Nestlé’s Daniele Tundo and CreativeX CEO Anastasia Leng reveal how global brands are transforming creator marketing from fragmented PR experiments into a unified, high-ROI advertising discipline that scales paid media performance without sacrificing creator authenticity.
Nestlé Global Head Daniele Tundo and CreativeX CEO Anastasia Leng unpack how Fortune 500 brands build the operational infrastructure needed to professionalize creator partnerships and measure real business impact.
From integrating creative observability tools to applying core advertising hygiene standards on paid boosts, this masterclass reveals what it takes to scale creator investments beyond vanity metrics.
🏗️ Stop splitting creator campaigns across PR and media teams—run it as its own unified practice with a single budget and clear rules.
🧼 The moment you put paid ad dollars behind an organic creator video, it has to follow basic advertising rules to actually build your brand. 🔍 Audit creator videos against your proven ad effectiveness data before throwing real ad spend behind them.
📊 Cap your creator spend around 10% to 20% of your total media budget, as performance tends to drop off past the 30% mark.
🌐 Platform-native tools are fine for trends, but major advertisers need one central platform to run creators across all channels.
🛡️ Prevent brand safety disasters by using knowledgeable ground teams for pre-launch checks rather than burying creators in endless approval chains.
🔗 Anastasia Leng on LinkedIn
🔗 Daniele Tundo on LinkedIn
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00:00 Intro
2:20 Nestlé’s three waves of creator marketing
4:22 CreativeX’s role as a creative observability layer
6:08 Nestlé’s infrastructure audit and global operating model
7:34 Centralizing creator activation, approval, and technology
8:12 Applying Nestlé advertising learnings to creator ads
9:45 Integrating CreatorIQ and CreativeX before paid amplification
10:20 Authenticity for organic posts, advertising standards for paid work
11:11 Using creator learnings to improve traditional branded advertising
13:10 Balancing creator authenticity with long-term advertising impact
15:05 Creator-spending growth and apparent budget limits
17:21 Platform partnerships versus cross-platform control
18:51 Brand safety, governance, and the limits of creator-specific blame
21:17 Organic creator value and the role of paid boosting
23:19 Selecting creator content for paid media rather than standardizing everything
24:12 Creator content, LLMs, and consistent brand messages