About this episode

Pedro Pina discusses how YouTube has shaped the creator economy and the challenges brands face in leveraging it.

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it. From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results. If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it. Timestamps 00:00 - Intro 01:35 - Why YouTube made a creator space in Cannes 03:06 - How Cannes has changed over the past 20 years 06:12 - How many people are paid to be YouTubers 09:39 - The secret of YouTube 11:08 - Who are the biggest creators on YouTube 12:36 - What are the most important metrics on YouTube 14:42 - Why content will always be king on YouTube 15:57 - What makes a succesful YouTuber 19:48 - Is YouTube a broadcaster, streaming…

More episodes of Uncensored CMO

• The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood · July 19, 2026 · 50 min
• Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs · July 14, 2026 · 41 min
• OpenAI on what every CMO needs to know about AI with BCG · July 12, 2026 · 42 min
• Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on · July 7, 2026 · 1h 26m
• The Google approach to marketing in the age of AI (with Google and BCG) · July 5, 2026 · 47 min
• The Startling Power of Surprise with Adam Morgan · June 30, 2026 · 45 min

Explore listener stats, chart rankings, contacts and more on the Uncensored CMO podcast page.