In a global network first, the IAB united to launch the inaugural IAB Global Creator Week. As part of this global initiative IAB New Zealand brought together platforms, agencies, brands and creators to explore how creator marketing is made, valued and measured and what it means for the digital advertising industry in its 'The Business of Creators Event'.
As the creator economy reshapes how brands connect with audiences, we marked the launch of IAB Global Creator Week with The Business of Creators event in Auckland - bringing together nine local and global experts for two panels on how creator marketing is planned, made and measured. It was New Zealand's contribution to a first-of-its-kind initiative, with 17 IAB markets worldwide running events in the same week under the banner 'think globally, act locally.'
MC and subject matter expert Nathan D'Mello (Social Strategy Lead, The Warehouse Group) hosted two panels. The Craft & Culture Panel brought together Megan Papas (Broadcaster and Content Creator), Hamish Russell (Social and Content
Lead, ASB Bank), Ravneel Chandra (Client Partner, TikTok) and Jess Gilliland (Senior Creative Strategist, Snap Inc.).
The Value & Measurement Panel featured Seth Zwart (Head of Brand, YouTube NZ), Kirsty Wilson (Global Partnerships Lead, Meta), Angela Spain (Chief Content Officer, OM Content, Omnicom Media) and Amanda Cox (General Manager, Outspoken).
As IAB New Zealand CEO Angelina Farry put it: "Creators are no longer a nice-to-have in the media mix, they're set to become a dominant channel."
Check out the full event photo gallery to spot yourself, or your creator friends or maybe a #selfie #IABGlobalCreatorWeek.
📚Check out the full IAB Global Creator Week Resource Hub packed full of Creator Economy resources. Below are our top selections in order of publishing date:
The Creator Signal: How AI Systems Interpret Influence in Commerce (IAB U.S. Research Sept 2026)
New IAB research showing consumers - especially younger ones - prefer AI shopping recommendations that draw on trusted creator perspectives.
The As-Is Measurement Landscape in the Creator Economy (IAB U.S. Jan 2026)
IAB's breakdown of the gaps in current creator measurement, and what infrastructure needs to change for creator marketing to be measured (and trusted) at the same level as other media channels.
The State of Creator Economy Advertising (IAB U.S. Webinar 30 mins Jan 2026)
An IAB Pulse video with YouTube and IAB, covering growth drivers, scaling creator strategy, aligning creators to brand goals, and what standards and playbooks the industry still needs.
IAB Creator Economy Creative Showcase (IAB U.S. Nov 2025)
Real creator-led campaigns with measurable results, curated by IAB as examples of the category done well.
Creator Economy Ecosystem Mindmap (IAB U.S. Dec 2024)
A visual map of how the creator economy fits together: platforms, players and money flows - for an industry projected to hit US$480 billion by 2027.
Check out the Global IAB Creator Week video below 🎬