Intersections 2026, Diana (Accenture Song): “Creators must generate culture and connection with

"From influencer marketing, we've arrived at a creator economy model, capable of establishing greater affinity between brands and creators. It's no longer about finding the spokesperson who can bring in the most followers, but rather identifying those who can build a strong connection with the brand's values. For companies, this is an extraordinary opportunity because they can go beyond numbers and focus on cultural affinity."

This was stated by Alessandro Diana, head of Accenture Song for Italy, speaking at Intersections 2026, the largest Italian event dedicated to marketing, communications, creativity and technology, currently underway at the Allianz MiCo in Milan.

https://www.youtube.com/watch?v=IWAaX03zYXM