NewGen vs House of Marketers

Why brands weigh up influencer agency options

When brands start searching for a partner to run creator campaigns, they quickly discover several specialist influencer agencies with different strengths. That’s where the question of which partner to choose becomes tricky.

Two popular choices in this space are NewGen and House of Marketers, both focused on social-first growth but with different styles.

Most marketers want clarity on who handles what, how campaigns are actually run, and which agency fits their budget, target market, and internal resources.

Influencer growth agency overview

The primary focus here is the influencer growth agency

Both NewGen and House of Marketers operate as service-based influencer marketing agencies, not software tools, which shapes how you work with them.

Instead of logging into a dashboard, you are buying strategy, creator sourcing, content direction, campaign management, and reporting handled by a specialist team.

What each agency is known for

Before looking at details, it helps to understand what each shop tends to be recognised for in the market.

NewGen at a glance

NewGen is generally seen as a creatively driven social agency with a strong focus on short-form content and youth culture. It leans into platforms like TikTok, Instagram Reels, and YouTube Shorts.

Brands often turn to NewGen when they want culture-driven campaigns, trend-aware concepts, and content that feels native to fast-moving social feeds.

House of Marketers at a glance

House of Marketers is widely associated with performance-focused influencer work, especially on TikTok. The team is often positioned as specialists in growth, app installs, and measurable outcomes.

Brands typically lean toward this agency when they want highly structured, conversion-minded campaigns with clear tracking and direct response angles.

Inside NewGen’s way of working

While the exact service list may evolve, there are some consistent themes in how NewGen appears to support brands.

Core services you can expect

As a full-service influencer partner, NewGen usually offers a mix of creative and execution work around social creators.

• Influencer discovery and vetting on TikTok, Instagram, and YouTube
• Creative concepts and campaign narratives tailored to trends
• Contracting, usage rights, and briefing for creators
• Campaign management across multiple creators and posts
• Reporting on reach, views, engagement, and basic outcomes
• Content repurposing ideas for paid social or organic reuse

The emphasis is rarely on rigid media buying plans; it’s more about building content that actually fits the culture of each platform.

How NewGen tends to run campaigns

NewGen’s campaigns often start from a creative angle: what kind of hooks, trends, and story formats will feel fresh while still fitting your brand?

The agency then maps those ideas to specific creators, aiming for a balance of reach, niche relevance, and authenticity.

For a typical launch, you might see a wave of TikTok videos, supporting Instagram Reels, and perhaps a few YouTube integrations if long-form makes sense.

Creator relationships and style

NewGen tends to favour creators who already live and breathe emerging social trends. That can mean a lot of mid-tier voices, not only huge names.

Many brands value this because content often feels less like an ad and more like something the creator would post anyway.

The trade-off is that content can skew very trend-led, which is powerful but may age faster if your product has a long buying cycle.

Typical client fit for NewGen

NewGen often suits brands that care deeply about brand perception and cultural relevance on social.

• Consumer brands targeting Gen Z or young millennials
• Fashion, beauty, lifestyle, and streetwear labels
• Entertainment, music, and streaming platforms
• Brands willing to give creative freedom for bolder content

If your main goal is brand fame and shareable content, this kind of partner may be a strong fit.

Inside House of Marketers’ way of working

House of Marketers positions itself differently, even if many surface services overlap with other influencer agencies.

Core services you can expect

You will still see full-service influencer campaign support, but the angle often leans toward measurable performance.

• Influencer sourcing and negotiation, with strong focus on TikTok
• Creative concepts paired with conversion goals
• Script guidance, hook testing, and content iteration
• Tracking setups for links, installs, and signups
• Ongoing optimisation through creator and content testing
• Reporting deep dives on performance metrics and learnings

The team typically cares strongly about attribution and repeatable results, especially for apps and fast-scaling products.

How House of Marketers tends to run campaigns

A typical campaign may start with performance targets like cost per install, cost per lead, or a sales goal.

From there, the agency builds a creator roster and creative approach designed to hit those numbers while staying aligned with your brand voice.

Content often includes clear calls to action, strong hooks, and testing several creative angles in parallel.

Creator relationships and style

This agency often gravitates to creators experienced in brand deals who are comfortable delivering content that balances entertainment and direct response.

That can mean more polished scripts and tighter adherence to talking points, which is helpful for regulated or complex products.

It may feel slightly more “ad-like” than ultra-loose trend content, but the trade-off is greater control over messaging.

Typical client fit for House of Marketers

House of Marketers tends to fit brands that judge success by hard numbers as much as brand metrics.

• Mobile apps and SaaS products focused on installs or signups
• Ecommerce brands driven by revenue and acquisition costs
• Series A+ startups seeking scalable influencer acquisition
• Companies that need clear reporting for internal stakeholders

If your leadership asks, “What did we get for this budget?” this style of partner can be reassuring.

How the two agencies really differ

At a surface level, both agencies provide influencer sourcing, creative direction, management, and reporting. The differences show up in style, emphasis, and client experience.

Creative emphasis versus performance emphasis

NewGen tends to be the more culture-led option, where the headline promise is fresh, relevant social content.

House of Marketers typically pushes measurable growth more loudly in its positioning.

That doesn’t mean NewGen ignores metrics or that House of Marketers lacks creativity, but your core reason for hiring each may differ.

Platforms and verticals

Both agencies work across major platforms, but House of Marketers often leans hard into TikTok for user acquisition.

NewGen is commonly associated with broader social story-building on TikTok, Instagram, and sometimes YouTube.

Verticals like gaming, fintech, and apps may gravitate more strongly toward the performance-driven shop.

Client experience and communication

Client experiences can vary by account team, but in general, NewGen may feel like a creative studio embedded into your social presence.

House of Marketers may feel closer to a performance marketing partner, focused on test-and-learn cycles and metrics-based decisions.

*Many brands worry about being drowned in jargon or reports instead of clear recommendations.*

Pricing approach and engagement style

Because these are agencies rather than software tools, there are no standard subscription tiers in the traditional sense.

How influencer agencies usually price

Both partners typically work with custom quotes built around your goals, scope, and timeline. Expect pricing shaped by several factors.

• Number and tier of creators involved
• Organic-only versus paid amplification and whitelisting
• Usage rights length and geography
• Number of markets and languages
• Campaign complexity and deliverable count
• Retainer versus one-off campaign structure

You will usually see a mix of agency fees and pass-through creator payments in the overall budget.

Engagement models you might encounter

NewGen may lean into campaign-based work with options to build longer-term relationships once the fit is proven.

House of Marketers may structure engagements around ongoing growth goals, favouring retainer-style setups for sustained optimisation.

In both cases, higher budgets usually unlock faster creator sourcing, more testing, and deeper strategic support.

Strengths and limitations of each

No agency is perfect for every brand. Understanding strengths and trade-offs helps you set expectations early.

Where NewGen often shines

• Deep feel for trends, youth culture, and native social formats
• Content that looks and feels like the platform, not a TV ad cutdown
• Strong fit for brand launches, collabs, and storytelling
• Creative energy that can refresh tired social channels

The limitation is that ROI may be less linear if your internal reporting focuses only on last-click or direct conversions.

Where NewGen may fall short

• Brands demanding strict, performance-only KPIs may want more detailed attribution
• Highly regulated industries might need tighter messaging control
• Trend-focused content can feel time-bound, requiring consistent reinvestment

*A common concern is whether creative-led campaigns will show up clearly in performance dashboards.*

Where House of Marketers often shines

• Clear measurement frameworks for installs, signups, or sales
• Experience with TikTok as a growth engine for apps and ecommerce
• Data-informed testing across creators and concepts
• Reporting that speaks the language of growth and finance teams

The strength here is confidence in results and a roadmap to scale spend when campaigns work.

Where House of Marketers may fall short

• Brands wanting ultra-loose, experimental content might find the structure rigid
• Smaller budgets may struggle to unlock full testing potential
• Heavily performance-focused briefs can sometimes underplay long-term brand building

For some consumer brands, this approach can feel a little less spontaneous or culturally fluid.

Who each agency is best for

To make the choice clearer, it helps to picture real scenarios brands often face.

When NewGen is usually the better fit

• You want to refresh brand perception among younger audiences.
• Your priority is memorable content and social buzz rather than purely short-term sales.
• You’re in fashion, beauty, lifestyle, entertainment, or creator-friendly categories.
• You’re open to trend-led concepts and looser creative direction.

This path makes sense when “people talking about us” is as important as “people buying from us today.”

When House of Marketers is usually the better fit

• You have clear CPA, ROAS, or install targets for influencer spend.
• You’re launching or scaling an app, fintech product, or direct response funnel.
• Your leadership cares deeply about attribution and performance data.
• You want structured reporting to share with investors or finance teams.

This direction suits brands treating influencers as a performance channel alongside paid search and paid social.

When a platform like Flinque makes more sense

Not every brand wants or needs a full-service influencer agency. Some teams prefer more control and lower ongoing fees.

What a platform-based approach looks like

Platforms such as Flinque sit between manual outreach and an agency retainer. They provide tools to discover creators, manage collaborations, and track campaigns yourself.

You are not buying a done-for-you service; you’re getting the infrastructure to run campaigns in-house with more visibility.

When to consider Flinque or similar platforms

• You already have a small marketing team ready to handle creator conversations.
• You want to test influencer marketing without committing to agency retainers.
• You care about building your own creator network over time.
• Your budget is meaningful but not yet at enterprise agency levels.

This path can work well if you enjoy being close to the work and iterating quickly based on direct feedback.

Agency plus platform: a blended approach

Some brands use a platform like Flinque for always-on creator relationships while engaging agencies for major launches or high-stakes moments.

That way, you keep day-to-day creator operations in-house but still benefit from deep external expertise when needed.

FAQs

How do I decide between a creative-led and performance-led influencer partner?

Start with your primary outcome for the next six to twelve months. If you need awareness and cultural relevance, choose a creative-leaning shop. If you must prove direct revenue or installs, lean toward a performance-minded partner, then layer brand-building later.

Can I switch agencies if the first campaign doesn’t work?

Yes, but check contract terms, notice periods, and ownership of creator relationships. It’s wise to start with a clearly scoped pilot, defined success benchmarks, and an exit option if expectations are not met after reasonable testing.

Do influencer agencies handle paid ads as well?

Many influencer agencies support paid amplification of creator content, especially on TikTok and Instagram. Some also manage broader paid campaigns. Clarify whether paid media is included, how budgets are managed, and who controls ad accounts.

How long does it take to see results from influencer campaigns?

Awareness and engagement can show within days of content going live. Reliable performance learnings usually emerge over several weeks of testing. Expect one to three months for solid insights, and longer for brand lift or repeat purchase impact.

Is a platform like Flinque cheaper than hiring an agency?

Typically yes, because you’re paying for software access, not full-service execution. However, you’ll need internal time and expertise to run campaigns. The trade-off is more control and lower fees versus hands-off management and deeper strategic support.

Conclusion: choosing the right partner

The decision between creative-first and performance-focused influencer partners comes down to your immediate goals, internal resources, and tolerance for experimentation.

If cultural relevance and standout content are top priority, a trend-savvy agency like NewGen may suit you better.

If you’re judged mainly on numbers and need clear attribution, a performance-minded shop such as House of Marketers can be more aligned.

When you want control, cost efficiency, and hands-on involvement, a platform like Flinque offers another path without traditional retainers.

Clarify your main outcome, budget range, and how closely you want to work with creators yourself. Then speak with each option to see whose approach feels clearest and most aligned with your brand.

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.