Ziggurat XYZ, a talent management and creative agency specializing in YouTube creators, has become the first company in the creator economy to receive the King’s Award for International Trade. The UK-based firm earned this recognition after achieving 40% annual growth over six consecutive years while expanding its client base across 16 countries.

Founded in 2016 by Charles Haynes, Ziggurat represents factual entertainment creators, such as coffee expert James Hoffmann and aerospace engineer Xyla Foxlin, offering management services that go beyond securing brand deals to include product development, content strategy, and merchandise creation.

“The King’s Award makes us feel like we’re standing in the wider economy, not just the creator space,” says Charles. “I hope it’s a watershed moment for other UK businesses too. We’ve outgrown our small pool and can start looking outward.”

The King’s Award for International Trade represents a milestone, not just for Ziggurat XYZ, but for the creator economy as a whole. The rigorous vetting process involves a 5,000-word application, scrutiny of company accounts, review by independent judges, and checks by every UK government department, before the recommendation can be put forward to the Prime Minister and, ultimately, the King.

“It’s an award made by the King, you can’t buy your way in,” Charles explains. “Any eligible business can enter, and it’s non-competitive, but the criteria are incredibly strict.”

For Charles, this recognition carries profound personal significance. “When we found out, Ziggurat was eight years old and had never won anything,” he says. “Then our first recognition was the UK’s most prestigious business award. It meant a lot.”

The emotional impact of the award was immediate for Charles. “At first it was disbelief, then pure joy,” he says. “I even cried. It’s the closest I’ll get to an Olympic medal.”

Image: Charles in the company of King Charles III

Beyond Traditional Management

In talent management, Ziggurat has built its reputation by addressing the shifting needs of digital creators. “The first four or five years were easier because the market was unsaturated,” Charles recalls. “Most creators had no representation, so the choice was us or going solo.”

The market has undergone significant changes since then. “Now, about 70% of creators we speak to have management already,” Charles notes. This shift has prompted Ziggurat to refine its approach and clearly articulate its unique value.

“Our growth comes from being competitive, keeping our expertise, and maintaining values that make creators say, ‘What you’re offering is different,’” Charles says.

He shares that creators who switch to Ziggurat often express surprise at the thorough level of support they receive. “Some clients tell us they thought what they had before was standard. Then they work with us and realize there’s a big difference.”

Tailored Management for Creator Ambitions

Ziggurat provides resources and expertise tailored to the unique goals of each creator. Charles identifies two key thresholds that demonstrate their difference from conventional management. “The first is when a creator asks for creative feedback on thumbnails or edits,” he says. “Other managers tell them it’s not their job. We always say yes.”

The second is their capacity to handle various aspects of a creator’s business without constantly referring to external specialists. “We don’t need to outsource everything,” Charles says. He cites the example of creator Uncarley: “Within a few months of her asking us about merch, we had a designer, a contract, a Shopify site, and a launch. She’d been asking her previous management for years.”

For Ziggurat, this holistic approach is standard practice; however, for many creators, it represents a significant improvement. “For us, that’s just the service,” Charles says. “For her, it was a revelation.”

As the creator economy grows, Charles believes management must adapt to the specific ambitions of each creator. “It’s not one-size-fits-all,” he says. “If a creator wants TV, they need a manager who can get them there. If they want a product empire, they need someone who can build it.”

Rather than claiming to provide everything, Ziggurat is transparent about its areas of specialization. “If we’re not the right fit, we’ll say so,” Charles says. “I hope more agencies specialize instead of trying to be jacks of all trades.”

Image: Charles Interviewing James Hoffmann at IW25

Leveraging Royal Recognition

The timing of the King’s Award provided Ziggurat with a notable credential just as they were preparing to attend Cannes Lions, the international festival of creativity. Charles immediately recognized the opportunity this presented.

“We won the award a week before Cannes,” he says. “I spent the festival telling people, ‘I just met the King.’ I even showed YouTube’s CEO Neil Mohan a picture and said, ‘You helped me achieve this.’”

This royal endorsement lends Ziggurat credibility in a field where reputation is still in its development stage. “From the outside, we could look like any other agency,” Charles explains. “But this proves we’re legitimate, which matters in such a young industry.”

The physical award ceremony itself provided a memorable moment for Charles. “It was surreal; this enormous hall suddenly going quiet when the King walked in,” he recounts. “There’s so much tradition in that moment.”

The royal encounter highlighted the novelty of the creator economy in traditional circles. “I don’t know if the Royal Family really knows what the creator economy is,” Charles admits. “Princess Anne asked what I do. I said, ‘I run a YouTube talent agency.’ She just said, ‘Very good.’”

The recognition Ziggurat has received represents more than just success for one company; it signals a coming of age for the creator economy as a whole. The formal conclusion of the award process will take place later this year, when Ziggurat will receive a royal charter during a ceremony at their office. 

“The Lord Lieutenant will come to our office later this year for the prize giving,” Charles says.

Development Plans

Looking ahead to the remainder of 2025, Ziggurat is focusing on expanding its product development initiatives with its creators. With an in-house product developer who has been with the company for three years, they’ve already seen success with recent launches.

“We’ve got a great lineup of product launches,” Charles shares. “Last week, one hit six figures for a relatively unknown creator. We have three or four more launching next year.”

This focus on product development reflects Ziggurat’s commitment to building lasting revenue streams for its creators beyond traditional brand deals and sponsorships. By leveraging their expertise in marketing, manufacturing, and e-commerce, they help creators transform their influence into tangible products that resonate with their audiences.

For 2026, one of Ziggurat’s plans is to bring its creators to Cannes Lions. “We’re taking a group from our roster to Cannes next year,” Charles reveals. “There were more creators this year, but it’s still fragmented. We want to bring a unified group of STEM [Science, Technology, Engineering, and Mathematics] and factual creators and make an impact.”

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