Dentsu UK&I has launched Creator & Trends Studio, a proprietary planning platform that integrates Meta’s Creator Marketplace and Partnership Ads APIs, making the holding company one of the first to build the full API offering into its own tech stack. The platform is available to clients in the UK.
Creator & Trends Studio combines creator discovery, cultural trend tracking and paid activation in a single workflow. Rather than running paid, organic, and creator teams as separate functions, the platform feeds creator data and dentsu’s own signals directly into campaign planning. The company said early deployments have cut creator discovery time from hours to minutes and accelerated planning and activation workflows by up to four times.
At the center of the platform is dentsu’s “Velocity Score,” an AI-driven metric built on the company’s machine learning models that ranks creators and trends by rate of change rather than static follower counts or popularity. Dentsu said the score is designed to help brands identify creators and cultural moments before they peak, along with visibility into a creator’s partnership readiness, recent content, and brand collaboration history.
“The ability to connect trend momentum, creator authenticity and paid activation in one workflow is a real step change for our teams,” said Toby Benjamin, Chief Media Officer at dentsu UK&I. “It allows us to move at the speed of culture while maintaining the rigour brands expect around effectiveness and performance.”
The launch draws on data from dentsu’s Consumer Navigator Q3 2025 report, which found that 77% of UK consumers have made a purchase through an influencer. Dentsu framed the tool as part of a three-year push toward what it calls a “Total Social” approach, merging paid media and creator strategy rather than treating them as separate disciplines.
A Broader Meta Push
The integration lands weeks after Meta used Cannes Lions 2026 to announce it would consolidate Creator Marketplace and Partnership Ads into a single destination, the Meta Creator Marketing Hub, later this year. That overhaul will also add Facebook creators to Creator Marketplace for the first time, giving businesses access to creators from both platforms in one place alongside the more than five million Instagram creators already discoverable there.
Meta has said Partnership Ads built through the marketplace have produced a 19% lower cost per acquisition and a 13% higher click-through rate than standard campaigns.
Edel Horgan, Global Agency Development Lead at Meta, said dentsu’s early integration is helping shape how the company builds out the rest of its creator marketing API offering. “As creators play an increasingly central role in how people discover brands and make decisions, it’s critical that the tools powering that ecosystem work seamlessly within the platforms agencies and brands rely on every day,” Horgan said.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
