Influencing Outcomes

In this episode of Influencing Outcomes, Nathan Powell is joined by fellow Fabulate co-founder Ben Gunn to tackle five of the creator economy's biggest problems that rarely get the attention they deserve. Inspired by a Net Influencer article asking 30 industry experts to identify creator marketing's biggest unsolved challenges, Nathan puts Ben to the test with a blind-ranking challenge. Five probl...

In this episode of Influencing Outcomes, Nathan Powell is joined by Terri Owens and Nina Drakalovic to examine one of the most talked-about campaigns of the year: Sydney Sweeney's provocative partnership with sports prediction platform Novig. The campaign generated enormous attention, but it raises a deceptively simple question: if everyone remembers the celebrity but nobody remembers the brand, h...

In this episode of Influencing Outcomes, Nathan Powell and Ben Gunn are joined by Valerie Madon, Director of Creative Strategy SEA/KR/JP at Fabulate, and Nina Drakalovic, Client Strategy Lead ANZ at Fabulate, to ask a deceptively simple question: do the rules of marketing actually change when you’re working with creators? Creator marketing may no longer be new, but for many marketers it can still...

In this episode of Influencing Outcomes, Nathan Powell and Ben Gunn are joined by Gai Le Roy, CEO of IAB Australia, to ask whether creator marketing is entering its own coming-of-age moment, and what the industry can learn from the evolution of digital advertising. Drawing on IAB Australia’s latest creator research, the conversation looks at how creators are influencing the way Australians discove...

In this episode of Influencing Outcomes, Nathan Powell is joined by Terri Owens and Ben Gunn to tackle one of creator marketing’s most persistent questions: how much is a creator actually worth? Starting with Forbes’ 2026 Top Creators List, the team looks at how the world’s biggest creators are turning attention into increasingly valuable businesses, and why audience size alone tells us surprising...

In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Ben Gunn to examine Australia’s proposed changes to social media feeds and ask a bigger question: are algorithms really the problem we need to fix? With the Australian Government’s proposed Digital Duty of Care legislation set to give users greater choice over personalised recommendations, the team starts by lookin...

In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Ben Gunn to explore Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), and what the rise of AI-powered discovery could mean for brands, creators and creator marketing.  Starting with the shift from traditional search to AI-generated answers, the team looks at how platforms like ChatGPT,...

In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Ben Gunn to explore the warning signs marketers should look for when choosing a creator marketing partner, and the questions they should be asking before appointing one. Starting with transparency, the team looks at where creator marketing budgets actually go, the difference between legitimate margins and hidden ma...

In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Terri Owens to ask whether the influencer as we know it is dying, or simply evolving into something new. Starting with the backlash to OpenAI’s first influencer brand trip, the team explores what happens when creator relevance, audience trust and brand context fall out of alignment. They unpack why the right creato...

In this episode of Influencing Outcomes, Eliza Lewis is joined by Ben Gunn and Terri Owens to explore a major shift taking place across technology, commerce and creator marketing: what if the next wave of innovation isn't coming from the West, but from the East? From electric vehicles and robotics to AI infrastructure and social commerce, the team explores how China and Southeast Asia are increasi...

In this episode of Influencing Outcomes, Eliza Lewis steps into the host's chair, joined by Ben Gunn and Terri Owens, to tackle one of the biggest questions facing creator marketing today: can influencer marketing actually be measured properly? As investment in creator marketing continues to accelerate, expectations around accountability have never been higher. The team explores why traditional me...

In this episode of Influencing Outcomes, Nathan Powell, Eliza Lewis and Terri Owens explore one of the biggest questions facing marketers today: has AI genuinely transformed marketing, or are most businesses simply using it to work a little faster? Drawing on new research from Boston Consulting Group and Fabulate's own experience producing more than 100,000 AI-assisted creative assets, the discuss...

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis revisit one of the biggest public policy debates of the past year: Australia's world-first under-16 social media ban. Six months after the legislation came into effect, the team explores what has actually changed, separating political intent from measurable outcomes. Drawing on new research, government data and intern...

 In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and special guest co-host Terri Owens unpack three of the biggest stories shaping the creator economy. With the FIFA World Cup underway, the team explores how global sporting organisations are fundamentally rethinking fan engagement through creators, comparing FIFA's creator-first partnerships with TikTok and YouTube against th...

 In this episode of Influencing Outcomes, the team sits down with creator, entrepreneur, and Social Summit co-founder Amy Dickinson (TikTok: @amzdicko) to explore what it really takes to build an audience in today’s creator economy. Amy shares her journey from documenting life abroad in Amsterdam to building a community of more than 195,000 followers across TikTok and Instagram. The conversation d...

In this episode of Influencing Outcomes, the team explores two major signals that the creator economy is maturing fast: Accenture Song’s acquisition of Whalar and LinkedIn’s launch of its Creator Marketplace. They discuss why investors are increasingly backing creator-led businesses, the growing role of creators in B2B marketing, and the rise of AI-generated influencers as regulators begin demandi...

In this episode of Influencing Outcomes, the team unpack key insights from TikTok World in New York, including major developments in generative AI, TikTok Shop’s rapid growth, and what it all means for brands and creators. They also dive into three major industry stories: Meta’s massive Instagram follower purge and what it reveals about fake audiences, growing government pressure to control platfo...

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 ha...

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis unpack three stories shaping the future of the creator economy and what they reveal about where the industry is heading. They kick things off with a closer look at YouTube’s growing role in creator strategy, from its unmatched trust with audiences to the rise of Shorts as a serious discovery engine. The conversation e...

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...

In episode twelve of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Rhone Eppelheimer, Head of Partner Growth at Google, for a sharp, inside look at how YouTube is reshaping the future of creator marketing. With over a decade at Google and a recent pivot into influencer and creator strategy, Rhone brings a rare perspective on how platforms are evolving to support brand...

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...

In episode ten of Influencing Outcomes, Nathan Powell is joined by co hosts Eliza Lewis and Ben Gunn for a conversation on sports rights, AI powered shopping and the growing commercial maturity of creator marketing. The episode opens with a big question: what happens when broadcasters are paying huge sums for exclusive rights, while creators, athletes and platforms are increasingly shaping the cul...

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 m...

In episode eight of Influencing Outcomes, Nathan Powell is joined by co hosts Eliza Lewis and Ben Gunn for a conversation that connects platform earnings, creator monetisation and the role of AI infrastructure in shaping what comes next. They are also joined by Fabulate co founder and CTO Sachin Singh for a deep dive into how technology is quietly redefining the operating system of creator marketi...