Popular freelance marketplace Fiverr has entered into the advertising industry with a platform aimed at connecting brands with creative talent around the world. Togetherr is an AI-powered platform that provides a space for big brands to connect with advertising freelancers who have left large agencies to work for themselves.
It works using a technology called ‘Creative Genome’, which constructs teams from the creative talent on the platform. These teams are curated and matched to support brands and agencies on specific projects and campaigns.
“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.”
The Togetherr platform currently has more than 1,100 creatives and ad industry leaders, as well as 30 micro-independent agencies, on its talent roster. Campaigns and projects start at an average price of $50,000.
Fiverr, which has four million customers in 160 countries, is launching Togetherr following last year’s acquisitions of creative talent platform Working Not Working, and photography platform Creative Live.
“With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way,” said Micha Kaufman, CEO of Fiverr. “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 realize that talent can be found everywhere, on a global scale. 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.”
