How independent agencies are staking their claim in the creator economy

When marketing firm The Brandtech Group acquired theAmplify back in 2016, followed by Collectively in 2020, the creator economy was still a bit of a riddle to its rivals. The agency was providing strategy and management services — but it was hardly a unique selling point.

“At a big picture level, we always believed in the huge power of the creator economy back when most people didn’t, hence why we started investing in the space when I created the company,” said David Jones, founder of The Brandtech Group. “It was all about creating the leader in a category that back then was still quite nascent.”

Nowadays, that’s no longer the case.

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