Influencing Outcomes

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis unpack one of the biggest tensions shaping the digital economy right now, the growing collision between governments, platforms, media companies and the audiences caught in the middle. The conversation kicks off with a look inside TikTok World in New York and the IAB Video Summit, exploring how far creator marketing has come and why many brands are still early in understanding the space. From the fragmentation of traditional media to the rise of creator led entertainment, the episode looks at how audience behaviour has fundamentally shifted and why old systems are struggling to keep up. From there, the discussion turns to the Australian Government’s proposed social media levy and the latest evolution of the News Media Bargaining Code. What starts as a conversation about journalism quickly expands into a bigger debate around taxation, platform power, algorithms and the future of news itself. The team explores whether these policies are genuinely protecting journalism or simply acting as short term fixes for declining media models. Later in the episode, Nathan revisits Fabulate’s “Dead Creator Theory” presentation from the AIMCO Summit, exploring how AI is reshaping trust, authenticity and the future of online content. As generative AI floods the internet with synthetic content, the conversation asks a bigger question: what happens when audiences no longer know what’s real? Across the episode, a clear theme emerges, the systems designed to govern media and content are evolving far slower than the platforms and technologies reshaping them in real time. In this week’s conversation, they unpack platform regulation, creator marketing growth, AI generated content, digital trust and the shifting balance of power between audiences, creators and platforms. This episode is designed for marketers, brands and creators looking to better understand where media, platform policy and creator marketing are heading next. Timecodes: Setting the scene: TikTok World & IAB Summit – (0:03) How we got here: News Media Bargaining Code 101 – (3:37) Is this journalism support or just a tax in disguise? – (6:06) Dead Creator Theory: bots, AI content & collapsing trust – (21:09) Are creators safe? The future of trust and creator jobs – (49:03) Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | YoutubeVisit our website: www.fabulate.co

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Carolyn Dicker, content creator and founder of Midlife Creator Club, for a grounded and refreshingly honest look at what it really takes to show up online. From building an audience during lockdown to helping others find the confidence to hit post, Carolyn shares her journey into content creation and how she’s turned it into both a personal outlet and a growing community for midlife creators. The conversation explores the fundamentals that actually drive growth, from the power of consistency and community to why overthinking is often the biggest barrier to getting started. Carolyn breaks down her “3 Cs” approach, content, community and consistency, and why engagement matters more than views when it comes to understanding what’s working. They also unpack the reality of creating at a later life stage, challenging the perception that social platforms are dominated by younger creators. The discussion highlights the value of life experience, relatability and trust, and why there is a growing opportunity for creators who better reflect the audiences brands are trying to reach. The episode dives into the mental side of content creation, from fear of judgment to dealing with online negativity, and why starting before you feel ready is often the only way forward. Carolyn shares practical advice for both individuals and brands, including how to approach TikTok, what makes content resonate, and why entertainment and authenticity go hand in hand. They also touch on a key tension in the creator economy today, the gap between who brands are targeting and who actually holds the spending power, and what this means for representation, opportunity and long term strategy. In this week’s conversation, they unpack confidence, consistency, creator growth, midlife audiences, platform strategy and the evolving definition of who gets to be a creator. This episode is designed for marketers, brands and aspiring creators who want a clearer, more human understanding of what it takes to build momentum in today’s creator landscape. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.co

In episode eleven of Influencing Outcomes, Nathan Powell and Ben Gunn are joined by creator, entrepreneur and educator Taz Zammit for a candid conversation on what it really takes to build a sustainable career in the creator economy. Best known as one half of Taz and Alessia, Taz shares the story behind their rise from posting during lockdown to building a global audience of more than 1.4 million followers. But this episode goes far beyond growth numbers. It gets into the mindset, structure and decision making required to turn content creation into a real business. The conversation explores how Taz and Alessia evolved from trend led content into a brand built on clear values, strong community trust and long term thinking. Taz opens up about the shift from creator to business owner, the importance of professionalism, and why longevity in this industry depends on more than just going viral. They also discuss the realities behind the scenes, from hiring support and managing finances to protecting headspace, setting boundaries with brands and knowing when to say no. Taz shares her perspective on what makes a great creator partnership, why brands need to be clearer about success metrics, and how stronger collaboration can lead to better outcomes on both sides. The episode also dives into the future of content, including why deeper storytelling may be making a comeback, how creators should think about what comes next, and where AI could start to shape the creator experience. In this week’s conversation, they unpack creator longevity, professionalism, brand alignment, evolving content formats and the business mindset needed to thrive in the creator economy. This episode is designed for creators, marketers and agencies who want a sharper understanding of what sustainable creator careers really look like, and what it takes to build influence that lasts. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.co

In episode nine of Influencing Outcomes, Nathan Powell is joined by co-hosts Eliza Lewis and Ben Gunn for a conversation that explores the strategic tensions shaping creator marketing today, from global brand investment decisions to the expanding role of AI in scaling creator ecosystems. The episode also features a special guest interview with Pru Corrigan, founder of One Daydream and one of the most respected leaders in creator talent management. This week’s discussion begins with a debate that has sparked strong opinions across the marketing industry. After Unilever announced a major shift toward a “social first demand model,” moving roughly half of its media investment into creators and influencers, marketing commentator Mark Ritson publicly challenged the strategy. The team unpack what sits beneath the headline, exploring whether the real question is not social versus traditional media, but how creators can be engineered into large scale reach strategies that still drive brand penetration. They also reflect on the AiMCO Summit in Sydney, where more than 800 creators, marketers and agencies gathered to discuss the future of the industry. Nathan shares insights from Fabulate’s presentation on the “Dead Creator Theory,” which examines the risks of leaning too heavily on generative AI in creator marketing. Drawing parallels with the “Dead Internet Theory,” the conversation explores what happens when content becomes infinitely scalable, and why trust, authenticity and human creativity may become the most valuable assets in an AI saturated media environment. In the second half of the episode, the conversation shifts to a feature interview with Pru Corrigan. With more than two decades of experience shaping talent and culture, Pru shares her perspective on the evolution of the creator economy and the realities of building founder led talent businesses. From co founding Two Birds Talking to building One Daydream into one of Australia’s leading creator talent agencies, she reflects on the strategic decisions, pivots and instincts required to navigate an industry that continues to evolve at speed. The discussion covers how talent agencies identify creators who are commercially ready, how the definition of success has shifted for creators and brands, and why mentorship and long term career thinking are becoming increasingly important as the creator economy matures. In this week’s TLDR, the team unpack Mark Ritson’s criticism of Unilever’s creator strategy, insights from the AiMCO Summit and the implications of the “Dead Creator Theory,” and the launch of a new AI driven talent agency attempting to scale creator ecosystems through automation. This episode is designed for marketers, agencies and creators who are trying to understand how creator marketing is evolving as a strategic growth channel, and how technology, talent and authenticity will shape the next phase of the creator economy. Follow, Subscribe and Stay Connected.Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.co Timecodes (08:53) AMCO Summit in Sydney – industry trends and “Dead Creator Theory” discussion on AI and authenticity (10:25) The rise of AI-generated content and concerns about the future of authentic creator marketing (15:09) New AI-powered creator agency “Devotion” and the debate about scaling influencer marketing with algorithms (17:49) Interview begins with Pru Corrigan – building One Daydream and the evolution of talent agencies (24:38) Why Pru pivoted from PR to talent management and the rise of the creator economy (33:23) What brands and agencies look for in creators: engagement, consistency and commercial readiness (42:42) The power of long-term brand partnerships and storytelling in creator marketing

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis explore how creators are reshaping the way live sport is covered, experienced and commercialised, from the Australian Open through to the World Cup and the Super Bowl. They unpack why creators are now being treated more like media partners than guests, how this shift is changing the on ground experience at major events, and what it means for brands looking to show up in sport in more cultural and lifestyle led ways. The conversation looks at how creators are extending the life of live moments well beyond the broadcast, and why this is opening the door for new categories and new audiences. The team also discusses the launch of Fabulate’s Fab 100, a data led list built from close to a million searches, profile views and shortlists, revealing the creators brands consistently returned to in 2025. They break down what stood out, from the rise of mid tier creators to the growing importance of reliability, audience relevance and professionalism over raw scale. Nathan then shares insights from the TikTok Partner Summit in Singapore, including why TikTok search is becoming impossible for brands to ignore, what branded search hubs mean for discovery, and what’s coming next for TikTok Shop and live commerce. This episode is designed for marketers, agencies and creators who want to understand where creator marketing is heading next, and how sport, platforms and data are reshaping the way influence actually works. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In episode five of Influencing Outcomes, Nathan Powell is joined once again by guest co-host Eliza Lewis for a wide-ranging conversation that sits at the intersection of culture, commerce and creator performance. They’re joined by Amanda Bosch, Social Performance & Creator Marketing Lead at Foxtel Group, where she works across BINGE, Kayo Sports and Foxtel to drive measurable outcomes through social and creator-led strategies. With more than two decades of experience across digital, content and performance marketing, Amanda brings a rare full-funnel perspective on how creators can influence awareness, education and subscriber growth at scale. Together, they explore how creator marketing has evolved beyond a brand awareness channel, why creators are increasingly being treated as long-term assets rather than one-off campaign tactics, and how data, speed and platform fluency are reshaping how large organisations work with creators. Amanda shares insight into what drives performance gaps between creator content and brand ads, how Foxtel Group thinks about amortising creator investment, and what still holds brands back from increasing spend in the space. In this week’s TLDR, Nathan and Eliza unpack three major stories shaping the creator economy: Reddit’s legal challenge to Australia’s under sixteen social media ban, TikTok Shop’s explosive Black Friday performance across the US and UK, and the growing trust gap between audiences and AI-generated content as platforms introduce new controls and disclosure requirements. This episode is designed for marketers, agencies and creators who are thinking beyond reach and engagement, and are focused on building creator strategies that deliver clarity, performance and real commercial impact across the full funnel. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In our third episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with Genevieve Day, Founder and CEO of Day MGMT, one of Australia’s leading digital talent agencies. Nearly a decade into running Day MGMT, Genevieve has shaped the careers of top creators and helped define what professionalism looks like in a maturing creator economy. Together, they unpack how creators are evolving into fully fledged businesses, how agencies add value in a more competitive market, and what longevity really requires in 2025 and beyond. In this week’s TL;DR, Nathan and Ben break down three major shifts transforming the industry right now: the surge in investment and consolidation across influencer marketing, Visa’s latest data showing the financial identity crisis hitting creators as brands move to longer payment terms, and the rise of creators launching their own agencies and reshaping the traditional creative power dynamic. This episode offers sharp, practical insight for brand marketers, creators, agencies and talent managers navigating higher expectations, tighter commercial models and the next wave of creator growth while staying connected to what drives this industry forward: creativity, consistency and community at scale. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au

In our first episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with independent brand strategist Eugene Healy, whose work spans global brands like L’Oréal, Spotify, Google and Red Bull, as well as his own audience of more than 425,000 followers across Instagram, TikTok and LinkedIn. Together, they explore how culture, creativity and data collide in influencer marketing, from what it really means to influence culture to how creators can balance consistency with burnout. In this week’s TL;DR, Nathan and Ben unpack three of the biggest stories shaping the creator economy right now, including TikTok’s latest ownership news, OpenAI’s new AI video platform Sora, and the rise of TikTok as a news source for younger audiences. This episode is filled with insights for brand marketers, creators and agencies who want to understand not just where influencer marketing is headed, but how to make it work better. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind-the-scenes content: Follow Fabulate on socials: LinkedIn | Instagram| TikTok | Youtube Visit our website: www.fabulate.com.au