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Erin Chin, Logitech G: Creators Are Business Partners, Not Marketing Channels | Cannes Lions
In this episode of The Business of Marketing, John Horsley sits down with Erin Chin, Global Head of Brand Marketing at Logitech G, live from Cannes Lions, for a wide-ranging conversation about brand, creators, fandom and the changing media landscape.
Erin explains why Logitech G treats creators as business partners, not marketing channels, and how its “design by collaboration” approach brings gamers, esports professionals and creators directly into the product development process.
They discuss why brands need to stop over-engineering creator partnerships, the importance of giving creators…
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