The Remarkables ceases influencer representation, pivots to working directly with brands
Influencer agency The Remarkables is winding down the representation part of the business in a big change of strategic division for the four-and-a-half year old company.
In an open letter published on The Remarkables website, Lorraine Murphy, founder and managing director of the company, said: “Way back in May 2012, The Remarkables Group was the first influencer representation agency in the Australian market and now it’s time to pioneer again to meet the changing needs of our clients.
“In the 4.5 years since we launched, the influencer space has evolved and matured significantly, with marketers now having a far greater understanding of the power of influencer marketing. To meet this need many new players have since entered the market offering various solutions.
There’s been a big shift in the ‘influencer’ industry and this is probably a reflection of how things are now operating. The problem is that representation agencies came in to essentially act as agents for bloggers, but in order to get the clients the balance was in favour of the brands, not the influencers. As individual bloggers and social media identities have grown, they’ve been able to work directly with brands and negotiate much better deals than agencies were getting (if not in terms of larger payments, at least strategies that are more appropriate and authentic for the influencers).
The most successful ‘agencies’ that exist – and are growing – were set up by bloggers and are run by bloggers. They are not run by middle managers who are trying to get a slice of the action. They do well because the balance is in favour of the bloggers, the content and projects are more authentic, which is better for the readers/followers and everyone benefits!
Couldn’t agree more, Michael. It’s interesting to see the changes happening.
Bloggers and Influencers are creatives, they are able to craft bespoke content that has the brand and their following in mind. This is why they are respected and have a following.
Not all, but the majority of them are not great business people. They are not marketers, they are simply creators with a unique tone of voice. By having representation, they are allowing someone to manage not only their brand but look after the business aspect of things, allowing them to create the best work and continue to grow their following.
I’m shocked at this decision by The Remarkables Group. The majority of marketers and PR professionals, who have had direct dealings with Influencers or Bloggers, will almost always have a horror story to tell. If they have no representation or someone who is going to give you a somewhat unbiased opinion, raises major concerns for the transparency on a number of factors. Anyone who’s dabbled in this space will know these concerns.
To Michael’s point: “at least strategies that are more appropriate and authentic for the influencers” – totally disagree with this. Most influencers/bloggers will find a way to make things work from a creative perspective and on paper it will look good – but it’s not always the right fit. That is what Talent Managers or Agencies are able to identify, and are able to offer advice.
The industry is definitely changing, the world is changing with technological advances. However, educated people, with brilliant minds, that are specialists in what they do will always prevail.
What an interesting shift for The Remarkables – however one I feel that is very indicative of the market. Bloggers/content creators and influencers and becoming more savvy with how to interact with brands and deliver what’s best for their audience – not the brand.