Jayde I. Powell Is Selected Among 9 Creators to Join the Publicis Creator Collective
Jayde I. Powell, founder and head of creative at The Em Dash Co, has been named one of nine inaugural members of the Publicis Creator Collective, a new advisory body launched by PMX Social, the social practice within Publicis Media.
The Collective brings together nine creators spanning travel, sports, food, fashion, and culture at large, including Mick Batyske, Gabby Beckford, Jessica Lee (Davis), Priyanka Naik, Victoria Jacobi, John Scafiddi Jr., Travis "TravQue" Thompson, and Trey Phills. Together, the group will advise PMX Social and its clients on strategy, trends, and creative activations, with the shared goal of helping brands show up more authentically in the communities that shape culture.
For Powell, the appointment builds on an existing relationship with the network. In 2024, she worked as a freelance social creative director at Publicis Groupe, contributing to creative work on the Pfizer account. That engagement offered an inside look at how a global network approaches brand strategy at scale, and it's part of what made this next step with PMX Social feel like a natural progression rather than a cold introduction.
What the role involves
According to the Collective's founding brief, membership is structured well beyond a typical brand ambassadorship. Members are expected to:
Brief PMX Social leadership on emerging platform behavior, community dynamics, and shifts in the creator economy
Pressure-test creator and influencer strategy before it reaches clients
Participate in quarterly brainstorm sessions with the Publicis team
Represent the Collective at industry panels and in trade press
Serve as live cultural validators in the pitch room, weighing in on creative territories before they go to market
In exchange, members get a direct line into agency strategy and new business conversations, co-authorship and panel opportunities through Publicis' platform relationships, and named credit in pitch decks, press, and thought leadership.
Why it matters
The premise behind the Collective is straightforward: agencies have historically treated creators as a distribution channel—hire them, brief them, measure them, repeat. PMX Social is positioning this program differently, treating creator judgment and cultural instinct as inputs into strategy itself, not just outputs of a media plan.
For Powell, whose work through The Em Dash Co and Creator Tea Talk has centered on building infrastructure and credibility for creators in the industry, the Collective is a chance to bring that perspective directly into agency strategy, brainstorms, and pitch rooms, while continuing to build out her own platforms.
The Publicis Creator Collective was announced by Publicis Media on LinkedIn. Learn more about The Em Dash Co and Jayde's work at theemdashco.com.
