"We're entering a new era as influencer marketing and the creator economy professionalize," said our analyst Minda Smiley.
"[Brands] are going to their full-service creative agency, and they don't need a specialized shop anymore," said Smiley. "Marketers always want to trim their rosters, and they want to work with their main agency partners."
#influencer-marketing #creator-economy #agency-consolidation #marketing-strategy #professionalization
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