Alex Hick

Alex Hick is a creator strategy leader shaping how brands integrate creators into culture at scale. As Creator Program Lead at LADbible Group, he leads creator strategy, integration and growth for one of the worldʼs biggest social publishers. Heʼs worked with major brands including Cadbury, Grenade and Philadelphia, and advises agencies and marketers on building and pitching impactful creator partnerships.

Presentation Title:
"Creators Aren't a Channel - They're Infrastructure"

For years, creators have been treated as a campaign add-on: briefed, activated, measured, and moved on from.
But creators now influence far more than reach. They shape awareness, trust, culture, commerce, community, and how brands are experienced.

This session reframes creators not as a one-off tactic, but as infrastructure for modern brand building. We’ll explore how brands can move from isolated creator campaigns to creator-led growth, and what they need to do differently to build stronger, more connected creator ecosystems.