A creator programme earns its budget when the content can be amplified. We source by audience overlap rather than follower count, brief for both the organic post and the paid cut, secure the usage rights that make amplification legal, then run the winners as Meta Partnership Ads and TikTok Spark Ads — measured on revenue contribution, not engagement rate.
Creator content built to be amplified, not just posted
(the organic post is the test; Partnership Ads on Meta and Spark Ads on TikTok are where the winners get budget)
Selection by audience overlap, not follower count
(a creator whose audience already matches your buyers beats a larger one whose audience never will)
Usage rights and disclosure handled up front
(licence duration, platforms and formats written into the brief — because a lapsed authorisation kills a scaling ad mid-flight)
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The compounding value of creator work is native creative your paid social can scale — which is why the brief matters more than the follower count.
It is a creative source, not a separate channel
The durable value of a creator programme is a supply of native creative that paid social can scale. Treated as reach-buying, it produces impressions nobody can tie to revenue.
Paid amplification changes the economics
Organic creator reach is capped by their following. The same asset run as a Partnership Ad or Spark Ad reaches your targeting, with your budget, from their handle — and keeps the social proof.
Measurement has to be designed, not assumed
Creator work sits early in the journey, so last-click will always undercount it. Codes, dedicated links and holdout tests are the difference between a programme you can defend and one you cannot.
It also explains the most common failure: excellent creator content licensed for thirty days, which expires exactly when the ad built on it starts to scale.
From sourcing and briefing to rights, amplification and measurement — the parts that decide whether creator spend produces reusable creative.
Sourcing and vetting
Selection against audience composition, engagement quality and past commercial work — not follower count. We check whether the audience overlaps your buyers before anyone gets briefed.
Briefing that produces usable assets
Briefs written for both the organic post and the paid cut: hook variants, formats and aspect ratios, plus what must not be said. The output is creative that can enter a testing framework.
Paid amplification
Meta Partnership Ads and TikTok Spark Ads run from the creator's handle against your targeting. Authorisation windows are tracked so a scaling ad never dies because a code expired.
Rights, contracts and disclosure
Usage rights by duration, platform and format; exclusivity where it matters; and disclosure requirements enforced. Advertisers carry regulatory exposure here, not only creators.
Testing and iteration
Creator assets go into the same creative testing discipline as everything else: hooks isolated, formats compared, winners scaled and refreshed before fatigue sets in.
Measurement and reporting
Codes, dedicated links and holdout tests, reported against blended performance — so the programme is judged on revenue contribution rather than engagement rate.
We treat creators as a creative pipeline
The brief is written so the asset works as a paid ad, not only as a feed post. That single decision is what turns a creator budget into something with compounding value.
The winner gets budget, the rest gets learned from
Organic performance is a cheap signal, not the outcome. Assets that hold attention move into paid amplification; the ones that do not become data for the next brief.
Creator ops and paid social in one team
Sourcing, rights, paid cuts, amplification, targeting and measurement are managed together. Creator spend does not stop at publication — it enters the same testing and scaling system as the ad account.
It pays off where creative supply limits paid social, and where the product benefits from someone credible demonstrating it.
It makes sense when
Not yet, when
Rights and formats are settled before production, because they decide what the ad account can legally and technically run.
Audit, positioning and shortlist
We define what the creator layer is for — demonstration, credibility, a specific objection — then build a shortlist by audience overlap and vetting. Output: a shortlist with rationale, rates and expected usage rights.
Brief, produce, license
Briefs written for organic plus paid cuts, contracts covering duration, platforms and formats, disclosure requirements set. Assets are collected in the formats the ad account will actually need.
Amplify, test, scale
Winners move into Partnership Ads and Spark Ads against your targeting. Hooks and formats are tested, budget follows what holds attention, and the programme is measured with codes, links and holdout tests.
Our fee is for running the programme, so booking more creators is never the objective — finding the ones that work is.
Your relationships and your assets
Creator relationships, contracts and licensed assets belong to you. Nothing is locked behind an agency roster you cannot access.
Management fee, not a cut of creator fees
We charge for running the programme. A percentage of creator budgets would reward booking more creators rather than finding the ones that work.
Reported against revenue contribution
Reporting shows what the creator layer contributed to blended performance — with engagement metrics as diagnostics, not as the result.
A cross-section of work across premium e-commerce, marketplaces, local lead generation and ticketed experiences. Each story shows how the right strategy, capabilities and operating cadence come together around the business model.
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The way we work is consistent across every scope: the business objective comes first, each capability has a defined role, and decisions are made against real business numbers.
Direct strategist contact
You work with the person responsible for direction, priorities and delivery — not a layer of account managers.
Infrastructure on your side
Accounts, analytics, automations, creative and data stay yours from day one — no dependency on the agency.
A daily decision rhythm
We connect marketing and analytics data in one operational view, so evidence turns into priorities and action quickly.
No long lock-ins
A 14-day rolling notice, a clear billing model and a clean handover if you decide to stop.
It defines what the creator layer is for, sources and vets creators against audience fit, briefs and contracts them, secures usage rights, then amplifies the strongest assets as paid ads and measures the contribution. The sourcing is the visible part; the durable value sits in briefing for paid use, rights management and measurement design. Without those, a programme produces posts rather than a repeatable creative supply.
Influencer marketing pays for a creator's audience and credibility — the post goes out on their handle. UGC ads pay for content only: the creator produces footage the brand runs from its own account, with no distribution attached. UGC is usually cheaper per asset and easier to license; influencer work adds social proof and reach. Many programmes use both, and our approach to briefing and sourcing creator footage is covered in our guide to UGC ads.
They are the paid amplification formats for creator content. On Instagram and Facebook, Meta Partnership Ads (previously branded content ads) let a brand run ads from the creator's handle with their authorisation. On TikTok, Spark Ads amplify an existing organic creator post the same way. Both keep the creator's name, comments and social proof while the brand controls targeting and budget. Authorisation is granted per post for a set window, so tracking expiry dates is operational work, not an afterthought.
By audience composition and evidence of commercial performance, not follower count. A creator with a smaller audience that overlaps your buyers will usually outperform a larger one whose audience never converts. We also review how past commercial posts performed, whether disclosure was handled correctly, and whether the content style will survive being cut into a paid ad.
With measurement designed before launch, because creator activity sits early in the journey and last-click attribution will always undercount it. Practical instruments: dedicated discount codes, unique landing links, lift in branded search, and holdout tests that suppress the activity in part of the market. Engagement rate is a diagnostic for creative quality, not evidence of revenue.
Both sides. Platform tools such as the paid partnership label are the minimum, and regulators across the EU, UK and US treat clear disclosure as an obligation that reaches the advertiser as well as the creator. We write disclosure requirements into the brief and contract and check them on publication — a mislabelled post is a brand and legal risk, not just the creator's problem.
Tell us about the product, the markets that matter and whether paid social is already running. We'll talk about what the creator layer should do and how it gets measured.
