In Digiday, Acorn Reacts to Razorfish Creator Colab Launch

Razorfish launched its new ‘Creator Colab.' Acorn VP of Influencer Strategy Kelly Dye discusses the news with Digiday.

*The following is a summary of an article originally published by Digiday on March 14th, 2024.

As the influencer marketing space continues to grow, agencies are innovating new ways to approach the channel. Publicis Groupe’s marketing agency Razorfish recently introduced its ‘Creator Colab,’ an in-house team of content creators and social strategists. Full-time creators, who constitute half of the team, focus on helping brands develop their social media presence.

Another strategic approach involves acquiring external partners or otherwise developing a dedicated roster of influencers. These influencers “are pre-approved or campaign-tested for specific brands,” explains Kelly Dye, VP of Influencer Strategy at Acorn.

Dye also noted a potential issue with relying on a team of in-house content creators: “What would worry me as a hiring manager, is the fact that the goal for an influencer is typically to quit their 9-to-5 so that they can focus on their influencer career full-time.”

Read more about Razorfish’s latest foray into the influencer space on Digiday.


About Digiday
Digiday is a media company and community for digital media, marketing, and advertising professionals. We cover the industry with expertise, depth, and tone you won't find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry. Digiday is a Digiday Media brand.

About Acorn
Acorn, an influencer marketing solution from New Engen, is a leading and innovative creator marketing solution that generates genuine relationships between consumers, shoppers, creators, and brands by curating and amplifying actionable content. Their integrated influencer network, technology, and campaign solutions are the choice of more than 50 of the world's leading advertisers, including household names like General Mills, Mondeléz, Coca-Cola & more. From influencer curation to content development, media deployment and measurement, Acorn Influence has developed a seamless process to create maximum impact and drive accountable growth. They drive client satisfaction by anticipating their needs, constantly bringing new opportunities to their attention, and through seamless, agile execution. Their “best in class” recruitment practices, unique tech-enabled solutions, and digital expertise drive impactful storytelling across the full marketing funnel and diverse audiences.

About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.

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Written By

Lola Behrens


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