“We’re seeing that our creators are frustrated with one-off campaigns that go nowhere,” Lee said.
Currently, Saylor does not have any creators that it represents exclusively; instead, it works with hundreds of creators on an as-needed basis, with a few dozen in a more frequent rotation, according to Trowbridge.
It is working to develop a more formal relationship with a specific slate of creators, whose services it will be able to shop to brands more proactively, but that offering is not yet available. The agency is also able to curate creators for brands based on the specific needs of their brief.
The launch lands amid a wider convergence of social strategy and creator marketing across the industry, as brands view creators less as distribution channels and more as collaborators.
“It’s not about just tacking on a new capability—we’ve always been doing this,” Trowbridge said. “It’s about going deeper in creative marketing.”
