Ben Woods was quoted in PRovoke Media on "Disney Is Rethinking The Rules Of Fandom. Should Communicators Do The Same?"
3 September 2026Creator economy analyst Ben Woods at technology, media and telecoms insights firm Enders Analysis sees the future as less a transfer of ownership from one function to another than a sharing of responsibility: “I think responsibility is becoming more shared rather than simply moving from communications to another department,” he told PRovoke Media.
“A creator might promote a new release, make content around an existing franchise, host a podcast or even produce programming that appears on a streaming service. Different parts of the business will therefore have different reasons for working with them.
“The important thing is having checks and balances around those decisions. Content teams might know who can make something audiences want to watch, while marketing and social teams understand who can reach and engage the right audiences. Communications can bring another perspective: is this someone we are comfortable becoming closely associated with our brand?”
