Advertising Week 2024 in New York is taking over by the creator economy that is driving new strategies for reaching Gen Z through experiential marketing with authentic connections.

Creator economy conversations will dominate Advertising Week in New York this year in its 20th anniversary. That’s the number — estimated to be as many as 17,000 — who’ll attend: Advertisers, tech executives, marketers, creators and media folks showing how important creators are in the media fragmentation.

NowThis editor in chief Michael Vito Valentino noted how advertisers have shifted strategies, especially with Gen Z. “There’s this idea that Gen Z hates ads.” He said they don’t hate ads: ‘They hate crappy ads’. So the key is to create interesting content.’

Today, marketers are teaming up with creators in order to take advantage of viral trends and try to speak authentically with next generation. However, the scourge of lengthy approval processes makes it difficult for brands to respond quickly to trends.

This year, a resurgence of experiential marketing directly tied to creators is on the cards, according to Josh “Caru” Glodoveza, a co-founder and CCO of Panel. Brands are moving away from traditional influencer marketing to events and in person experiences to forge genuine connections, he noted.

Mother New York strategist Evan Giordano said that while budgeting for creator partnerships is becoming increasingly rigorous, brands need to engage with creators to remain present in the market place.

And as the week progresses, the theme of the intersection of creators, brands and AI is one to watch: it taps into broader industry shifts as companies look for creative ways to woo niche audiences.