Truly effective branded content in the years ahead will be defined by creativity and doing things differently. Brands need to move beyond traditional approaches and embrace innovative ways to connect with audiences, whether that’s through artful storytelling, bold campaigns, or new formats. This year, for example, we’ve seen a whole new avenue open up in sports marketing, where creators and communities are shaping how fans experience content.
Key Insights
The creator economy is moving strongly towards community-driven and niche creators. Brands no longer just want reach, they understand the need for authentic engagement and connection with their target audience. Working with the right creators allows campaigns to feel native, personal, and credible, rather than just broadcast paid messaging. For brands, the key is to focus on partnerships with creators who align with their values and audience. It’s not about the biggest names, but the ones who can bring a loyal community and genuine alignment. The future of branded content lies in blending creativity with measurable results, where creators become extensions of a brand’s voice rather than just another channel.
Signature Work Achievements
Issy Chambury is the Founder of Be Content, an influencer marketing and management agency that specialises in “highest organic reach in the brand’s history” for influencer marketing, blending creativity with measurable results.
Be Content was shortlisted for Beauty Campaign of the Year at the ITV bCreator Awards with L’Oréal's Shu Uemura Art of Hair, and works with brands across sectors, from travel and hospitality to food and lifestyle and sports, including Netflix, Virgin Voyages, Seat Unique, Nissin, and HelloFresh.
Named ‘Brand BFF’ in the PMW 100 Powerlist 2025 and ‘Secret Weapon’ in 2024, also in the Technology for Marketing Influencer List 2025. Issy has been a PMW Awards and Effies judge and was an Ambassador for POSSIBLE Miami 2025.
Career Lessons
My advice for women starting out in branded content is to have the courage to begin! The journey isn’t always easy, you will face challenges, but trusting your instincts and staying true to yourself and your vision is key. Focus on building strong partnerships, overdelivering, and letting your work speak for itself. One year into running my own agency, I’ve been privileged to work with incredible brands and form amazing industry friendships I could only have dreamed of, and the results have validated every step of the journey.
