How talent managers evaluate brand partnerships
Influencer marketing isn’t just about creators, it’s about the managers behind the scenes who shape deals, protect talent, and help brands build partnerships that actually last. In this interview, Dev, co-founder of a talent management agency in the food, fitness, and wellness space, shares how he got into the industry, how his team evaluates brand opportunities, and what creators and brands alike often get wrong about contracts, creative control, and long-term growth.
How did you first get into talent management?
Our agency officially launched in January 2025, so we’re just over a year old. Honestly, we kind of fell into talent management rather than setting out to do it intentionally.
My business partner Jake and I originally planned to start a marketing agency focused on food and restaurants—creating content and handling digital marketing. Around that time, a friend of ours who was growing on social media asked, “Why don’t you manage me?” We had no real idea what talent management involved, but we said yes and figured it out as we went.
That first creator signed in February. By March, we had five creators on our roster through referrals alone. Fast forward a year later, and we now manage around 20–25 creators. It’s been a constant learning curve, but that hands-on learning shaped how we operate today.
When a brand opportunity hits your inbox, what’s the first thing you look at?
The very first thing we look at is whether the brand fits our core industries. If it doesn’t—say it’s beauty or makeup—we’ll often refer the brand to another agency we trust.
If it does fit, we then try to understand what kind of campaign the brand wants to run and whether we can actually deliver value. Sometimes we can make it work through UGC or a specific creator fit, and sometimes it’s just not the right match.
How do you evaluate whether a brand fits your client’s audience?
Most of the evaluation starts with the brand’s existing social presence. We look at their content style, tone, past influencer partnerships, and how they present themselves online.
From there, we curate a shortlist of creators we believe align with the brand. The brand reviews those profiles and decides who feels like a natural fit. It’s a collaborative process—brands know their product best, and creators know their audience best.
How important is creative freedom when evaluating a deal?
Creative freedom is huge. We always ask for a brief before signing anything—it helps everyone align early.
We strongly prefer brands that allow creators to speak in their own voice. Strict scripts are usually a red flag, especially for content posted on a creator’s own platform. Most creators don’t want to build a video around a forced line—they want to create content naturally and integrate brand messaging in a way that feels authentic.
That said, scripted content is far more acceptable for UGC that lives on the brand’s channels rather than the creator’s own profile.
What deal terms matter more than people realize?
Term length—especially for ad usage and whitelisting—is one of the biggest things we watch for. Many contracts default to perpetual usage, often unintentionally. We always push for a defined end date, usually six to twelve months.
We also closely review deliverables to ensure they match what was discussed. Small mistakes—like listing four posts instead of two—can cause major issues if not caught.
Another major red flag is performance-based KPIs baked into contracts. Guaranteed sales requirements can put creators in impossible situations, forcing unpaid labor if goals aren’t met. We avoid these whenever possible.
How do you decide between flat fees vs performance-based deals?
Early on, affiliate and commission-based deals are common—especially for micro-creators. But as creators grow, flat fees become the priority.
Flat fees create clarity. Creators get paid on time, agencies can manage payouts cleanly, and everyone knows what’s expected. Affiliate deals often involve delayed payments and complicated tracking, which creates friction over time.
What’s something brands often ask for without realizing it should cost more?
Influencer marketing is still misunderstood. Brands are often shocked by rates because they compare creator fees to ad spend.
What they miss is that creators provide direct access to a highly targeted audience with built-in trust. That value is often far greater than traditional ads—and should be priced accordingly.
What makes you want to work with a brand again?
Respect, clarity, and fairness.
Brands that value creators as partners—not just placements—stand out immediately. Clear communication, reasonable expectations, and trust in creative execution go a long way.
If a brand wants a “yes” from a manager, what should they prioritize?
Creative freedom
Clear deliverables
Fair usage terms
Realistic expectations
Timely payment
Most importantly, brands should approach creators as collaborators, not just ad inventory.
