Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Ivy Liu
As influencer marketing matures, marketers are seeking longer-term relationships with influencers themselves as well as influencer marketing agencies.
Agency execs at influencer marketing agencies say that they’ve seen a significant uptick over the last 18 months and, even more so, at the end of 2022 in requests for proposals for agency-of-record relationships with brands. The move comes as marketers are moving away from a project-based approach to a more long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
“Influencer [agencies] are now being given a seat at the table,” said Danielle Wiley, CEO of influencer marketing shop Sway Group. “We’re participating in more inner agency meetings, monthly meetings where all the agencies are coming together.”