Razorfish launches in-house creator offering as agencies grow content practice

Publicis Groupe’s marketing transformation agency Razorfish last week introduced a team of in-house social strategists and creators to expand its social media and content practice. Interestingly, it’s a rare instance where a holding company agency is building it from scratch rather than acquiring an external shop.

The Razorfish Creator Colab will provide social strategy, creative content and analytics to help brands develop their voices across social media using creators’ expertise. Of the 50 team members, half are dedicated creators who work together with the agency’s and Publicis’ larger social practice. Creator Colab builds on the agency’s Consumer and Content Experience practice, which developed some 400,000 content assets and more than 1 billion content views for its clients in 2023, according to the company.

While agencies overall continue to invest in the influencer marketing space, Razorfish hopes its in-house team will help it stand out unlike other agencies, which usually acquire other shops in the influencer space or develop proprietary influencer marketing tools and practices for partnering with independent creators. The creators in those latter instances are typically hired outside through a talent agency or other direct deals.

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