Natural Talent Hive founder and Fixated VP of Brand Partnerships Kou Chaichian has announced a new initiative focused on improving influencer marketing campaign effectiveness through enhanced creative standards and accountability measures.

Kou Chaichian, founder of Natural Talent Hive and VP of Brand Partnerships at Fixated

Image Credits: Global News Wire

Chaichian is launching this directive as he believes influencer advertising is facing scrutiny for becoming increasingly transactional, potentially reducing audience engagement and brand impact. Specializing in branded sponsorships and influencer activations, the executive advocates moving beyond basic product promotion to more strategic content development.

“In the rush to match marketing dollars with audience reach, the essence of what makes advertising effective—creativity and genuine connection—is often diluted,” Chaichian said in a news release.

Natural Talent Hive currently partners with established digital creators, including Matt & Justus, Marina Mazepa, Lolaliner, and Emzotic, to develop campaigns centered on audience engagement. At Fixated, Chaichian works with creators like Sketch to produce branded content to influence consumer behavior.

The initiative emphasizes creating marketing messages that connect with targeted demographics beyond traditional product promotion approaches. The announcement precedes Chaichian’s planned attendance at CES in Las Vegas (Jan. 7-10), where he will discuss potential collaborations and innovations in ad sales and the creator economy.

“CES is the perfect venue to showcase how integrating creativity with technology can redefine the benchmarks of successful influencer campaigns,” Chaichian noted.

According to recent LTK research, creator marketing remains a top priority for brands heading into 2025, with 93% of companies planning to increase their creator budgets or expand creators’ role in their marketing strategy.