How marketers, creators vet influencer agencies as the creator economy continues to expand

When major marketers like Unilever are saying they’re dramatically increasing their ad spending on influencer marketing, the agencies who manage influencer marketing are, naturally, chomping at the bit to get those ad dollars.

But when everyone, even more traditional ad agencies, are after brand dollars — in a market where most ad budgets are tightening — what separates the best when it comes to influencer marketing agencies from the rest? How do marketers and creators sort through the ever-expanding list of influencer marketing agencies and figure out who to work with?

“I look for a team that’s flexible, collaborative and genuinely invested in helping solve problems as they arise — going beyond just executing tasks to acting as true strategic partners,” said Amy Moussa, manager of social media and digital partnerships for restaurant company Qdoba Mexican Eats, which works with creator marketing agency Open Influence.

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