Fiverr, an online marketplace for free services, has launched Togetherr, a platform for building creative teams and connecting them with global brands and agencies.
The platform uses proprietary technology, Creative Genome, to build teams from an exclusive group of creative talents. These teams will be curated and coordinated to support brands and agencies on specific projects and campaigns.
The world of advertising has undergone tremendous changes in the last few decades. The emergence of new digital platforms, media fragmentation, the rise of technology giants, e-commerce and science-based marketing have all dramatically affected brand-agency relationships. It has also affected the way creatives feel about working for agencies, which ultimately affects the results of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways to work.
Amir Guy, CEO of Together, said: “Long before the pandemic, our industry was stuck in a rut, slowly stifling the creative energy and ambition that once defined our industry.
“The Agency-of-Record (AOR) model, based on high retention, inflated staffing, overhead costs and complex processes, does not meet today’s client needs. Clients need much more for less and faster. Trying to meet these needs without changing the complex system of our industry has resulted in a broken spirit, lack of courage, lack of excitement and short-term. We have lost our creative icons, our magicians, our narrators. Creatives have been banished from our industry, and customers are now looking for them elsewhere. The last two years have taught our clients that they can find creativity elsewhere and produce better and faster campaigns. ”
Micha Kaufman, CEO of Fiverr, said: “As new and important marketing channels continue to impact the industry, brands are rethinking how to maximize creative performance in the simplest way possible.
“Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things are done forever, you realize that talent can be found everywhere, on a global scale. You’ll also find that diversity, which is so essential to creativity, becomes really possible when you go beyond old constructions. Today, leading brands often build their own creative abilities at home and need easy ways to strengthen them with external independent talent and micro-agencies on a project-by-project basis. ”
Together, they build on Fiverr’s long-established mission to revolutionize the way the world works together. This revolutionary new platform puts talent and creativity at its core and uses state-of-the-art AI engine technology to help leading brands engage and manage teams of top independent creatives to meet their project goals.
Talent on Togetherr is tested manually and through powerful Creative Genome technology – giving customers access to the best and smartest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s leading brands such as Nike, Coca-Cola, HBO, Apple and Netflix, as well as for agencies, and won accolades from their colleagues, clients and colleagues. equally. All this data is collected by Creative Genome to bring together top teams to ensure that brands work with the most optimized possible teams, which no agency in the world can offer.
Togetherr turns the agency model upside down. Brands will no longer be tied to bureaucracy, official agencies and long RFP processes to revive campaigns. With Togetherr, the platform gets a brief from the client, and a powerful AI engine will build a team specifically curated for that particular project. They gain access to world-class talent at the push of a button – to enhance the capabilities of their internal creative teams – a space where we see many brands evolve – either to build an entire free creative team to deliver new ideas or test new approaches.
Togetherr was built together with an advisory board that includes Per Pedersen, Mark Tutssel, Eva Santos Bouzos, Greg Hahn, Karin Onsager-Birch, Nellie Kim, David Sable, Mariam Banikarim, Craig Brommers, Amy Fuller, Shelley Diamond and more.
Greg Hahn, co-founder and CEO of Mischief and Togetherr Advisor, said: “In my opinion, size and scope are not the key to success, but talent, perseverance and passion are the ultimate keys to unlocking creative success.
“I worked with big agencies and small agencies and founded a boutique small agency that does things differently. There is no right or wrong way to unlock creativity, however, by putting talent and ideas ahead of profits, you remove the pressure and open the place to beautiful, bold and diverse ideas. That’s what Togetherr is about – using technology to unlock people’s creativity and put talent first. I am thrilled to have been a part of building this amazing platform and I am excited to use its potential myself. ”
The platform currently has more than 1,100 creatives and leaders in the advertising industry, as well as 30 micro-independent agencies. Campaigns and projects start at an average cost of $ 50,000 and increase from there.
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