The rise of the “Creator Economy” is probably the most important new development in our industry in the 2020’s.

As mass-market Linear TV audiences shrink, and consumers of all agencies move online, individual content creators are building huge audiences online through platforms like YouTube, the Facebook/Meta platforms and TikTok.

These influencers and KOL’s wield enormous power and can make or break brands and new product launches in seconds.

Today, the sector is still quite unstructured. Content creators need a range of specialists with different skills, to grow their audience, improve their engagement, develop fan interactions, and leverage commercial opportunities through advertising, apps and gaming. Martin Cass’s new company, BBTV, brings all these skills under one roof.

But the creator economy is not a niche – it’s something which every kind of marketing and communications agency needs to understand and to participate in.

If your agency is not already in this game, you will need to get with the play.

Much about our industry has changed in the last two years. However, there’s one area of exception; how agencies charge for their services. So, in a moment of flux, isn’t now a good time to examine how your agency makes its revenue? Could you be making more by adopting a pricing model that better reflects the value you bring to a client relationship?