I run marketing at Influencer Advisory, a Toronto-based creator-marketing agency. The short version of what we do: brands hire us to find the right creators, write the right briefs, and structure deals that pay for themselves. The long version is below.
Most of my week is split three ways. About a third of it is talking to brands who are tired of rising ad costs and want to know whether creators are actually a real channel for them. About a third is creator research: we score every creator on audience overlap, sponsored-post performance, repeat-brand history, and a dozen other signals before we ever pitch them. The last third is deal structure. Flat fee, hybrid, performance, affiliate, ambassador — the wrong structure is why most influencer campaigns lose money, and the right one is why CAC drops the same week.
The reason this agency exists is simple. The brands we work with were getting quoted $30k for a single sponsored video that didn't move sales. We built the agency around a different idea: don't pay creators like billboards. Pay them like a partnership that compounds. The numbers back it up — 25 to 60 percent CAC reduction on programs we've run over 90 days.
Before Influencer Advisory I worked across direct-response marketing and growth — paid social, SEO, lifecycle. I came to influencer marketing because I kept watching brands waste money on the wrong creators, and I knew the vetting + structuring layer was where the real margin lived.
I'm based in Toronto. I write here about what works in influencer marketing, what doesn't, and the patterns I see across the brands we run programs for.