As influencer marketing continues to mature, here’s why brands are hiring creators as ‘creative directors’

Last month, Visible rolled out a Singles’ Awareness Day campaign featuring comedian and influencer Benito Skinner aka Benny Drama. The effort is part of a brand shift for Visible to reduce the number of influencers it works with in favor of more collaborative relationships, said Visible CMO Cheryl Gresham. That focus on collaboration meant Skinner…