Working with an agency vs a brand directly: what changes for creators

The email says it's about a skincare brand you love. The signature says it's from an agency you've never heard of. Is this the brand? Who are you actually working for? Who pays you?

A lot of brand deals come through marketing agencies: influencer agencies, media agencies, PR firms. They're not your agency (that's a talent manager). They work for the brand, and they're hiring creators on the brand's behalf.

That middle layer changes how the money, contract, approvals and relationship work. Here's what's different, what to check, and how to make both kinds of deal work for you.

First, who's who

There are several kinds of "agency" in creator deals, and it's easy to mix them up.

Who	Who they work for	What they do
Talent manager or talent agency	You	Finds deals for you, negotiates, takes a commission from your fee
Influencer marketing agency	The brand	Runs creator campaigns for brands, books creators
Media or ad agency	The brand	Runs the brand's advertising, sometimes including creator deals
PR agency	The brand	Sends products, sets up gifting and some paid deals
Creator platform or marketplace	Usually both, as a middleman	Matches brands and creators, often takes a fee

This guide is about the middle three: agencies that work for the brand. If you're wondering whether you need someone working for you, that's a different question with its own guide.

What changes when an agency books you

The money comes from a set budget

An agency usually gets a campaign budget from the brand and has to fit a number of creators into it. That has a few effects:

• Your fee is part of a bigger plan. They might have budgeted a fixed amount for creators of your size.
• There's often a little flexibility, but not unlimited. Agencies can sometimes move money between creators, or between paid ads and creator fees.
• They may also earn a margin. Agencies are often paid by the brand on a fee or a percentage. That isn't your business, and you don't need to know it, but it means the brand may be paying more in total than you see.

What it means for you: price the work as you normally would. An agency asking for your rate isn't a reason to lower it.

The contract is often the agency's template

When you work with a brand directly, you might use your own agreement. With an agency, you'll almost always get theirs. Agency contracts are often longer, and sometimes written to cover many campaigns at once.

Things to look for in agency contracts specifically:

• Who the contract is with. Is it with the agency, the brand, or both? This matters for who owes you money.
• "Pay when paid" clauses. Some agency contracts say they'll pay you only after the brand pays them. That can add months and puts the brand's payment risk on you.
• Usage rights for "Client and its affiliates". This can mean the brand, its parent company and sister brands. Ask exactly who can use your content.
• Exclusivity that covers the agency's other clients. Rare, but worth a look.
• Long payment terms. Agencies often have Net 60 or Net 90 standard terms.

Approvals have more layers

With a brand directly, you might deal with one marketing person who approves your video. With an agency, it's often:

1. The agency account manager reviews it
2. The agency sends it to the brand
3. The brand's marketing team reviews it
4. Sometimes the brand's legal team reviews it
5. Feedback comes back through the agency

That means slower feedback, and sometimes contradictory feedback, because each layer adds its own notes. Plan for it in your timeline.

The relationship is with the agency, not the brand

When an agency books you, the person you build a relationship with is the agency's campaign manager. That's not a bad thing. A good agency contact can bring you deals from many brands, not just one. But it does mean:

• The brand may not know who you are in any detail
• You usually can't go around the agency to the brand directly
• If you want a long-term deal with that brand, the agency often controls it

What changes when you work with a brand directly

More room to shape the deal

Direct deals tend to be more flexible. You can suggest your own contract, payment terms and deliverables. The person you're talking to may be able to make decisions without checking with several others.

A closer relationship

Working with the brand's own marketing team lets you build a real relationship. If they like your work, you're the one they remember. Long-term partnerships and ambassador deals often grow from direct relationships.

More admin on you

Without an agency in the middle, you might need to:

• Provide your own contract, or check theirs carefully
• Chase payment from a finance department that doesn't work with creators often
• Fill in supplier forms and tax forms
• Explain things like usage rights and disclosure from scratch

Smaller brands working with creators for the first time may need more guidance. That's extra work, but it's also a chance to set terms that suit you.

Side by side

	Through an agency	Directly with the brand
Who you negotiate with	Agency campaign manager	Brand marketing person or founder
Budget	Set by the brand, split by the agency	Often more flexible, but sometimes smaller
Contract	Usually the agency's template	Can be yours, theirs, or a mix
Payment terms	Often longer, sometimes "pay when paid"	More negotiable
Approvals	Several layers, slower	Fewer people, faster
Relationship	With the agency (can lead to many brands)	With the brand (can lead to long-term deals)
Admin for you	Less explanation needed, more paperwork	More explanation, more flexibility
Repeat work	Across many brands the agency runs	With that one brand

Neither is better. They're different kinds of client.

How to handle agency deals well

Ask the right questions up front

Thanks for reaching out about the [brand] campaign. A few quick questions before I send a quote:

1. Is the agreement with your agency or directly with [brand]?
2. What are your standard payment terms, and do they depend on [brand] paying you first?
3. Will the content be used beyond my channels, and if so, where and for how long?
4. How many people will review the content, and what's the usual feedback time?
5. What deliverables and timing do you have in mind?

Push back on "pay when paid"

This is the single most important thing to negotiate in agency deals. You were hired by the agency, so it's reasonable that the agency pays you on agreed terms, regardless of when the brand pays them.

I'm happy with Net 30, but I'd need payment to be due from my invoice date rather than depending on when [brand] pays your agency. I'm contracting with you, so I'd like the payment timing to be between us.

Agencies sometimes agree. If they won't, at least ask for a deposit, or a cap ("within 60 days of invoice regardless").

Build the extra review time into your timeline

If the posting date is fixed and there are four review layers, ask for the draft date to be earlier, or ask for a guaranteed feedback window:

To hit the posting date, I'd need feedback within 3 working days of sending the draft. Can we put that in the timeline?

Look after the agency relationship

A good agency contact can be worth more than any single brand. Agencies remember creators who:

• Reply quickly
• Hit deadlines
• Send clean, labeled files
• Send performance screenshots on time without being chased
• Are easy to work with on feedback

Do those things, and agencies come back to you with new brands.

Don't go around the agency

If you get on well with the brand during an agency campaign, it can be tempting to pitch them directly for the next one. Be careful. Many agency contracts include a "non-solicitation" or "non-circumvention" clause that forbids it for a period. Even if there isn't one, going around an agency can burn the relationship. If the brand reaches out to you directly, it's usually fine to reply, but be open about it.

How to handle direct deals well

Bring your own process

Brands working with creators directly often appreciate structure. Have ready:

• A simple contract or a list of your standard terms
• Your rates and what's included
• A clear process: brief, concept, draft, one revision round, posting, report

Get supplier setup done early

Direct brands, especially larger ones, often need you set up as a supplier before they can pay. Ask for the forms the moment the deal is agreed. In the US, that often includes a W-9.

Look for the long-term relationship

Direct deals are where ongoing partnerships come from. After a good campaign, it's natural to suggest what's next:

Really glad the launch went well. If it's useful, I'd be happy to put together a three-month plan for spring, with one video a month and Stories around each.

Common questions

Should I charge an agency less because they bring more work?

Not by default. If an agency offers a guaranteed number of campaigns, a package price makes sense. A vague promise of "lots of future work" isn't a reason to discount today's deal.

Can I ask what the brand's total budget is?

You can ask, and some agencies will share a range. Many won't. Either way, quote from your own numbers, not theirs.

The short version

• Marketing agencies work for the brand. A talent manager works for you. Know which one you're dealing with.
• Agency deals: set budgets, agency contracts, longer payment terms, more approval layers, and a relationship with the agency.
• Direct deals: more flexibility, faster decisions, a closer brand relationship, and more admin on you.
• In agency deals, check who the contract is with and push back on "pay when paid".
• Build in review time, look after agency contacts, and don't go around them.

Whether a deal comes through an agency or straight from the brand, tracking it the same way helps. Vantr lets you log the agency as the contact on a deal while keeping the brand name on it, so you always know who to chase and who the work was for.