Global marketing transformation agency Razorfish announced earlier this month the launch of Creator Colab, an in-house team specializing in social strategy, creative content development, and analytics to engage consumer audiences. 

The new offering aims to maximize the impact of a specific group of social media creators, enabling them to identify cultural trends and develop authentic, platform-specific experiences that tap into the moment.

Marketing Agency Razorfish Unveils Creator Colab Offering To Maximize Brand Influence

“This is more than just a creator offering – it’s a cultural-relevancy offering,” said Cristina Lawrence, Executive Vice President of Consumer and Content Experience at Razorfish. She emphasized the importance of incorporating authentic content into brands’ marketing strategies.

“Brands must engage consumers through meaningful and authentic experiences to stand out. The Razorfish Creator Colab seizes that opportunity to build the consumer connections brands need to exist tomorrow.”

The Creator Colab offering comprises five key elements:

1. Harnessing trends: The in-house creators act as social trendspotters to turn brands into trendsetters by leveraging insights to create timely, relevant content before trends go mainstream.

2. Brushing up authentic brand voice: The team aims to vitalize a brand’s social persona with a playbook for authentically engaging new audiences.

3. Platform-specific experiences: Due to the differences between social media platforms, matching brands with the right creators and content is key to putting them into cultural conversations, building buzz, and shaping their communities.

4. Performance optimization: Engagement data and metrics allow for continuous content optimization, enabling brands to agilely deliver more of what audiences want.

5. Efficient creative production: The cross-disciplinary specialists form a lean one-stop shop for effective social strategy and creativity at scale without sacrificing quality.

“Our creators understand the value of an end-to-end social experience, identifying real-time trends and immediately capitalizing on them,” said Arielle Carter, Group Vice President of Consumer and Content Experience at Razorfish. “The Creator Colab executes at the speed of culture, giving brands a voice that resonates with new audiences.”

The Creator Colab is part of Razorfish’s Consumer and Content Experience practice. In 2023, it drove over 1 billion content views, nearly 150 million engagements, over 330 million followers, and nearly 400,000 content assets for client brands.

Razorfish aims for the new offering to further boost those numbers by tapping into the growing influencer marketing industry. The agency believes its creator-led approach can help brands maximize their cultural relevance.

Razorfish specializes in connecting brand purpose with business performance through digital innovation, data, creative services, and cultural insights to create impactful customer experiences.