Are ambassador partnerships dead?

Are ambassador partnerships dead? Not quite. But they are evolving.

This came up in a recent conversation I had with Jenny Heinrich - former EVP, Head of Influencer at Ketchum and a true pioneer in the creator economy. We talked about how the industry has shifted and what that means for brand loyalty today.

Having built ambassador programs for brands like SEPHORA, No7 Beauty Company, and Broadway Direct, I’ve seen firsthand why they work:

🔁 Repeat exposure at scale

💬 Consistent messaging

🤝 Creators deeply integrated with the brand

But now?

📉 Brands are cautious about long-term deals in today’s economy

🌐 And they are asking: how do we activate not just the creator - but tap into their trusted communities and get new fans of the brand?

Interestingly, 61% of marketers say they’ve increased investment in ambassador programs over the past year, and 73% plan to invest even more next year (Billion Dollar Boy). At the same time, 49% of creators say long-term campaigns are their favorite way to work with brands (Dash).

So no, ambassador programs aren’t dead. They’re just shifting from creator-first to community-first. 

It’s less about “how often will they post?” and more about “who cares when they do?”

👉 Curious what others are seeing. Are ambassador-style partnerships still part of your brand strategy? What’s working for you?

Original post on LinkedIn here.