Fiverr launches creative consulting business for corporate clients
- Togetherr allows marketers to hire a team from a pool of over 1,110 top creatives.
- Part of Fiverr, the platform will allow marketers to bypass agencies.
- Togetherr freelancers are vetted and many have won awards or worked with big brands.
Online freelance marketplace Fiverr is launching a new platform on Thursday, which will allow marketers to build a team of top freelance creatives to work on projects like branding or new product launches.
Named Togetherr, the platform caters to corporate clients, as well as agencies, that need on-demand, project-based skills, with projects starting at $50,000.
Unlike Fiverr, where anyone can create a freelancer account and bid on projects, only approved freelancers will appear on Togetherr. Many have won accolades, such as Cannes Lions and CLIO awards, and some have worked on campaigns for clients like Google, IKEA and Nike.
The platform, 100% owned by Fiverr but operating from a different website, Togetherr.com, was launched in collaboration with Amir Guy, who will oversee it as chief executive. Guy comes with 25 years of
experience, between agencies such as Grey, Wunderman Thompson and Young & Rubicam.
Togetherr has spent the past few months vetting and onboarding over 1,100 creatives and 30 micro-agencies, which will serve as a pool of advertising experts that marketers can draw from.
Guy is banking on two trends he sees in the industry: nimble and disruptive tech companies increasing their share of ad spend, and the fact that most large companies don’t already outsource their entire ad business to agencies. exclusively.
“They can’t even conceive of working with agencies,” said Tech Companies’ Guy. Meanwhile, “let’s say you’re the go-to agency for Nike – you know 50, 60% of the projects aren’t done with you, because they don’t trust you to do it. You’re too slow, too convoluted,” he said. added.
Togetherr uses AI to build a high performing creative team
After clients answer a few questions to define the scope of their marketing project, Togetherr’s AI algorithm will create three “dream teams” of creatives, whose skills and backgrounds should match the client’s requirements. The algorithm will ensure that members of each creative team are related to each other in some way, such as having previously worked together at the same company or on the same project. It does this by analyzing publicly available information such as LinkedIn and award sites. This will help build team cohesion, a common concern among clients who hire freelancers, Guy said.
The inspiration to start Togetherr came from Guy’s own experiences as an advertising executive. Over the years, Guy said he’s seen clients grow increasingly frustrated with the slowness of their agencies, while the agencies themselves hemorrhage creatives, who have become disillusioned with agency life due to of the industry’s increasingly “toxic” work environment.
Brands started opening in-house agencies, while top talent moved in on their own, and work became more project-focused.
Guy then realized that when clients needed outside talent for a project, they mostly stuck to a list of creatives they already knew, while the creatives themselves often freelanced on projects. projects in their former agencies. It was there that he realized that Togetherr could help brands get to better creatives and creatives get to more projects.
“People sometimes [ask], are you a disruptive product? And I say no, the disruption is already underway,” said Guy, who added that the pandemic has only accelerated the exodus of talent from agencies and the willingness of clients to hire freelancers, regardless of or their location.
Agencies need a “wake-up call”
Fiverr isn’t the first company to attempt to automate the creative process in marketing and advertising. Startups like BeenThereDoneThat also aim to reduce marketers’ reliance on agencies by bringing together top talent that is easily accessible.
But Togetherr doesn’t necessarily intend to kill” advertising agencies, Guy said. Instead, he sees the platform as an additional tool that agencies can also use to complete projects for clients. “I want to make brands happy so they can access designs directly. and I want to make agencies happy so they can have agility and on-demand capacity using Togetherr,” he added.
As agencies have consolidated over the years, boutique agencies and even solo operations have sprung up. This left the market fragmented and, according to Guy, ripe for disruption.
“I don’t think agencies are going to go away,” he said. “I think big brands will always need agencies to support them over the long term and to serve as guardians of brands or strategies. [Togetherr] is a wake-up call because the industry needs a restart.”