We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

MAY 17, 2017 //     

Authenticity is King at Create + Cultivate

By: Megan Carroll and Alexa Hershy 

We recently had the pleasure of attending the inspiring Create + Cultivate conference in Queens, NY, where hundreds of women gathered for workshops and seminars on creativity, work ethic and influence from a top-tier list of speakers and hosts.

Create + Cultivate was started in 2012 by Jaclyn Johnson, a writer turned blogger/CEO/conference creator/event planner and since then, has toured from Portland, Montauk, Brooklyn, Palm Springs, Austin and Los Angeles as a must-attend conference. With so much hype in the industry around this event, we were excited to see what we could learn and share with our clients.

The one-day conference was a collection of brand pop-ups and speaker panels, covering topics like brand collaboration, entrepreneurship, diversity in media and blogging 101. Attending from the client perspective, it was interesting to see the conference from the viewpoint of a potential sponsor or partner, rather than a blogger or content creator. Here are the three key insights we found most valuable:

There’s enough room for everyone. It is apparent that bloggers, social media influencers, and content creators alike think of themselves as media outlets in their own right. While the space continues to crowd with new bloggers popping up by the minute (literally), each influencer feels there is room for everyone to become their own publisher and share their voice and unique perspective with the world. Each speaker agreed that there is a special niche for everyone who feels a pull to create.

Authenticity is everything. Finding an authentic voice, and playing up unique traits in brand partnerships and large projects was a recurring theme during the conference. From a brand representation perspective, so many opinions, tastes, and platforms to choose from can be both a blessing and a curse. On the one hand, there are multiple partners and possibilities that can bring a brand to new audiences. On the other hand, there is a chance the client or product could get lost behind a detached post that doesn’t match the authenticity of the author.

It’s a two-way street. Making a partnership work for both parties while maintaining the integrity of the message is of paramount importance. It can be easy for both client and partner to make compromises throughout the process that may end up diminishing the integrity of the message or mission. Collaborating on tactics or plan prior to public release ensures the focus is on the message, and helps avoid any partnership mishaps.  

The biggest learning of the conference was that successful, organic partnerships don’t just happen - they are made. Create + Cultivate was just a small sampling of the amazing talent that has come to the front lines of the media. However, influencer is still (even more now than ever) a business.

Megan Carroll is a director and Alexa Hershy is an account manager in Allison+Partners’ New York office.

The Stream

Articles + Opinions Delivered Directly to your Inbox.

Sign Up today!

BUSINESSINSIDER // OCT 16, 2017
Netflix Q4 total streaming adds forecast 6.3 million (6.29 million expected) t.co/0NlCDyNViM
VULTURE // OCT 16, 2017
Russian trolls reportedly watched #HouseofCards to learn about American politics t.co/F4QHodQUzB
THEAVCLUB // OCT 16, 2017
.@JuddApatow picks his 5 favorite musical influences t.co/u4yk35KAJF t.co/XjwgPbQoVP
BRIANSTELTER // OCT 16, 2017
And now the Producers Guild has moved to kick out Harvey Weinstein, @blowryontv reports t.co/CQgtM4ZMjM
BRIANSOLIS // OCT 16, 2017
Innovation Begins with a Shift in Perspective; It's Personal t.co/HW1iPDlyjW
ERICTTUNG // OCT 16, 2017
#Cyber Resiliency - Measure Threats Before They Become #Cyber Attacks t.co/XFb3r6MRor
MENTAL_FLOSS // OCT 16, 2017
Dislike a Coworker? Here's How to Handle It — t.co/haAbb9aE4H t.co/EKOTDdVnXE
ABSTRACTSUNDAY // Oct 15, 2017 Bird.
NATGEO // Oct 14, 2017 Photo by @williamalbertallard She passed me by in a moment in Le Marais. Look at her: a belted trench coat, tight jeans with knee-high, high heeled boots. Her long hair flies out beneath a kind of aviator-like cap or perhaps it’s a scarf. She wears ambe
GOODTYPE // Oct 14, 2017 "Courage" by @wallaceconcepts. #StrengthInLetters #Goodtype
TMAGAZINE // Oct 14, 2017 Jeanette Dalrot (@jeanettedalrotinteriors) doesn’t hide her obsessive attention to detail. Instead, the Swedish restaurant designer energetically puts it on display in the inviting interiors she creates for her clients, like @hero_paris. Naturally, Dalrot
MEDIAITE // OCT 10, 2017
University Shuts Down Conservative Lawmaker’s Campus Speech After Protests Drown Him Out (WATCH)… t.co/UJOr85ItNX
LANCEULANOFF // OCT 10, 2017
Stop the world and let me off: There's a tiny cell phone that's also a fidget spinner t.co/onnAGdrsdC t.co/Uj6ZLgBdmp
MENTAL_FLOSS // OCT 10, 2017
The '90s Called: Original Tamagotchis Are Coming Back to the U.S. — t.co/GLszpwmJul t.co/XAzkbIpnMT
ADFREAK // OCT 10, 2017
This guy is living at Helsinki Airport for 30 days for TBWA's #LifeInHEL campaign: t.co/9HbSKq94tJ t.co/XRCzfNXkNj
BUSINESSINSIDER // OCT 10, 2017
Martin Scorsese goes nuclear on Rotten Tomatoes in a scathing column t.co/nfyVvpGWN8 t.co/wAty3UnUix
VULTURE // OCT 10, 2017
In which Jimmy Kimmel likens Harvey Weinstein to the Pillsbury Doughboy t.co/opCsXHsnXU
BRIANSTELTER // OCT 10, 2017
This is what @CarlBernstein and others have been sounding the ???? about ???????? t.co/IGf6kXUKE4
13THWITNESS // Oct 9, 2017 Partnered with New Orleans Tourism to capture some of the city’s great stories. See more at OneTimeInNOLA.com
JATECSON // Oct 9, 2017 "Take time to dedicate to your craft and be selective about what you allow in your life. Don't strive to be a master overnight. Progress naturally to improve your steps over time and make an effort to strive for an organic and sustainable career." - @
NATGEO // Oct 9, 2017 Photo by @noralorek for @natgeo.  Nyediet Kais husband was a rebel and killed by the government army. Now she's taking care of her four children and the three of her brother who's still a rebel in South Sudan. Nyediet and most of her neighbors bel
BUSINESSINSIDER // OCT 9, 2017
Gregg Popovich had the Spurs' female assistant coach the team during a preseason game t.co/Lr023sun6W t.co/nk2SY37mbM
MENTAL_FLOSS // OCT 9, 2017
10 Alternatives to Columbus Day Celebrated Around the Country — t.co/y36DbdnHHQ t.co/fCEOuz0QeA