Creator marketing is growing faster than ever. For global brands, that brings both opportunity and pressure. The opportunity to build stronger brands and grow faster. The pressure to place ambitious bets with confidence that you can win. But brands face a paradox: they have more creator data than ever, yet less clarity on what to do with it. 

At Traackr, we believe big ambition deserves equally strong intelligence. Our role is to help brands move from information to decision, transforming creator complexity into competitive advantage. 

Today, Traackr’s new brand identity comes to life. It reflects a deeper evolution we’ve been building for more than a decade: moving from being the system of record for creators to a true decision engine for creator marketing. 

Every creator post, campaign, and partnership generates valuable signals. But too often, this data is treated as reporting instead of a strategic asset. Brands are drowning in numbers, yet still asking the most important question: "What should I do next to win?" 

When captured and used strategically, creator data becomes your guide for growth: driving smarter investments, accelerating impact, and even predicting outcomes.

Why is this so important now? 

Earlier this year, Fernando Fernandez, Unilever’s CEO, shared an ambition to have “an influencer in every postcode.” That’s the reality we’re operating in: millions of creators producing billions of pieces of content every year, across every market, language, and culture.

Creator marketing is no longer a channel. It’s becoming the connective tissue of modern brand building.

But with that scale comes complexity. ROI is harder to define. Measurement is fragmented. Platform silos won't talk to each other. Point solutions solve only part of the problem. Vanity metrics hide real performance. And bad data doesn’t just slow teams down – it can cost enterprises millions. 

Now, AI is entering the mix which is bringing real innovation but also a lot of noise. 

In this environment, clarity is the real advantage. 

The enterprise tension — and why AI is the unlock

Indie brands keep winning attention with agility and authenticity. Their advantage isn’t budget but speed. They see culture early, move quickly, and build tight communities.

Global brands operate under a different reality. You need to scale creator programs across geographies, teams, agencies, regulations, and platforms — while staying aligned to brand values and measurable impact. The tension is constant:

• Speed and scale
• Planning and immediacy
• Influence and true advocacy

Creators have leveled the playing field. Traditional advantages, like media spend, distribution dominance, even brand awareness, don’t work the way they used to. In a world where trust is scarce, creators are often the most credible voice consumers hear.

At the same time, the very things that make creator marketing powerful are becoming blockers. The sheer breadth and scale of creator data, and the richness of possible engagements between brands and creators, can feel overwhelming for global organizations. 

To win now, global brands need creator programs that are deeply human and enterprise-grade, fast enough for culture but structured enough for scale.

This is exactly where AI becomes a turning point.

Not because it replaces creativity or relationships — it doesn’t. AI is the unlock because it allows marketers to fully acknowledge the complexity and richness of creator marketing, while going straight to the question that matters most: “What should I do next?”

It does this in two ways: 

1. Faster, better access to insight and foresight. AI turns a massive volume of creator signals into clear patterns, priorities, and scenarios, so teams can see what is working and what is likely to work next.
2. The ability to act at speed and scale. AI then helps execute on those insights, automating operational layers that slow teams down and enabling coordinated action across markets, teams, and partners.

That’s why Traackr is evolving from the system of record for creator programs into the decision engine behind them: enabling brands to scale efficiently, maximize ROI, and stay authentic as everything accelerates.

What Traackr stands for

Our vision is to unlock the value of creators for global brands.

Our ambition is that through Traackr, every post, campaign, and creator partnership becomes a learning opportunity. We make our clients smarter about what to do next, and give them the tools to do it efficiently and at scale.

In other words, creator marketing should not just be something you do.  It should be something that makes you better every time you do it. Your questions shift from "what happened" to "what's next,” with data as possibility, not just performance.

Our approach is supported by three pillars:

1. A technology platform designed for global, complex organizations: Built for security, scalability, and governance. 
2. A global dataset we’ve been building for 15 years: The deepest, most standardized creator performance data in the industry. With proprietary normalization that makes YouTube views comparable to TikTok posts, thereby solving the apples-to-oranges problem that plagues the industry.
3. A team that serves customers worldwide: Pairing enterprise rigor with local expertise.

Everything we build ladders up to five tenets global brands need today:

• Intelligence — not just reporting, but guidance on what to do next.
• Efficiency — automation that alleviates operational drag.
• Connectedness — creators unified across teams, markets, and use cases.
• Scale — programs that grow with platforms and global organizations.
• Security — governance and compliance as a foundation, especially with AI.

The goal is simple: creator marketing that’s as fast as culture, as human as trust, and as scalable as your business.

Traackr's solution: the creator decision engine

Enterprise creator programs evolve in three phases. We’ve built Traackr to power all three in one platform. 

Organize

Bring clarity to the chaos. Traackr unifies creators, content, spend, and performance into a trusted, standardized view. It replaces vanity metrics with impact signals, and creates the foundation for confident experimentation.

Optimize

Turn insight into action. With a clear creator system in place, teams can track and adjust campaigns in real time, measure ROI with precision, benchmark against the market, and guide smarter investments.

Envision

Stay ahead of what’s next. This is the leap from data as reporting to data as possibility — spotting trends early, identifying new opportunities, aligning global teams, and forecasting what to do next with confidence. AI powers more of this strategic value directly in the platform, every day. Complexity for those who want it, simplicity for those who don't; same data, different depths, universal value.

The next era of creator marketing

Creator marketing is becoming the operating system of modern brand growth.

Global brands can lead this era, but only if creator programs become more intelligent, more efficient, more connected, and more secure, without ever losing the authenticity that makes creators matter.

That is what we are building at Traackr.

We’re here to help you not only keep up with culture but lead it, at scale. Because in the age of creator marketing, your data isn't just an asset, it's your competitive advantage and your action plan for today.