The article examines the tension between traditional agency structures and the evolving creator economy. A marketing associate and part-time creator shares insights on the hybrid role many agency employees are taking on. In the rapidly changing landscape of social media, these individuals often perform multiple roles, breaking free from rigid job titles. However, they face challenges in navigating agency protocols that can slow down creativity and responsiveness, which are increasingly demanded by brands seeking agility in their marketing strategies.
You do have to go through a heavy process with multiple layers [in agencies]. I think a lot of times people get too stuck on their job title.
Brands aren't going to like that [guardrail] approach as much because they want flexibility and speed in a fast-paced social media landscape.
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