Dhar Mann aims for $100M in creator-brand deals at AWNY
Dhar Mann, appointed chief creator officer of Advertising Week New York, said he expects $100 million in creator-brand business within 12 months from connections made at the event. He said unnamed CMOs have already pledged amounts that together exceed the $100 million target, though he does not expect contracts to be signed this week. To reach that goal, Mann is gamifying introductions with a creator challenge of seven tasks and invite‑only events such as karaoke with Christina Milian.
The creator challenge awards a golden “Zillow” key to participants who complete the seven challenges, while the “Masked CMO” segment, hosted by Nick Cannon, mimics the singing competition format. Invite‑only gatherings include creator karaoke with pop star Christina Milian and a deal‑making room featuring rapper Fat Joe and Cannon. Mann said removing corporate layers between creators and CMOs makes deals easier to close and more successful by allowing direct brainstorming of what’s possible rather than what’s required.
“People will meet people during this week that they otherwise would not have met in order to get those deals to happen,” Dhar Mann, chief creator officer of Advertising Week New York said.
“It’s really smart, having the matchmaking piece set up where you’re actually going to do something tangible,” Brad Hoos, CEO of influencer marketing agency The Outloud Group said.
Last year, Dhar Mann was just another speaker at AWNY; this year, he’s the main event. Mann’s central role signals the structural changes happening in the advertising industry as the creator economy’s growth demands more CMO attention and more marketing budget.
What we know
$100 million creator-brand business target within 12 months
Combined pledges from unnamed CMOs exceed the $100 million benchmark
Creator challenge involves completing seven challenges to earn a golden “Zillow” key
Invite‑only events include creator karaoke with pop star Christina Milian
Invite‑only events include a creator deal making room with rapper Fat Joe and Nick Cannon