[{"data":1,"prerenderedAt":150},["ShallowReactive",2],{"insight-digiday-kelly-dye-on-creator-upfronts-and-brand-investment-challenges":3},{"page":4,"related":99,"index":148},{"id":5,"published":6,"lastPublished":6,"title":7,"slug":8,"thumbnail":9,"date":9,"author":9,"categories":10,"contributors":15,"content":16,"thumbnailStyle":84,"schemaTypes":95,"schemaCustom":71,"faqs":9,"seo":96},"Vh3rpo0FSzixSzeMq3JcyQ","2025-04-16T22:47:47+01:00","Digiday: Kelly Dye on Creator Upfronts and Brand Investment Challenges","digiday-kelly-dye-on-creator-upfronts-and-brand-investment-challenges",null,[11],{"id":12,"slug":13,"title":14},"agDKqj5wSo2wTaPYBuhzSQ","in-the-news","In The News",[],{"value":17,"blocks":79},{"schema":18,"document":19},"dast",{"type":20,"children":21},"root",[22,34,38,41,49,68,72],{"type":23,"children":24},"paragraph",[25,28,32],{"type":26,"value":27},"span","The following summarizes an article from ",{"type":26,"marks":29,"value":31},[30],"emphasis","Digiday",{"type":26,"value":33},", published on April 15, 2025.",{"type":23,"children":35},[36],{"type":26,"value":37},"As creators host their own NewFronts-style events to court advertisers, Digiday explores whether these showcase formats signal a shift toward more formalized creator-brand partnerships. Kelly Dye, VP of Influencer Strategy at New Engen, emphasized that while high-profile creators can justify the cost of upfront deals, these agreements often give brands pause due to their complexity and risk.",{"item":39,"type":40},"UYPnkzXITZGNzJabKBROrw","block",{"type":23,"children":42},[43,45],{"type":26,"value":44},"Kelly also added that, ",{"type":26,"marks":46,"value":48},[47],"strong","\"High-investment deals are generally reserved for top 1% creators with celebrity-level influence. [They] are more likely to drive earned media value and deliver broader cultural impact, which helps offset the high cost of partnership.”",{"type":23,"children":50},[51,54,65],{"type":26,"marks":52,"value":53},[47],"Head to Digiday to get further insight into the evolving ",{"url":55,"meta":56,"type":60,"children":61},"https://digiday.com/marketing/agencies-dont-expect-major-creator-deals-at-upfronts-this-year/",[57],{"id":58,"value":59},"target","_blank","link",[62],{"type":26,"marks":63,"value":64},[47],"dynamics of creator-brand partnerships",{"type":26,"marks":66,"value":67},[47],".",{"type":23,"children":69},[70],{"type":26,"value":71},"",{"type":23,"children":73},[74,77],{"type":26,"marks":75,"value":76},[47],"About Digiday",{"type":26,"value":78},"\nDigiday is a leading digital media publication covering the intersection of technology, media, and marketing. With in-depth reporting on industry trends, Digiday provides insights and analysis that help brands navigate the fast-evolving digital landscape.",[80],{"id":39,"type":81,"quote":82,"cite":83},"quote_block","The cost of these deals — including exclusivity, paid usage and licensing rights — can be a major barrier. That often makes brands hesitant to commit to upfront-style deals.","Kelly Dye, VP of Influencer Strategy",{"id":85,"type":86,"image":87,"photo":89,"logo":91,"bg":93},"fCWMQRDpQoeQBMfYshekRQ","thumbnail_media_mention_block",{"thumbnail":88},"https://www.datocms-assets.com/151374/1744838450-digiday-newsfront-pitches-april-2025.png?auto=format&fit=max&h=600&q=85&w=700",{"url":90},"https://www.datocms-assets.com/151374/1741207484-kelly-dye.png",{"url":92},"https://www.datocms-assets.com/151374/1741892294-digiday-logo-edited.png",{"hex":94},"#FAF2E8",[],{"title":97,"description":98,"image":9},"Kelly Dye on Creator Investment Challenges via Digiday","Digiday features Kelly Dye of New Engen on creator upfronts, brand risk, and why only top creators justify high-investment deals in 2025’s evolving market.",[100,114,128],{"slug":101,"title":102,"date":103,"categories":104,"thumbnail":9,"thumbnailStyle":109},"how-new-tariffs-could-reshape-consumer-spending-brand-strategy","How New Tariffs Could Reshape Consumer Spending & Brand Strategy","2025-02-07",[105],{"id":106,"slug":107,"title":108},"MRbbOcHbQoOkSXAsol9Qqw","pov","POV",{"id":110,"type":111,"title":102,"date":9,"logo":9,"bg":112,"color":9},"IdetfY-_R-OS-nDsjnc4nQ","thumbnail_event_block",{"hex":113},"#CCE561",{"slug":115,"title":116,"date":117,"categories":118,"thumbnail":9,"thumbnailStyle":123},"acorn-influence-appoints-rachel-bennington-as-new-vp-of-retailer-partnerships","New Engen Appoints Rachel Bennington as New VP of Retailer Partnerships","2023-11-03",[119],{"id":120,"slug":121,"title":122},"SBVnlBKZQEKb1W3KJvwGww","press-release","Press Release",{"id":124,"type":111,"title":116,"date":9,"logo":9,"bg":125,"color":127},"HcaghDC4Qv-NjDtG6voh9w",{"hex":126},"#334238",{"hex":94},{"slug":129,"title":130,"date":131,"categories":132,"thumbnail":9,"thumbnailStyle":138},"quoted-in-modern-retail-heather-nichols-on-the-possible-tiktok-ban","Modern Retail: Heather Nichols on the Possible TikTok Ban","2024-03-15",[133,134],{"id":12,"slug":13,"title":14},{"id":135,"slug":136,"title":137},"LbuHh1WgRAydUNn_o9U0-w","tiktok","TikTok",{"id":139,"type":86,"image":140,"photo":142,"logo":144,"bg":146},"F9kUmj7vSQGvKln4zlXjdA",{"thumbnail":141},"https://www.datocms-assets.com/151374/1741133543-modernretail-tiktok-money.png?auto=format&fit=max&h=600&q=85&w=700",{"url":143},"https://www.datocms-assets.com/151374/1741204736-heather-nichols.png",{"url":145},"https://www.datocms-assets.com/151374/1741892315-modern-retail-logo-edited.png",{"hex":147},"#242424",{"relatedText":149},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://reachnewengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1780339431270]