B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: B&T TV: The Social Soup Team Dispel Creator Marketing Myths
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > B&T TV > B&T TV: The Social Soup Team Dispel Creator Marketing Myths
B&T TV

B&T TV: The Social Soup Team Dispel Creator Marketing Myths

Staff Writers
Published on: 19th July 2023 at 12:22 PM
Staff Writers
Share
1 Min Read
SHARE

Creator marketing can often have a bad reputation, it’s fair to say. But the team at independent agency Social Soup are on a mission to change that.

B&T headed over to the company’s Surry Hills offices to chat with founder and director Sharyn Smith, managing director Katie Palmer-Rose and senior account manager Emma Woods.

We also got to spend some time with Steph Luck, a creator on Social Soup’s books who focuses on family-focused content with her five-strong brood.

There was plenty to talk about from recent ACCC sweeps of influencer content to digital footprints and metrics.

However, Social Soup’s nascent partnership with Pollinate is perhaps the most exciting part of the discussion.

Together, the companies are working to develop demonstrable and reliable return on ad spend metrics for brands and agencies to see just how effective their creator marketing campaigns have been — something that has often been missing from the sector.

Our chat with Social Soup is a long one, but it’s well worth sticking around to watch the whole thing.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: B&T tv, Social Soup
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Michelle Klein’s Tangible, Helpful Change
10/07/2025
Macca’s Unveils ‘Brekkie Comes First’ Integrated Campaign Via Wieden+Kennedy Featuring ‘Hopecore’ Memes
10/07/2025
I’ll Never Look At A Potato The Same: BMF’s Award-Winning Big Little Campaign For ALDI
10/07/2025
L-R: Sue Cato, Sally Cray, Adam Ferrier.
Women in Media National Conference Unveils ‘Crisis Comms’ Panel Tackling PR Disasters
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?