Several creator agencies have approached us. I don't fully understand what they do vs working with creators directly. Is an agency worth it for a mid-size brand?
Creator agency value proposition — when it's worth it and when it isn't: What agencies do: creator sourcing and vetting, contract management, brief development, content approval, payment processing, reporting. Agency fee: typically 15–25% of total creator spend OR a flat retainer (₹30k–₹1.5L/month). When you need an agency: (1) Running 20+ creator campaigns simultaneously. (2) No in-house team capable of relationship management. (3) Campaign requires specific creator expertise (celebrity management, YouTube native deals). When you don't: smaller campaigns (under 10 creators), when you have in-house capacity, when you want direct data and relationships that agencies typically retain. Middle path: use a platform (CreloAI, Qoruz) for discovery + vetting, handle relationships yourself. This gives 80% of agency capability at 10% of the cost.
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