When Maira Taimo and Micaella Tiago co-founded Just People Agency in 2021, their goal was clear: create a structured and sustainable influencer ecosystem in Mozambique at a time when the concept was still new. Brands were unfamiliar with influencer marketing, and local creators were often artists or public figures rather than trained content creators. 

“Back then, eight years ago, influencer marketing wasn’t a thing. No one knew how to make contracts, identify emerging talent, or structure campaigns. That was the biggest gap,” says Maira, a brand communication expert by trade.

Maira brings more than eight years of experience in marketing, project management, and influencer campaigns – including collaborations with Coca-Cola, Pernod Ricard, and Ab-Inbev – to the table. “I help brands go beyond traditional marketing, creating campaigns that grab attention and resonate with their audience,” she says.

Micaella, a freelance project manager, complements this expertise with her background in agency work in Cape Town. She recalls the moment the idea for Just People Agency took shape: “When COVID hit, I had just ended my job at FCB in Cape Town and was planning to freelance. Maira reached out with an idea to fill a gap in Mozambique’s market, and we spent a year figuring out how to build the agency from scratch.”

Even before founding the agency, demand for guidance was clear. “Brands and creators kept reaching out, saying, ‘We need guidance on influencer marketing.’ That consistent interest signaled a clear opportunity for us to step in,” Micaella says. 

The founders also note that Mozambique’s small, competitive market added complexity. Many brands lacked the budgets to support structured campaigns, while agencies often tried to manage influencer marketing alongside other responsibilities. “It’s very tricky, because we’re in the middle of influencers, brands, and other agencies. Everyone wants to do the same things instead of collaborating, which makes sustainability difficult,” Maira explains.

Laying the Foundation: Early Challenges

Launching a new business in an emerging market required innovation and patience. As Maira and Micaella reveal, the agency had to establish its own rate cards, educate brands about influencer value, and develop contracts where none existed. 

“It was insane,” Micaella admits. “We had to create our own model that made sense for our clients, who were still learning about influencer ROI (Return on Investment).”

The founders also faced cultural and structural challenges. Mozambique’s competitive market meant small brands often lacked the budget to support influencer campaigns. 

At the same time, local influencers were navigating a nascent ecosystem with limited guidance. “We focused on smaller content creators with potential, even when brands were drawn to bigger names with more followers,” Micaella explains. “Educating the market on quality versus quantity became essential.”

Maira recalls that building trust was an ongoing process: “We were constantly showing brands why paying fair rates and working strategically with the right creators mattered. Our goal was to ensure influencers could sustain a living through marketing partnerships, not just sporadic gigs.”

Building Just People Agency: Services and Strategy

Just People Agency offers a targeted, end-to-end approach to influencer marketing. The agency manages campaigns from communication strategies, briefings to content approval, guiding creators while allowing them creative freedom. 

“We receive the brief from the brand, manage the communication, contracts, and approvals,” Maira explains. “Influencers have creative freedom, but we’re here to guide them if they face challenges.”

Micaella emphasizes the agency’s niche focus: “Marketing agencies often treat influencer marketing as a small component of broader campaigns. For us, it’s our primary focus. We specialize in influencer campaigns, ensuring quality and strategy where others may not.”

The agency also organizes experiences and events to educate brands and showcase influencer potential. “We started hosting brunches, retreats, and other activations,” Micaella says. “These experiences allowed creators to generate content while demonstrating to brands how influencer marketing could be leveraged creatively.”

Industry Impact and Success Stories

Through strategic partnerships and ongoing education, Just People Agency has helped Mozambique’s influencer ecosystem mature, according to the founders. Maira explains, “Since we started, brands understand the need to pay fair rates. Influencers are learning to say no strategically, shaping the market and building sustainable practices.”

The agency’s work has enabled early-stage creators to grow into professionals, providing them with reliable income and opportunities for long-term engagement. Micaella adds, “Many influencers who started with us had very little experience. Now, they are running successful campaigns and working with multiple brands consistently.”

The duo also shares that brands in the alcohol, consumer goods, and fashion sectors have been particularly receptive to influencer campaigns, recognizing their potential for both awareness and engagement. “Alcohol and consumer goods brands are our top clients because they have marketing budgets dedicated to influencers,” Maira says. “Other sectors are gradually exploring this space.”

Challenges and Lessons

Despite successes, operating in Mozambique remains challenging. The founders highlight issues such as fragmented market structures, limited budgets, and low trust from global brands in local teams. 

“Global brands often undervalue African creators, expecting lower costs and overlooking quality content,” Maira explains. Micaella adds, “Many decisions are made outside Mozambique, which creates disconnects and missed opportunities.”

The agency has learned to manage expectations and maintain high standards despite these challenges. “We’ve had campaigns that tested our communication and problem-solving skills,” Micaella reflects. “We had to quickly resolve issues without affecting influencers’ perceptions, which taught us organization, foresight, and resilience.”

Educating and Expanding

In the near future, Just People Agency aims to focus on education and market development. The founders plan to create programs that equip upcoming creators with tools and skills to thrive in Mozambique’s market. “Our priority is education, not only for influencers but also for brands and agencies,” Maira explains. “We want to make the sector sustainable and structured.”

Expansion into other African markets and potentially Portuguese-speaking countries such as Brazil is also on the horizon. Micaella adds. These markets offer opportunities to apply our model while adapting to local contexts.”

The agency envisions a future in which Mozambique’s creator economy grows sustainably, bridging the gap between local talent and global brands. 

As Maira concludes, “I wish people would stop seeing Mozambique as a small market and instead recognize the opportunity here. There’s endless potential for what can be done with creators, brands, and innovative campaigns.”

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