CreatorOS, the London-based creator marketing platform that has run campaigns for McDonald’s, Crocs, Subway, and Samsung, has rebranded as Nutcake, bringing its AI-powered assistant of the same name together with its existing campaign infrastructure under one company name.

The rebranding follows the launch earlier this year of Nutcake as an AI layer that adds competitive intelligence, agentic automation and brief-writing tools on top of the CreatorOS platform, which handles creator campaigns end to end, from strategy and discovery through briefs, contracts, content approvals, delivery tracking and payments.

“Creator marketing now requires the same levels of insight, data and executional rigor as every other marketing channel. Clients now require sophisticated data to ensure their creator budgets are being optimized, and we needed a new name to boldly reflect this next iteration of our business,” said Tim Mitchell, CEO at Nutcake, who co-founded the company with Will Cookson in 2020. “Nutcake combines our proprietary data and established CreatorOS platform with an agentic AI layer on top that manages administrative tasks faster and delivers deeper content data analysis. We want to help marketers and creators alike to focus on what really matters to them, creating great content that people watch.”

Nutcake’s agents are built to handle operational tasks, including chasing creator responses, tracking submissions and generating outreach, but Mitchell said they are not designed to make judgment calls. “They never make decisions on your behalf, but they take on tasks you don’t want to do,” he said, adding that content approval, creator sign-off and budget decisions remain with the brand.

Nutcake is free to access for brands and agencies and is designed to scale from single creator relationships to campaigns run across a full roster of partners, according to the announcement. The company works with agencies including Saatchi & Saatchi, Leo Burnett, Lucky Generals and BBH.

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