When marketing firm The Brandtech Group acquired theAmplify back in 2016, followed by Collectively in 2020, the creator economy was still a bit of a riddle to its rivals. The agency was providing strategy and management services — but it was hardly a unique selling point.
“At a big picture level, we always believed in the huge power of the creator economy back when most people didn’t, hence why we started investing in the space when I created the company,” said David Jones, founder of The Brandtech Group. “It was all about creating the leader in a category that back then was still quite nascent.”
Nowadays, that’s no longer the case.
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