Dentsu UK&I announced Creator & Trends Studio, a platform integrating Meta’s Creator Marketplace and Partnership Ads APIs into its own operating system. The system brings social listening, creator selection and paid activation into a single dashboard, combining Meta’s creator data with Dentsu’s momentum-focused Velocity Score. The company’s numbers are ambitious: creator discovery dropped from hours to minutes, planning and activation workflows accelerated by up to 4x, and the contracting-to-live process that used to take days now fits into hours. According to Meta’s director of global agencies, Dentsu is among the first major partners to embed the full creator API offering into its own tech stack.
The real layer of the story is influencer marketing’s move from handcraft to infrastructure. The creator economy has so far run on relationship management — a craft that does not scale; API integration turns that craft into plumbing. This is also the field evidence for Cannes’ thesis that agencies are retreating from execution to strategic intelligence: the holding company now locates its value not in the work it runs by hand, but in the plumbing it builds.