February 11, 2026

Overherd on Social: Inside WPP and Google’s Creator-Led Media Solution

Overherd on Social | Goat and YouTube Creator Solution | WPP

Goat’s Overherd on Social podcast is a marketer’s go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators.

In this episode of Overherd on Social, we sit down with Silvia Sparry, Global Chief Transformation Officer at WPP Media, Ellie Hooper, Global VP of Growth at Goat, and Emily Reynolds, Global Partnership Lead at Google, to discuss the way that brands are able to innovate on YouTube in 2026 through creators, media and AI.

In particular, we dive into WPP and Google’s creator marketing solution (the most comprehensive in the industry) and what it means for brands’ strategies this year.

Interested? Find out more →

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Available on Spotify, Apple Podcasts and of course… YouTube.

In this episode, we explore:

YouTube creator content formats and how they’ve evolved
New and innovative approaches to creator-led media on YouTube
WPP and Google’s industry-leading creator marketing solution
How the solution enhances data, campaign insights and strategies
Where the main opportunities are for brands to leverage creator marketing on YouTube

🎙️ Hosted by:

Jo Hughston: Head of Marketing, The Goat Agency

Guests:

Silvia Sparry, Global Chief Transformation Officer, WPP Media
Ellie Hooper, Global VP of Growth, The Goat Agency
Emily Reynolds, Global Partnership Lead, Google

Chapters:

00:00:00 – 07:15:17 – Introduction
07:15:17 – 13:04:22 – Career journey
13:04:22 – 17:07:22 – A notable shift in the industry
17:07:22 – 19:05:13 – What is YouTube and what are the biggest opportunities?
19:05:13 – 20:02:20 – How clients are planning around YouTube
20:02:20 – 23:37:02 – How clients are approaching YouTube using creators
23:37:02 – 26:44:17 – How brands should be experimenting across YouTube
26:44:17 – 28:05:09 – Overview of the WPP & YouTube influencer capability
28:05:09 – 31:57:02 – Where The Goat Agency fits into the capability
31:57:02 – 33:32:20 – Why Google & WPP have collaborated on this capability
33:32:20 – 34:07:21 – How will this empower our clients going forward?
34:07:21 – 36:33:21 – Key measurement measurements for YouTube
36:33:21 – 39:49:20 – AI and transformation across YouTube creator marketing
39:49:20 – 42:31:13 – How WPP is building a roadmap to keep at the forefront of technology
42:31:13 – 46:27:02 – How they are keeping up with all the changes in the advertising industry & final thoughts