Dentsu UK&I has integrated Meta's Creator Marketplace APIs into its Creator & Trends Studio planning platform. The system is available to clients in the UK.
The integration combines Meta's Creator Marketplace and Partnership Ads APIs within Dentsu's proprietary platform, which supports campaign planning. It is designed to link creator discovery, trend analysis and paid activation in a single workflow.
The move makes the agency group one of the first holding companies to connect Meta's creator marketing APIs directly to an in-house planning system. It comes as brands devote more spending and attention to creator-led campaigns across social platforms.
Dentsu said the platform combines data from Meta's Creator Marketplace with its own Velocity Score and AI-based recommendations. The score is intended to track changes in creator activity and cultural trends rather than rely on static measures of popularity.
This approach is meant to help marketers identify creators and topics gaining traction before they peak. The integration also gives users visibility into factors such as creator partnership readiness, recent content and signs of previous brand collaborations.
Changing workflows
The development reflects a wider shift in how agencies and brands manage social media marketing. Paid media, organic content and creator partnerships have often been handled by separate teams, but companies are increasingly trying to link those disciplines as social platforms blend commerce, entertainment and advertising.
Dentsu pointed to its Consumer Navigator Q3 2025 report, which found that 77% of UK consumers had bought via influencers. It argued that creator content now affects not only brand awareness and online discussion but also paid campaign performance.
Meta's tools are central to that process. Creator Marketplace is used by brands and agencies to search for creators and assess potential partnerships, while Partnership Ads allow brands to promote creator content as paid media. By connecting those systems with its own planning tools, Dentsu aims to shorten the path from identifying a creator to launching an ad campaign.
According to Dentsu, early deployments of the platform cut creator discovery time from hours to minutes and sped up planning and activation workflows by as much as four times. It did not provide client names or financial details related to those trials.
Agency strategy
The company has spent the past three years building what it calls a "Total Social" approach, aimed at integrating paid social and creator work more closely. Creator & Trends Studio is the latest part of that effort in the UK market.
Toby Benjamin outlined the intended effect on agency teams and clients.
"The ability to connect trend momentum, creator authenticity and paid activation in one workflow is a real step change for our teams. It allows us to move at the speed of culture while maintaining the rigour brands expect around effectiveness and performance. Creator & Trends Studio reflects our focus on building practical tools that help brands turn creator-led insight into measurable business outcomes," said Toby Benjamin, Chief Media Officer, Dentsu UK&I.
The rollout also highlights Meta's push to embed its creator marketing infrastructure more deeply in agency and advertiser systems. As large agency groups seek more direct access to platform data, social media companies have opened more tools through APIs to make campaign planning and activation easier to automate.
Edel Horgan said Dentsu's integration was part of that broader effort.
"Dentsu is among the first-mover partners to integrate Meta's full creator marketing API offering into their tech stack, and their feedback is invaluable in helping us understand how Meta can continue to help partners like Dentsu accelerate creator marketing at scale. As creators play an increasingly central role in how people discover brands and make decisions, it's critical that the tools powering that ecosystem work seamlessly within the platforms agencies and brands rely on every day," said Edel Horgan, Global Agency Development Lead, Meta.
For agencies, the commercial case for these tools rests on speed and coordination. Marketers increasingly want to identify creators quickly, assess whether a cultural trend is rising, and decide whether to amplify related content through paid formats without moving between separate systems.
Dentsu said its platform was built to support faster shortlisting of creators and clearer links between organic creator signals and paid Partnership Ads. It also said the workflow was designed to align creator strategy more closely with performance media planning.
The UK launch adds to a broader contest among agency groups, platforms and software providers to control the planning layer of creator marketing, where campaign decisions, data signals and media activation are increasingly handled together rather than in isolation.