Collective Digital Studios has helped nurture YouTube personalities like Fred, Epic Meal Time, The Annoying Orange and Video Game High School through brand partnerships and multi-platform content deals, and last year it moved into managing the online video presences of brands including Purina and Estée Lauder. Strategy sat down with Reza Izad, CEO and co-founder of Collective Digital Studios, to talk about the different types of companies that are tapping content creators, as well as share some wisdom on how brands can be successful in the space.

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Interviewed by Mary Maddever