Dentsu is among the first holding companies to integrate Meta’s Creator Marketplace APIs into its proprietary planning platform to accelerate creator-led growth 

Dentsu UK&I has launched a faster, more connected way for marketers to identify the right creators for their brand, understand cultural momentum, and activate their campaigns with confidence and at scale in Meta’s Creator Marketplace. 

Creator & Trends Studio is dentsu UK&I’s proprietary platform, built to integrate Meta’s Creator Marketplace and Partnership Ads APIs and available to clients in the UK. It marks a significant step forward in creator marketing, giving brands access to real-time creator and cultural trends in one connected environment.  

Built by dentsu, Creator & Trends Studio connects trend discovery, creator selection and paid activation in one environment. Rather than treating creator insights and media tools separately, it embeds creator data and dentsu signals directly into campaign planning, enabling teams to move from insight to efficient action. 

The creator opportunity 

Creator marketing has become one of the most powerful drivers of attention, trust and purchase behaviour, with the lines between paid, organic and creator content increasingly disappearing. According to the dentsu Consumer Navigator Q3 2025 report, 77% of UK consumers have bought via influencers, but in today’s algorithm-driven platforms, creator content doesn’t just influence culture, it fuels paid performance too. 

As platforms continue to evolve into integrated ecosystems, brands can no longer operate Paid, Organic and Creator teams in silos. The highest-performing social strategies are built on frictionless workflows between these disciplines, enabling brands to identify the creator content audiences genuinely engage with and seamlessly amplify it through paid media, including formats such as Meta Partnership Ads and TikTok Spark Ads. 

For the last three years, dentsu has been building towards this “Total Social” approach, integrating the two superpowers of social: Paid and Creators.  

Creator & Trends Studio represents a pivotal next step in that evolution, combining dentsu’s proprietary intelligence with platform-level creator data to help teams identify high-performing creator content faster, scale what works through paid activation, and drive stronger, more measurable business outcomes. 

Built for faster creator activation 

Creator & Trends Studio has been designed to help brands move from creator discovery to activation more quickly, combining platform data with dentsu’s own strategic and performance signals. 

By bringing creator discovery, cultural momentum and paid activation into one workflow, the platform supports faster shortlisting, clearer pathways from organic creator signals to paid Partnership Ads, and stronger alignment between creator strategy and performance media activation. 

What Creator & Trends Studio unlocks 

Creator & Trends Studio combines Meta’s Creator Marketplace data with dentsu’s proprietary Velocity Score and AI driven recommendations. Powered by dentsu machine learning models, the score focuses on rate of change rather than static popularity, identifying creators and cultural trends that are accelerating now. 

This enables brands to act earlier, prioritise emerging opportunities and engage creators before trends peak. The integration also provides deeper visibility into creator partnership readiness, recent content and brand collaboration signals, increasing confidence before activation. 

Early deployments show significant efficiency gains, with creator discovery time reduced from hours to minutes and planning and activation workflows accelerated by up to four times. 

Why this matters for brands 

The launch reinforces dentsu UK&I’s leadership in the Algorithmic Era, demonstrating how proprietary tools and embedded AI can help brands respond more effectively to culture, creators and performance demands. 

For brands, it delivers faster creator discovery, more effective shortlisting and clearer connections between cultural moments and performance. This transforms creator marketing into a scalable, predictable growth engine rather than an experimental channel. 

Toby Benjamin, Chief Media Officer, at dentsu UK&I, said: “The ability to connect trend momentum, creator authenticity and paid activation in one workflow is a real step change for our teams. It allows us to move at the speed of culture while maintaining the rigour brands expect around effectiveness and performance. Creator & Trends Studio reflects our focus on building practical tools that help brands turn creator-led insight into measurable business outcomes.” 

Edel Horgan, Global Agency Development Lead at Meta, said: "Dentsu is among the first-mover partners to integrate Meta's full creator marketing API offering into their tech stack, and their feedback is invaluable in helping us understand how Meta can continue to help partners like Dentsu accelerate creator marketing at scale. As creators play an increasingly central role in how people discover brands and make decisions, it's critical that the tools powering that ecosystem work seamlessly within the platforms agencies and brands rely on every day." 

Press contact: ellie.stansfield@dentsu.com