Amid influencer fatigue and AI-driven marketing shifts, London-based Saku Agency has built a business around one idea: when the match feels real, the results compound.

After losing her job during the pandemic in 2020, founder Anda Vlasaku decided to build something from what she already had: relationships, resilience, and a clear sense of purpose.

“Everything felt uncertain [in 2020],” Anda recalls. “Campaigns were rushed, budgets were tight, and brands were nervous about what would actually work. I wanted to build an agency that felt like a safe pair of hands where brands could trust the process and creators could trust the partnership.”

What began as a small operation has since become a seven-figure business spanning the United Kingdom, the United States, and Europe. Saku partners with brands across technology, health and wellness, and lifestyle, focusing on influencer collaborations that balance measurable results with human connection.

That measured, relationship-first approach has been central to the company’s growth. “Saying no to misaligned work was a turning point,” Anda says. “Once we focused on the right partnerships, growth came naturally.” Instead of pursuing as many deals as possible, Saku refined its model around alignment and accountability. “We’ve never chased quantity; we focus on the right brands, building relationships that last and always finding new ways to amplify the work.”

The decision to grow deliberately, not aggressively, helped Saku navigate a period marked by volatility. “The hardest part as a founder was learning to stay steady when everything around you is shifting,” Anda says. “Calm isn’t passive; it’s a strategy.”

From its early boutique beginnings to its current status as a globally operating agency, Saku has maintained a tight, senior-led structure that ensures every client receives direct, experienced oversight. 

“What’s stayed the same is how closely we work,” she says. “A senior team is hands-on with every brief, and creators are treated as real partners. We lead every project with care and clarity, keeping campaigns seamless, measured, and human no matter the scale.”

The Human-Centric Formula

Refusing to be defined by metrics and automation, Saku positions itself on the opposite side of the spectrum. “For us, ‘human-centric’ starts with fit; choosing creators who genuinely live the brief, not just match it on paper,” Anda explains.

That approach informs every stage of the process, from talent selection to reporting. “We care about their voice and creativity as much as the KPIs (Key Performance Indicators), so we build space for both, freedom within a framework,” she says. “When creators feel trusted and clients feel in control, campaigns run smoother and results go further.”

This philosophy also extends to how Saku measures success. “Reach tells us who saw it; resonance tells us who cared,” Anda reveals. “When trust grows, results follow. That’s the measure that matters.”

Long-Term Partnerships as Strategy

Rather than focusing on quick bursts of attention, Anda has built her agency around iteration

 and consistency. “Short-term bursts might grab attention, but long-term partnerships build trust, and trust is what converts,” she says.

Saku’s process begins with small-scale testing before doubling down on the creators and stories that resonate most. “We test different creators to see who truly connects with the brand, then double down on what works,” Anda says. “The story evolves, the results grow, and the brand comes along for the journey.”

That mindset of building campaigns that mature rather than reset underpins Saku’s most successful collaborations, according to Anda.

Case Studies in Connection

One standout example is Opera’s partnership with Mrwhosetheboss (Arun Maini), which began as a single campaign and grew into a multi-year collaboration. The partnership, Anda points out, exemplifies Saku’s belief in long-term storytelling that deepens over time rather than resets with each deliverable.

Another is Lyre’s collaboration with David Guetta, which helped reposition non-alcoholic beverages as part of nightlife culture. As Anda shares, the partnership reached millions of fans and reframed sobriety as “at home” in music and club settings. 

“That partnership worked because it felt culturally aligned,” she says. “It made a statement, but it still felt natural.”

Balancing Data and Instinct

Saku’s work relies on analytics, but Anda emphasizes that data is only part of the equation. “Data gets us close, but instinct gets us right,” she says. “The numbers can show performance, but not the spark that makes a partnership click.”

She believes that the balance between measurement and intuition keeps Saku’s work both credible and relatable. “We’ve been doing this long enough to know when a creator’s voice, tone, and audience just fit,” she says. “Data helps us narrow it down, but people know when it feels right.”

What Works in 2025

Distilling what makes an influencer campaign effective today, Anda points to three principles. “Fit that feels real. Storytelling that connects. Delivery that feels effortless,” she says. “When those three align, the work lasts. It builds trust, not just traffic.”

She also sees growing awareness around creator wellbeing and fair partnerships. “At Saku, authenticity isn’t talk – it’s process,” she says. “Fair fees, clear usage rights, and realistic timelines keep both sides respected. Creators know what they’re signing up for, and brands know what they’re getting.”

The result, she says, is less friction and more sustainable relationships. “That honesty builds trust, supports wellbeing, and keeps partnerships strong long after the campaign ends.”

As brands adapt to AI tools, affiliate models, and tighter disclosure rules, Anda remains cautious about the industry’s growing dependence on automation. “The noise comes from trend-chasing without intention,” she says. “I’m excited to see brands taking a longer view and investing in relationships, not just reach.”

While automation can support campaign management, she believes the real opportunity lies in compounding trust. “When you nurture the creators who already deliver, the results compound naturally,” she says. “Ad fatigue is real. Audiences can tell when something’s genuine. The next chapter has to be about connection, not clutter.”

What’s Next for Saku?

Five years in, Saku is entering a new stage of growth, but without losing sight of what built it. “Success means growing without losing what built us: real relationships, measurable impact, and work that feels human,” Anda says.

She continues to steer the agency toward global expansion, focusing on “right-fit” partnerships. “Next, it’s about continuing to grow with the right brands, expanding where the fit feels real, and building even more long-term partnerships and true brand ambassadors,” she says.

For Anda, the most rewarding moment came when she paused to see what she had built from a difficult beginning. “The biggest pinch-me moment was looking back and realising I built this from nothing, in the middle of global uncertainty,” she says. “It taught me that resilience and love for what you do can build anything.”

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