Leaders vs IMA

Why brands look at different influencer agencies

When you compare Leaders and IMA, you’re really trying to understand which partner can turn creator relationships into real business results for your brand.

You want to know who gets your market, who can handle your budget, and who will actually move the needle.

Both are established influencer marketing agencies, but they feel different in style, focus, and the way they work with clients.

What the agencies are known for
Leaders influencer marketing focus
IMA influencer marketing focus
How the two agencies really differ
Pricing approach and how engagements work
Strengths and limitations of each agency
Who each agency is best for
When a platform solution might fit better
FAQs
Conclusion: choosing the right partner
Disclaimer

What the agencies are known for

The primary keyword here is influencer marketing agency comparison. That’s what most marketers are really searching for when weighing these two names.

Both shops specialize in building and running influencer campaigns for consumer brands, but each has its own flavor, strengths, and history.

One tends to be highlighted for early thought leadership in social influence, the other for polished brand collaborations and lifestyle storytelling.

They share similar core services: creator sourcing, campaign planning, content approval, reporting, and coordination with in-house teams or media agencies.

Where they diverge is in geography, culture, the types of creators they lean into, and how “hands-on” the experience feels for you as a brand.

Leaders influencer marketing focus

Leaders is often associated with the rise of social influence as a serious marketing channel, positioning itself as a specialist in turning creators into media partners.

The agency tends to emphasize data-informed selection, creator fit, and strategic pairing between brand goals and talent personalities.

Core services you can expect

While offerings evolve, most brands engage this type of agency for end-to-end campaign handling rather than one-off influencer introductions.

Strategy for influencer activity across channels like Instagram, TikTok, YouTube, and sometimes podcasts
Influencer discovery, vetting, and outreach based on brand brief and audience fit
Content planning, creative concepts, and messaging guardrails
Contracting, usage rights, and coordination of deliverables
Campaign reporting, performance analysis, and recommendations

In many cases, they can also coordinate with your media team for whitelisting or paid social amplification of creator content.

How campaigns usually run

Most full service influencer projects start with a discovery call to understand your goals, target audiences, markets, and budget range.

From there, the agency will typically translate your brief into a creator shortlist, sample content directions, and a rough timeline.

Once you sign off on creators and outputs, the team manages communications, deadlines, and approvals with talent and their managers.

During and after the live period, you receive progress updates, performance snapshots, and finally a wrap-up with learnings for next time.

Creator relationships and network style

Agencies in this space often highlight their direct ties to talent, managers, and multi-channel networks in key markets.

Creators might see them as a recurring partner bringing regular brand deals, especially in lifestyle, fashion, beauty, travel, and tech verticals.

For brands, that can mean faster outreach, more realistic cost estimates, and deeper understanding of what specific creators will or won’t do.

It’s less like buying ads and more like tapping into a curated, relationship-driven network.

Typical client fit for Leaders-type agencies

These agencies usually work best with companies that already see influencers as a core marketing line, not just an experiment.

Mid-market brands wanting nationwide awareness or category leadership
Global companies looking for coordinated creator activity across multiple regions
Growth-stage direct-to-consumer brands needing a steady pipeline of creator content
Agencies of record seeking a partner for influencer execution

They can also support smaller brands if budgets are realistic for managed influencer work.

IMA influencer marketing focus

IMA tends to be associated with stylish, visually strong work for lifestyle and fashion-forward brands, with an emphasis on storytelling and social aesthetics.

It positions itself as a creative and strategic influencer partner, often working with brands that care a lot about image and brand voice.

Services and project scope

Like its counterpart, IMA typically offers full lifecycle support around creator campaigns rather than just talent brokering.

Influencer strategy aligned with brand positioning and market goals
Talent sourcing, screening, and matching to brand look and tone
Concepting for themed campaigns, seasonal drops, or product launches
End-to-end coordination, including contracts and content feedback
Measurement and reporting, sometimes integrated with other brand KPIs

Some projects may also involve wider social media thinking, such as integrating creators into broader brand calendars.

Campaign style and way of working

IMA’s work often leans into polished content, coordinated visuals, and storytelling that fits the lifestyle of the audience, not just product shots.

Expect a process that includes brand immersion, moodboards, and clear creative direction for influencers to follow while keeping room for authenticity.

For you, that usually means more planning up front and a stronger emphasis on how the overall campaign feels, not just how many posts go live.

Creator relationships and category strength

This type of agency often has deep ties to fashion, beauty, travel, and premium lifestyle creators, especially in European hubs and beyond.

Relationships aren’t limited to volume; they care about aesthetics, audience quality, and alignment with aspirational brands.

That can be especially useful for launches, capsule collections, and collaborations where imagery and vibe carry a lot of weight.

Typical client fit for IMA-type agencies

The sweet spot tends to be brands that already invest heavily in design and brand story, and want influencer work that matches that standard.

Fashion and beauty labels wanting stylish social coverage
Travel, hospitality, and lifestyle brands aiming for aspirational storytelling
Premium or luxury brands that care more about brand equity than raw reach
Companies planning global or multi-market launches with cohesive visuals

Budget expectations should align with high quality production and creators with strong, loyal followings.

How the two agencies really differ

On the surface, both names help brands run influencer work from start to finish. Underneath, the experience can feel quite different.

One often leans more into influence as a performance channel, while the other leans toward influence as a storytelling and brand-building engine.

Approach to strategy

In many cases, one will talk more about metrics, audience data, and scaling creator programs as a key growth lever.

The other will emphasize creative direction, brand fit, and narrative, sometimes leaning into smaller but more aligned communities.

In practice, that means discovery workshops can feel different: one more performance-leaning, the other more brand-leaning.

Scale and campaign footprint

If your goal is a broad, multi-market footprint with many creators over a long period, you might favor the shop that publicly highlights global programs.

If you prefer carefully curated groups of creators who feel like long-term collaborators, you may lean toward the agency better known for lifestyle storytelling.

Client experience and communication

Client teams often ask about pace, responsiveness, and how day-to-day communication works.

Some agencies give you a tight core team with regular check-ins; others add specialists, such as strategy, creative, and data, to project calls.

Either way, you should expect a dedicated contact, clear timelines, and structured feedback loops for content approvals.

Pricing approach and how engagements work

Neither agency sells simple software logins. They sell service, expertise, and people’s time plus the creator fees themselves.

That means pricing is built around campaign scope, regions, creator tiers, and how long you want to keep the team engaged.

How influencer agencies usually charge

Most influencer agencies follow similar patterns rather than fixed menu pricing.

Custom quotes based on your brief, timelines, and markets
Campaign-based budgets for specific launches or seasons
Monthly or quarterly retainers for always-on influencer activity
Separate or combined line items for creator fees and management costs

Usage rights, paid amplification, travel, and production needs will also affect the final number.

What tends to drive cost up or down

Your cost will rarely be about a single factor; it’s usually a mix of choices.

Number of creators and their follower size or status
How many posts, videos, or stories each creator needs to produce
Number of markets and languages involved
Need for original shoots, events, or travel
How much reporting, testing, or iteration you want

Brands with flexible briefs and realistic timelines generally get more value from their budget.

Engagement style and contracts

You can often start with a single campaign, then extend into a longer relationship if it works well, or go straight into a retainer for ongoing programs.

Contracts typically set clear expectations around deliverables, timelines, usage periods, and cancellation or change policies.

Many brands find it useful to include options for scaling up or down based on early results, especially if budgets are tied to performance.

Strengths and limitations of each agency

Every partner has things they excel at and areas that may not fit every brand. Knowing this helps you match your needs to their strengths.

Common strengths across both agencies

Dedicated influencer teams with existing creator relationships
Experience coordinating many moving parts across content and approvals
Ability to translate brand strategy into creator-friendly ideas
Access to performance learnings from past campaigns in similar categories

For busy marketing teams, this often means less stress and fewer chances for a campaign to stall.

Where they may not be the best fit

Full service influencer partners are not always ideal for every situation, especially when budgets or expectations don’t match reality.

Very small budgets with big expectations around reach and content volume
Brands wanting daily, hands-on control of each creator interaction
Companies that mostly want free product seeding with minimal fees

A common concern from brands is whether agency fees will eat too much of the budget before creators are even paid.

Differences in limitations

The more performance-leaning partner may be less exciting for brands obsessed with high-concept aesthetics and art direction.

The more visual storytelling partner may feel slower or more premium for teams only focused on short-term sales and quick experiments.

Neither approach is wrong; it just depends on what success looks like to you this year.

Who each agency is best for

Seeing yourself in a typical client profile is often the fastest way to decide which path makes sense.

Best fit scenarios if you lean toward a data-driven influencer partner

Performance-minded e-commerce brands wanting measurable results from creators
Global companies managing many markets and needing consistent processes
Brands willing to run continuous influencer activity, not just one activation
Teams that value dashboards, reports, and clear performance narratives

You likely have defined KPIs, internal reporting rhythms, and need influencer work to plug neatly into that structure.

Best fit scenarios if you lean toward a creative storytelling partner

Fashion, beauty, lifestyle, and travel brands that care deeply about image
Premium or aspirational brands wanting highly curated creator groups
Companies planning big launches, brand refreshes, or hero campaigns
Teams where design, content quality, and brand love matter as much as ROAS

You may be comfortable with softer metrics like sentiment and brand preference alongside sales and traffic.

When either agency could be a strong choice

Some situations call more for a reliable partner than a specific style difference.

Established brands moving more budget from traditional media to creators
Companies wanting to test both content and performance angles over time
Teams that need strategic guidance and execution, not just introductions

If you’re still unsure, share past campaign examples you like and ask which partner feels closer to that vision.

When a platform solution might fit better

Sometimes you don’t want an agency at all; you want tools and freedom instead. This is where a platform-based option can make sense.

Platforms like Flinque let brands handle influencer discovery, outreach, and campaign management in-house instead of paying full service retainers.

Why some brands choose a platform

Smaller teams with time and desire to manage creator relationships directly
Need for ongoing, lower-cost testing across many micro-influencers
Desire to build a long-term ambassador community inside your own systems
Preference for software-style pricing over agency retainers

With a platform, you trade some done-for-you service for more control and potentially more efficient spending over time.

When an agency still makes more sense

If your team is already stretched thin, or your leadership expects polished delivery with minimal internal lift, a full service partner is often safer.

Agencies also help when you need strategic direction, creative frameworks, and experienced people to handle negotiations and complex logistics.

FAQs

How do I know which influencer partner is right for my brand?

Start with your main goal: awareness, sales, or brand love. Then look at case studies, client lists, and how each partner talks about success. Choose the one whose past work and language feel closest to your own priorities.

Can smaller brands work with well-known influencer agencies?

Yes, but expectations must match budget. Smaller brands often start with focused campaigns or a limited number of creators. Be upfront about your budget and ask what’s realistic rather than pushing for huge scope from day one.

How long should an influencer campaign run to see results?

Most brands see clearer patterns after at least one to three months of activity, especially when integrating creators into broader marketing. Single bursts can work for launches, but ongoing programs usually build deeper trust and better learnings.

Do I need a long-term contract with an influencer agency?

Not always. Many brands start with a project-based engagement, then move to retainers if the partnership works. Longer commitments can support better planning and sometimes more favorable terms, but you should feel comfortable before locking in.

Should I use both an agency and a platform for influencer work?

Some larger brands do both: agencies for hero campaigns and platforms for always-on micro-influencer activity. Whether this makes sense depends on your team capacity, budget, and how important influencers are in your wider marketing mix.

Conclusion: choosing the right partner

Choosing between these influencer agencies comes down to your goals, brand personality, budget, and how involved you want to be day to day.

If you prioritize measurable performance and large-scale consistency, a more data-driven partner will likely feel right.

If you care most about storytelling, aesthetics, and carefully curated creator communities, the more visually focused partner may be a better fit.

For brands wanting maximum control and flexibility, a platform solution can be a strong alternative or complement to agency support.

Take time to clarify what success looks like, gather a few reference campaigns you admire, and share them during early conversations.

The best choice is the one that understands your audience, respects your budget, and can deliver repeatable results without draining your team.

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.