A few years ago, I sat in a client meeting that changed how I see this entire industry. The brand had just paid an agency five figures for an influencer campaign. No tracking. No real creator relationships. No post-campaign insights. Just a deck full of vanity metrics and excuses. And the crazy part? That was normal. That’s when it hit me... Most agencies treat influencer marketing like a line item. We treat it like a growth engine. Because when you build influencer programs that: → Create authentic communities → Drive mass awareness at low-CPM → Generate ad-ready UGC with usage rights → And fuel every other brand acquisition channel You stop thinking about “influencers”... and start thinking about impact. That’s the model we’ve been obsessed with ever since. Helping brands like Huel, Fussy, and Lululemon scale through creator ecosystems, not campaigns. No fluff. No hype. Just a better way to grow.
Love this approach shifting from campaigns to impact is such a smart move. Building authentic creator ecosystems beats chasing vanity metrics every time. No fluff, just results love it.
Most agencies rent influence. The smart ones build ecosystems.