giffgaff’s work with creators started as experimentation and has grown into something bigger. In this interview we ask how short and long-form creator content sits alongside the rest of the media mix, and how the brand plans and measures it. Why does a brand want to own its own IP? What does it take to create a format, put media behind it and bring partners in with you? And how did the team get leadership on board, and why was now the right time?