• While brands still maintain agency of record relationship with agencies, it’s far less prevalent as brands are choosing to move to smaller boutique, creative or content shops.
  • Smart marketers are leveraging that trust and realizing that because of that trust, consumers are actively choosing to seek out and consume content from these trusted creators and, yes, the smaller, more boutique ad agencies that work behind the scenes helping to direct and craft the content influencers share with their audiences.
  • This shift towards transparency and trust is a result of social media which has allowed influencers to grow niche audiences that are loyal and trusting of the influencer.

    Source: http://www.thedrum.com/opinion/2017/12/21/trust-and-transparency-issues-shift-content-creation-large-agencies-boutique