August United vs IMA

Why brands look at these influencer agencies side by side

When marketers weigh up August United vs IMA, they are usually trying to find an influencer partner that fits their brand values, budget, and growth stage. Both are well known influencer marketing agencies, but they support clients in different ways.

The primary question is rarely “who is bigger?” but “who will actually move the needle for my business?” That means looking at services, how they work with creators, typical client profiles, and how hands-on you want an agency to be.

For this discussion, we will use the phrase influencer agency selection as the main theme, because that is what most brands are really doing here: choosing a long-term partner, not a one-off vendor.

What each agency is known for

Both agencies work in influencer marketing, but they built their names in slightly different lanes. Understanding those roots helps you see if their strengths match your needs.

August United is commonly associated with building long-term creator programs for brands that want deep, ongoing relationships, not just a splashy launch. They often lean into storytelling and brand advocacy.

IMA is widely recognized as a global influencer partner. It has experience with international campaigns, cross-border projects, and collaborations that span multiple markets and platforms.

So, on one side you often have a relationship-driven, advocacy-focused shop. On the other, a more globally oriented outfit used to complex, multi-country rollouts for bigger brands.

August United in plain language

Think of August United as an agency that likes to help brands act more human online. They typically focus on pairing brands with creators who feel like genuine fans rather than one-off paid spokespeople.

Services and campaign style

Most full-service influencer agencies offer similar building blocks, but how they put them together is what matters. August United usually centers its work around brand storytelling and ongoing programs.

• Influencer strategy and campaign planning
• Creator scouting and vetting
• Content planning and creative direction
• Campaign management and communication
• Reporting and performance insights
• Long-term ambassador and advocacy programs

Campaigns often run as ongoing waves rather than one single drop. That structure lets brands test messaging, refine creator groups, and build familiarity with audiences over time.

If your brand wants to build a “crew” of familiar faces who show up repeatedly for you, that long-term mindset can be a strong match.

Creator relationships and brand fit

August United tends to emphasize values-driven creator selection. That means they look at more than reach: tone, community trust, and fit with a brand’s personality matter a lot.

They often work with mid-tier and macro creators, but are not limited there. For some clients they may build a mix of smaller creators plus a few bigger names, tuned to goals like awareness or conversions.

Because they invest in repeat collaborations, creators working with them may develop deeper familiarity with the brand, which can improve content quality and authenticity across campaigns.

Typical client fit for August United

Brands that lean toward August United often share a few traits. They care about brand voice and want creators who can express that consistently over time.

• Mid-market to large consumer brands
• Companies that want ongoing influencer programs, not just one-offs
• Marketing teams that value storytelling and advocacy
• Brands ready to invest in relationships rather than pure reach

For example, consumer packaged goods, food and beverage, lifestyle, and family-focused brands can be a natural fit, especially when trust and repeat exposure matter.

IMA in plain language

IMA positions itself as a global influencer partner. That usually means they are used to working across regions, time zones, and cultural nuances while staying on-brand for global companies.

Services and campaign style

Like many global influencer agencies, IMA typically offers an end-to-end service package, with particular strength in multi-market work and brand collaborations that need tight coordination.

• Influencer strategy and creative concepting
• Cross-market creator sourcing
• Contracting and compliance management
• Campaign execution and coordination
• Measurement and reporting across regions
• Support for platform mix, from Instagram to TikTok and beyond

Their campaigns may feel more like integrated brand pushes, especially for global launches or seasonal initiatives where many creators post in a short window, harmonized by a clear concept.

This can work well for brands with central marketing teams that need clear oversight and consistent creative quality in multiple countries.

Creator relationships and style

IMA often works with a broad range of influencers, from niche specialists to well-known names, depending on the brand and campaign scope. Reach, production quality, and cross-market relevance can be key filters.

For global brands, using an agency acquainted with international contracts, usage rights, and diverse cultural expectations can reduce risk. IMA’s experience here is often a selling point.

Content may look more polished and stylized, especially in fashion, beauty, and lifestyle projects where visual identity is a major focus.

Typical client fit for IMA

Clients that gravitate toward IMA are often larger and operate in several markets. They need an influencer partner that can scale and coordinate across borders.

• Global or regional brands with multi-country presence
• Companies in fashion, beauty, travel, and lifestyle
• Marketing teams that value polished, campaign-like executions
• Brands needing strong grasp of international guidelines and rights

If you are running a pan-European or global push, IMA’s structure and experience can make life easier, especially when many stakeholders are involved.

How their approaches really differ

On the surface, both agencies plan campaigns, recruit creators, and manage reporting. The differences show up in how they approach relationships, scale, and brand needs.

August United often leans into long-term creator communities and ongoing brand advocacy. That may feel more like building a “brand family” of creators who stick around and grow with you.

IMA is more frequently associated with large, international efforts. Their setups can suit global launches, tight timelines, and cross-market coordination where consistency is the priority.

Put simply, one side might feel more intimate and relationship-centric, while the other often feels more like a global production partner that can plug into complex brand structures.

Your internal team’s expectations matter, too. Hands-on marketers who want deeper collaboration with creators may enjoy a more relationship-focused style. Global brand managers may prioritize scale and repeatable processes.

Pricing approach and engagement style

No reputable influencer agency uses one-size-fits-all pricing, because creator fees, content scope, and rights all vary widely. Both agencies tend to offer custom proposals tied to goals and budgets.

Expect pricing to combine several parts: creator fees, agency management costs, creative or production support, and sometimes paid media amplification if you choose to boost content.

Many brands start either with a test campaign or a short-term retainer. This lets the agency learn what works while you evaluate performance and chemistry before committing further.

Costs rise as you add more creators, platforms, or markets. Global campaigns, in particular, involve higher coordination effort, multiple languages, and more complex contracts.

When you speak with either agency, come prepared with rough budget ranges, target regions, and key metrics like awareness, traffic, or sales. That context helps them shape an honest, realistic proposal.

Strengths and limitations

Every influencer partner, no matter how strong, has a sweet spot. The key is matching their lane to your needs and expectations.

Where August United tends to shine

• Relationship-driven, ongoing influencer programs
• Brand storytelling and advocacy over pure reach
• Building consistent creator communities around a brand
• Deep focus on fit between brand values and creator voice

A common concern brands voice is whether an agency will truly protect their brand voice when working with many different creators over time.

Potential limitations with August United

• May be less suited for purely transactional, one-off blast campaigns
• Relationship-heavy work can require longer lead times
• Brands expecting ultra-rapid global rollout might find scope limited

Where IMA tends to shine

• Cross-market and international influencer campaigns
• Polished, concept-driven collaborations across many creators
• Managing varied regulations, languages, and contracts
• Serving larger brands with structured internal processes

Potential limitations with IMA

• Smaller brands may find global scale more than they need
• Highly intimate, niche communities can be harder to prioritize
• Global coordination often means longer planning cycles

Neither set of limitations is inherently negative. They simply highlight where each agency is strongest and where the fit might be less natural.

Who each agency is best for

Sometimes the decision comes down to where your brand is heading in the next two or three years, not just what you need this quarter.

August United: best suited clients

• Consumer brands focused on the U.S. or specific regions
• Companies wanting long-term creator partnerships and advocacy
• Teams who care deeply about voice, storytelling, and authenticity
• Marketers who want to be involved creatively, not just approve reports

If you want a steady drumbeat of content from familiar creators, and your audience values trust over flash, a relationship-focused agency can be a strong match.

IMA: best suited clients

• Large or scaling brands active in multiple countries
• Companies planning big product launches or global pushes
• Teams needing one partner to coordinate across regions
• Brands whose categories rely on polished, visually driven content

If your brand team is spread across regions and you need clear reporting and coordination across markets, a global-oriented agency architecture will feel natural.

When a platform like Flinque makes more sense

Not every brand needs a full-service agency right away. For some, a software platform is a better entry point into influencer marketing.

Flinque, for example, is positioned as a platform rather than an agency. It helps brands find creators, manage outreach, and run campaigns without paying ongoing agency retainers.

This path can work well for lean teams with some in-house marketing strength who want to keep control while saving on service costs.

• Startups and smaller brands testing influencer marketing for the first time
• Companies with limited budgets but time to learn the ropes
• Teams that prefer direct relationships with creators
• Marketers who like experimenting and optimizing in-house

The trade-off is effort. You or your team handle more of the legwork: finding talent, negotiating terms, managing content, and tracking results. For some, that involvement is a plus, for others, a strain.

FAQs

How do I choose the right influencer agency for my brand?

Start with your main goal, markets, and budget. Then look for an agency whose strengths match those needs. Ask about past work in your category, reporting style, creator selection process, and how they protect brand safety.

Can smaller brands work with well-known influencer agencies?

Sometimes, yes, if budgets and expectations align. Many agencies take on smaller projects when there is growth potential. Be transparent about your budget and ask what scope makes sense before assuming you are too small.

How long should I plan to work with an influencer agency?

You will see clearer results if you think in at least six to twelve month windows. Short tests are useful, but ongoing work lets creators learn your brand, audiences, and what content actually converts or drives real engagement.

What should I ask in an initial agency call?

Ask about category experience, how they pick creators, how they measure success, and what a realistic budget range looks like. Request examples of past work similar to your goals and find out who will manage your account day-to-day.

Do I need both an agency and a platform?

Not always. Many brands start with one or the other. Some large companies use an agency for major launches and a platform for always-on or smaller creator programs. Choose based on budget, team capacity, and how much control you want.

Conclusion

Influencer agency selection is less about finding a “winner” and more about matching strengths to your brand’s stage, markets, and ambitions. Both agencies discussed here have solid reputations, but fit will differ by brand.

If you want ongoing creator communities and deep storytelling, a relationship-focused partner may suit you best. If you are pushing into multiple markets with complex launches, a global partner can provide structure and scale.

Alongside those options, platforms like Flinque give more hands-on teams a way to keep costs down and stay closer to day-to-day operations. Your ideal path depends on budget, internal bandwidth, and how involved you want to be.

The most important step is to be honest about your goals, timeline, and constraints, then have open conversations with potential partners before committing.

Disclaimer

All information on this page is collected from publicly available sources, third party search engines, AI powered tools and general online research. We do not claim ownership of any external data and accuracy may vary. This content is for informational purposes only.