Shortly after Rachel Smith joined the cable network Bravo, she helped greenlight what has gone down in reality-TV history as one of the most popular shows of all time: The Real Housewives of Orange County.

Now, the television executive is spearheading Peacock’s unscripted content slate as NBCUniversal Entertainment’s EVP of unscripted content, lifestyle, and documentaries. In the role, which she started in 2023, Smith has overseen several breakout Bravo hits that, when they arrive next-day on Peacock, have helped to cement Peacock’s position as a place for reality fanatics, including Vanderpump Rules, Southern Charm, and Summer House, and, of course, the Real Housewives franchise and its spinoffs. The streamer has also found additional staying power with shows like The Traitors and Love Island USA.

Smith, who worked on the unscripted side at BBC America and the Discovery Channel, told Marketing Brew that she’s focused on capitalizing on the power of Bravo superfans known as Bravoholics, who just might watch their favorite shows on Peacock the day after new episodes air on cable. And while some fans may want to rewatch their favorite shows over and over again, she and her team are always on the lookout for new unscripted series ideas for the streamer that are unlike the more typical reality-TV fare.

“So much of unscripted television or television is just recycling the same ideas,” she told Marketing Brew.

We spoke to Smith about her approach to building Peacock’s content slate, and why she thinks the Bravo cinematic universe and new in-person experiences are key to sustaining fandom.

Continue reading here.—JS

There’s a lot of chatter about TikTokers and Instagrammers these days, but not as much about Snapchatters. Jim Shepherd, director of global content partnerships at Snapchat’s parent company, Snap Inc., is working to change that.

Shepherd’s job is largely to recruit creators to Snapchat, pitching them on features like the platform’s revenue-sharing program, which was extended beyond Snapchat Stories to the platform’s Spotlight feature late last year.

“One of the things that I hear from creators all the time is that brand deals are awesome,” he said, “but they also really feel that the platform sharing revenue with them is really important.”

Snap seems to be banking on brand deals and revenue sharing to boost its creators, as well as its own revenue. In 2024, the company paid out more than half a billion dollars to creators and media partners. It’s also continued investing in new features for creators and brand partners, like its Snap Star Collab Studio, which helps brands find creators and turn organic content into paid media. At its NewFronts presentation in May, Snap announced new features for brands and creators, like the ability to send Sponsored Snaps. In June, the company announced even more new features, including a lasting content archive for public creator profiles and the ability for creators to view insights like average Spotlight view times and views broken down by traffic source.

We spoke with Shepherd about how Snapchat is working to position itself against other platforms and become a creator generator in its own right.

Continue reading here.—KH

From memes of Tyrese Haliburton doing Reggie Miller’s famous choke celebration to a seemingly never-ending stream of international soccer content leading up to the FIFA World Cup, sports are everywhere these days—even if you’re not on NBA Twitter.

In fact, more than half (56%) of US adults watch sports in some capacity at least once a week, according to a survey conducted by independent ad agency PMG. A similar share (51%) said the performance of their favorite team or athlete has some impact on their mood.

The survey was conducted Sept. 30–Oct. 9 among 1,200 people over the age of 18 in the US who watch sports “at least once every few months.”

“The days of simply watching a game and turning off the TV when it’s over are long gone; modern sports have transformed into a cultural phenomenon that keeps fans connected before, during, and after the game,” PMG wrote in a report about the survey results.

In addition to providing insights into why and how fans engage with sports, the report explores the role of brands in the sports ecosystem, the evolving crossover between athletes and creators, and what other trends are on the horizon for sports.

Here are some of the report’s takeaways.

Loyalty test: Sometimes, sports fans are born, not made. According to PMG, being raised as a fan of a team from childhood is a top factor that contributes to fan loyalty, along with living in the city a team plays in. Smaller shares of respondents said they’re loyal to a team because it was the first one they watched when they started following a sport, or because their friends are fans.

Less than 20% said they’re loyal to a team because it’s trendy—so sports fans, fear not the bandwagon.

Continue reading here.—AM

The creator economy isn’t slowing down. It’s evolving. Join us on July 24 in NYC (or virtually!) for What’s Next? Navigating the Future Business of Creator Marketing. Hear from leading voices shaping the space—including Erin Goldson, demand creation lead at Dove Men—as we explore platform shifts, local strategy, data-driven insights, and what’s next for brands and creators alike.

Executive moves across the industry.

• WPP’s communications and corporate affairs chief, Chris Wade, is exiting the holdco after 13 years.
• Vogue US editor-in-chief Anna Wintour is stepping down but will retain her roles as Vogue’s global editorial director and parent company Condé Nast’s chief content officer.
• Glossier CEO Kyle Leahy is exiting the brand at the end of the year.
• Disney tapped Nike vet Ron Faris to be SVP of global marketing for Disney Consumer Products.