Are influencer marketing agencies eating into the creative agency pie?

Marketing Interactive

Earlier this year, we reported that the number of brands spending more than 30% of their total marketing budget on influencer marketing has increased to 25.4% this year, up from 21.4% in 2021. According to The Southeast Asia Influencer Marketing Industry report by influencer marketing and commerce platform Partipost and Quest Ventures, the percentage of brands that did not try influencer marketing decreased from 16.9% in 2020 to about 5.1% this year.

In fact, the trend is so popular that many marketers we speak to are choosing to work directly with influencers or their agencies rather than work with intermediary creative agencies. Reasons largely include direct access to the influencer, alignment of target demographic and reach, higher campaign or promotional awareness, and occasionally, of course, budget friendlier options.


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