At Advertising Week New York, top creators said they are cutting brand rosters and pushing for equity over one-off posts, Digiday reported Oct. 9.

Alix Earle told Digiday she’d rather work with “five or six brands than 100 every year,” and is weighing equity deals with products she uses.

Digiday said her equity deals work like joint ventures with shared creative upside; Jordan Howlett is now chief content officer at Blenders Eyewear.

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