As we celebrate 10 years at The Collaborations Agency, we’ve been reflecting on the lessons that have shaped not only our business, but the wider industry around us.

Finding your lane isn’t just about picking a topic like fitness, fashion, or business. It’s about identifying a distinct space at the intersection of what you care about, what you know, and who you’re speaking to.

If you were online at all this week, you probably saw Coachella, and chances are your favourite brands right there with it, tapping into its cultural spotlight.

Creator marketing is a fast-moving industry that’s constantly evolving, but after 10 years in the business, we’ve seen it all. Here, we break down the biggest changes shaping the space.