- Getting access to $50K+ advertising campaigns as a freelancer could be career-changing
- The new company’s proprietary technology, the Creative Genome™, uses AI and machine learning to build creative teams for each unique project and campaign
- The platform has over 1,100 creatives and ad industry leaders as well as 30 micro-independent agencies.
- Campaigns and projects start at an average price of $50K and go up from there.
Togetherr, a new platform for building creative teams and connecting them with global brands and agencies of various sizes, has been launched by Fiverr alongside advertising professionals, it has been reported.
The latest freelancer platform uses talent matching technology called the Creative Genome, to construct “award-winning” teams, from an exclusive group of creative talent. These teams will be curated and matched to support brands and agencies on specific projects and campaigns with budgets $50,000 or more.
“Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry,” said Amir Guy, Togetherr’s General Manager.
“The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry’s complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism.
“We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.”
Micha Kaufman, CEO of Fiverr, said brands are re-thinking how to maximise creative output in the simplest way.
“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 have been done forever, you realise that talent can be found everywhere, on a global scale,” said Kaufman.
“You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.”
How will talent be vetted on Togetherr?
Talent on Togetherr will be vetted manually and through the Creative Genome’s technology – ensuring clients have access to the best and brightest in the industry.
Creatives on the platform have already won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike.
All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer.
This, however, could be counterproductive to Kaufman’s talk of diversity if artificial intelligence overlooks young talent in emerging and developing markets.
What’s the process?
The general process is for the platform to obtain the brief from the client, and the AI engine will build a team specifically curated for that particular project.
Clients will reportedly get access to world-class talent at the click of a button – to enhance the capabilities of their in-house creative teams or to build an entire freelance creative team to deliver new ideas or test new approaches.
Who are these visionaries?
Togetherr has been built alongside an advisory board of industry-leading visionaries including 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.
“In my mind, size and scale are not the keys to success, but rather talent, perseverance, and passion are the ultimate keys to unlocking creative success,” said Greg Hahn, Co-founder and COO of Mischief and Togetherr Advisor. “I’ve worked with big agencies and small agencies and founded a boutique small agency that does things differently.
Check it out here: Togetherr: We are changing the business of creativity