Marketers are increasingly hiring agencies of record to oversee creators, moving away from temporary partnerships and treating them as long-term strategies. Virgin Atlantic and Haleon are examples of brands that have engaged creator agencies for sustainable collaborations. There is a noticeable increase in requests for proposals for these roles, indicating a commitment to creator marketing. Brands are investing significantly more, transitioning from one-off campaigns to ongoing, integrated strategies that maximize influencer collaborations across various categories and teams.
We've shifted from brands wanting to kind of go on a date to wanting to be in a marriage, said Emma Harman, co-CEO of Whalar.
Yes, we are seeing a huge uptick in RFPs for creator agencies of record roles from brands - about 10 times, explained Steven Lammertink, founder and CEO of The Cirqle.
From an organic growth perspective [for the business] those brands are doubling and tripling their investment within the influencer space and turning from a one campaign to an annual evergreen strategy for net new business, shared Monika Ratner, head of growth at Horizon Media's creator division Blue Hour Studios.
What used to be an exception - a few brands making long-term bets - has started to look more like standard practice.
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