--- title: "How YouTube Creators Are Redefining Brand Partnerships: Nisha Mathews at Google Creative Works" date: 2025-09-02T00:00:00+01:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/podcasts/how-youtube-creators-are-redefining-brand-partnerships-nisha-mathews-at-google-creative-works" section: Podcasts --- ![A man with short, curly hair and a beard sits in a modern, well-lit studio, smiling softly as he leans over a radiant microphone. Behind him, a stylish shelf displays colourful cups and playful decor, while a large speech bubble sign boldly reads 'WHAT THEY SAID'.](/uploads/transforms/Images/_1920x1080_crop_center-center_90_none/Podcast_Episode_Banner.jpg) Podcasts [Listen on Spotify](https://open.spotify.com/episode/1EvUDf2ddYoIpPiTAzd8l7)[Listen on Apple](https://podcasts.apple.com/gb/podcast/how-youtube-creators-are-redefining-brand-partnerships/id1738224380?i=1000724557983)[Listen on Amazon](https://www.amazon.co.uk/dp/B0CZ7B43FL?ref_=cm_sw_r_cp_ud_dp_TCFFXPBE0CQZE03BFH6D) This month on *What They Said: The Influencer Marketing Podcast*, host Sammy Albon sits down with **Nisha Mathews, Creative Business Lead at Google Creative Works**, to explore how YouTube creators are transforming the future of brand partnerships. From authenticity to AI, discover how brands and creators can build meaningful, lasting connections on YouTube – and what strategies actually cut through. With years of experience shaping marketing strategies at Omnicom and Wavemaker before joining Google, Nisha brings a unique perspective on the evolving world of creator marketing. In this episode, Nisha shares insights on: - Why ads that don’t feel like ads win attention - How YouTube Shorts is reshaping discovery - Why micro-influencers are a secret weapon for engagement - Strategies to integrate Shorts + long-form video into a seamless brand story Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/podcasts/how-youtube-creators-are-redefining-brand-partnerships-nisha-mathews-at-google-creative-works.md&title=How%20YouTube%20Creators%20Are%20Redefining%20Brand%20Partnerships%3A%20Nisha%20Mathews%20at%20Google%20Creative%20Works) ## In other news [Podcasts ![A young man with medium-length brown hair gestures animatedly while discussing a topic. He wears a stylish black jacket against a softly lit background, featuring a gradient of warm hues. The image prominently showcases bold text stating, 'JACOB ELORDI BATHWATER AD?!', adding a striking contrast.](/uploads/transforms/Images/Podcast/_638x589_crop_center-center_90_none/3.png) ### Marketing Strategy with Ted Robinson: CMO of Grind Ted Robinson, CMO at Grind, shares how the brand has evolved from a single café in Shoreditch to a household name in the coffee industry. From viral campaigns like their Jacob Elordi-inspired tube ads to leveraging influencers for authentic, platform-native content, Ted provides a behind-the-scenes look at Grind’s marketing strategy.](https://itsprettygreen.com/podcasts/marketing-strategy-with-grind-cmo)[Digital PR, New Work ![A grand historic building with a light-coloured façade, featuring ornate architectural details and large arched windows, stands under a clear blue sky. In the foreground, text overlay reads "PrettyGreen WELCOMES Priory", highlighted by a modern logo with a playful cloud design.](/uploads/transforms/Images/_650x600_crop_center-center_90_none/pgWelcomePriory.jpg) ### PrettyGreen Appointed by Priory to Drive Digital PR Campaign for New Therapy-Led Residential Addiction Service, Flourish Creative communications agency PrettyGreen will support Priory’s digital PR and search visibility strategy for the launch and expansion of Flourish, a pioneering residential addiction treatment programme in the UK.](https://itsprettygreen.com/latest/prettygreen-appointed-by-priory-to-drive-digital-pr-campaign-for-new-therapy-led-residential-addiction-service-flourish)[Podcasts ![A woman with curly hair and a bold orange lip sits on a plush brown sofa, gesturing expressively while discussing topics of social relevance. A sleek microphone stands nearby, framed by a softly lit, warm background that enhances the inviting atmosphere.](/uploads/transforms/Images/Podcast/_638x589_crop_center-center_90_none/1.png) ### Inclusive marketing with Jessica Joseph: Founder of Season 25 In the first episode of the What They SaidInfluncer Marketing podcast Jessica Joseph, founder of Season 25, discusses how the creator economy can become a more inclusive space. Jess shares her journey from talent manager to agency founder and her mission to elevate underrepresented voices in influencer marketing.](https://itsprettygreen.com/podcasts/inclusive-marketing-are-black-influencers-paid-fairly)[News ![Three individuals seated comfortably on a plush green couch in a contemporary space. The first, a man with glasses and a beige jacket, smiles warmly. Beside him, a woman in a denim dress exudes a relaxed charm. On the other side, a man in a dark jacket leans casually, completing the inviting scene.](/uploads/transforms/Images/Team-Culture/_650x600_crop_center-center_90_none/PinPoint_Image.jpg) ### PrettyGreen Acquires PinPoint Media PrettyGreen has acquired performance marketing business, PinPoint Media as part of the agency’s long-term growth strategy.](https://itsprettygreen.com/latest/prettygreen-acquires-pinpoint-media)