Episode 4: Influencing Outcomes
Episode 4 explores the rise of structured, commercially rigorous creator pitches with Lydia Feely, revealing what marketers now expect in the pitch room, where capability gaps are emerging, and how transparency, governance and technology are reshaping the next phase of creator marketing.
In our fourth episode of Influencing Outcomes, Nathan Powell is joined by guest co host Eliza Lewis for a conversation that spotlights one of the clearest signals of where creator marketing is heading: the rise of structured and commercially rigorous creator pitches.
They are joined by Lydia Feely, General Manager at TrinityP3, one of APAC’s leading marketing management consultancies and a trusted partner to brands navigating transformation. With deep client side experience across major organisations and front line visibility into how pitches, procurement and partner selection are evolving, Lydia brings a rare perspective that bridges both sides of the table.
Together, they unpack why creator specific RFPs are accelerating, what marketers are really looking for in today’s pitch rooms, and where the biggest capability gaps are emerging as creator budgets expand. Lydia also shares sharp insight into what separates mature creator partners from those still operating in the experimental phase, the commercial pressures reshaping operating models, and how technology, pricing transparency and governance are becoming essential in the next phase of growth.
In this week’s TLDR, Nathan and Eliza break down three major stories shaping the industry right now: the push for transparency in creator fees as spend increases, TikTok’s new controls allowing users to choose how much AI generated content appears in their feed, and what the recent TikTok Awards revealed about the cultural divide between traditional media and creator culture. They also discuss how creators are reacting to Australia’s upcoming under sixteen social media ban and what it signals for the future of youth participation online.
This episode offers practical, future focused insight for marketers, agencies and creators navigating higher expectations, tighter commercial models and the increasing need for clarity, capability and performance within a more sophisticated creator economy.
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