As transparency concerns shake up agencies, the balance of power in the creator economy is shifting. Do talent management firms continue to offer irreplaceable value in brand collaborations? We set out to uncover whether self-managed brand deals are truly more profitable and authentic or if they come with hidden trade-offs.

For this, Kejal Teckchandani, EVP, influencer outreach and video, FCB Kinnect and Shenaz Treasurywala, actor, travel and wellness vlogger, shared their thoughts.

There is a growing preference for influencers to move away from influencer marketing agencies to manage their brand deals. Why is this shift happening?

Kejal Teckchandani (KT): The influencer marketing industry, once fragmented and unorganised, has evolved with the rise of talent management agencies that brought structure and professionalism. However, some established influencers are opting to manage their brand deals independently, particularly among more established influencers. This shift is primarily driven by the desire for greater control—both creatively and financially. By handling their partnerships, influencers can select brands that align with their identity, ensuring a direct and personal alignment with their audience.  Bypassing agencies means they can retain a larger share of revenue and negotiate more favourable terms. While this trend is still relatively small, it is reshaping how influencer-brand collaborations are structured, particularly among those who have already built strong personal brands.

Shenaz Treasurywala (ST): When I lived in the USA, I had a manager and an agent. In India, I did try working with an agency for a few weeks, but it didn’t work out. Honestly, I love talking to clients myself. In most brand deals that come through agencies, it’s always one agency passing it to another, and by the time it reaches us, it’s already so diluted. And if I have a manager/agency taking 15–20%, that’s a lot of money going to them. That said, lately, I have been contemplating it because brands often go to agencies and say, ‘We need five influencers, one for beauty, one for fashion, one for travel etc’, so in those cases, I wonder if I’m missing out. I keep thinking about trying it, but never end up going through it.

Agencies that are influencer marketing focused bring industry connections, negotiation expertise, and legal deal security – but influencers managing their partnerships avoid commissions and gain more control. Where do you stand on this balance between independence and professional support?

KT: While independent influencers enjoy more control over their brand collaborations, agencies provide invaluable industry expertise, legal security, and structured pricing frameworks that add predictability to brand partnerships. Agencies also play a crucial role in managing logistical complexities, contracts, and negotiations—particularly for smaller creators who may not have the resources to handle these aspects. On the other hand, established influencers who manage their deals have the advantage of crafting brand narratives in a way that aligns more closely with their personal vision while maximising their earnings. Ultimately, the best approach depends on the campaign’s needs.

ST: There aren’t that many contracts, and reading them is easy now. One can just use ChatGPT, and ask it to summarise the key points. If I need a lawyer, I would rather just hire one and pay INR 20,000 instead of giving up 20% of what I’m earning. It’s really about whether agencies can get creators more brands.

What are the pros and cons of working solo or with an agency? Is it possible for influencers to handle the complexity of contracts, payments, and brand relationships on their own?

KT: Talent management agencies bring structured processes, industry knowledge, and the ability to streamline brand collaborations by handling negotiations, payments, and legalities. This allows influencers to focus on content creation without worrying about operational complexities. Additionally, agencies often facilitate large-scale campaigns that require multiple influencers, making execution more seamless. However, independent influencers have the benefit of full creative and financial control. They can engage directly with brands, ensuring that collaborations align with their values and audience. While this independence is empowering, managing contracts, payments, and long-term brand relationships can be demanding. Influencers who choose this path need to have a strong understanding of business negotiations and legal frameworks. Some have successfully navigated this space, but for many, agencies remain valuable partners in ensuring professional execution.

ST: I’m still contemplating whether to get an agency, especially after seeing what happened to Ranveer Allahbadia and Apoorva Mukhija on India’s Got Latent. It made me wonder if I were with an agency and faced a similar situation, would they support me? When I spoke to an agency, they clarified, ‘Yes, we have lawyers, but they only handle contracts not legal support for situations like that’. For instance, when I saw Rebel Kid’s (Mukhija) case, I assumed her agency would be managing it. But I was told that wasn’t the case and she had to arrange her legal team. Even Allahbadia had to do the same. So, if agencies don’t provide that kind of legal backing, then what’s the point of relying on them?

Regarding this shift, how is it shaping the influencer marketing space in India? Are agencies evolving their models to provide more transparency?

KT: Agencies are adapting by finding new ways to provide value, such as increasing transparency in deal structures, offering additional creative strategy support, more flexible engagement models, and providing greater value beyond just deal brokering. The hybrid approach works best, where brands work with both agency-managed and independent influencers depending on their wants and needs. Kinnect leverages both agency partnerships and direct influencer relationships, ensuring that each campaign is structured in the most impactful way possible.

ST: These agencies say, ‘You bill us, and we bill the client’, but we never see what they’re charging the client. So, transparency would be great.

What are some of the suggestions to make sure both sides get the best outcomes from brand collaborations?

KT: For successful influencer-brand partnerships, clear communication, well-defined expectations, and mutual alignment are key. Agencies and brands must ensure that influencers—whether independent or agency-managed—are selected based on strategic brand fit rather than just follower count. Transparency in negotiations, fair compensation, and well-structured contracts also contribute to smoother collaborations. Whether through talent agencies or direct partnerships, maintaining authenticity, creativity, and strategic alignment ensures the best outcomes for all parties involved.

ST: It would be great if agencies didn’t try to take brands that come to us or at least took a smaller percentage. I’m hesitant to join an agency because they immediately say, ‘Whatever comes to you, we’ll take 15-20%’. And I’m like, ‘Are you kidding me? Why should I give you 15- 20% of the brands already coming to me?’ There’s no guarantee they will bring me more brands. So, to even try it out, I’d have to give up 15% of everything I earn. If agencies instead said, ‘Try us out for the first three months, we’ll get you brands, and whatever you bring in yourself, you can keep’ - that would be different. But they don’t. They want a piece of everything. So how do you know if an agency is worth it?

This article was first published in the April issue of Manifest. Get your copy here!