NewGen vs House of Marketers: Which to Pick
A gaming-rooted talent house against a TikTok specialist. NewGen holds brands and creators under one roof with Gen-Z and gaming heritage. House of Marketers goes TikTok-first with insider platform knowledge. Owned talent versus TikTok depth. Here is which fits, plus a software route.
Which one is right for you
Three buyers, three picks. Find the column that sounds like your team.
Choose NewGen if
- You want agency plus owned talent
- You want gaming and Gen-Z reach
- You want niche communities
Choose House of Marketers if
- You want TikTok-first campaigns
- You want insider platform knowledge
- You want multilingual regional reach
Choose Flinque if
- You want to find and vet creators yourself with no sales call
- You want flat published pricing you can start free
- You want to run discovery in-house, not hire an agency
NewGen vs House of Marketers vs Flinque
Fourteen factors across all three, from agency type to real minimums. Flinque is the flat-price software option on the right.
| Factor | NewGen | House of Marketers | Best valueFlinque |
|---|---|---|---|
| Best for | Brands wanting agency plus talent | Brands wanting TikTok depth | Teams running discovery in-house |
| Agency type | Creator and brand agency, gaming roots | TikTok-focused influencer agency | Self-serve software, not an agency |
| Engagement model | Managed, agency and talent | Managed, TikTok-first | Flat monthly subscription |
| Typical minimum | Undisclosed | Undisclosed, project based | Free, then $49/mo |
| Published pricing | No | No | $0 to $150/mo, public |
| Creator network | Talent arm of around 70 creators | Creator partnerships across regions | 10M+ verified, 200 data points each |
| Platforms covered | Social, influencer, gaming-led | TikTok, Instagram, YouTube | Instagram, YouTube, TikTok, X |
| Services | Agency, talent, social publishing | Influencer, paid media, content | Discovery, vetting and audience data |
| Campaign management | fully managed | fully managed | You run it, software assists |
| Content and usage rights | Per campaign or representation | Per campaign | You negotiate directly with creators |
| Paid amplification | Rebranded from Kairos, BGF-backed | Built by early TikTok staff | Run your own whitelisting |
| Measurement and reporting | PepsiCo, Porsche, Hasbro clients | 300+ brand partnerships | Audience and fake-follower data built in |
| Team and locations | London, founded 2015 | London, founded 2020 | Software with support included |
| Time to launch | After scoping | After scoping | Shortlist in minutes on the free plan |
How we compared: Engagement models and minimums come from each agency's own site plus public reporting and client reviews, cross-checked and dated June 2026. Where an agency hides its pricing we say undisclosed rather than guess a number. The verdicts are ours, not the agencies'.
What each agency actually does
What is NewGen
NewGen runs brand work and creator talent from the same building. Mike Craddock started the London agency in 2015 as Kairos, with a 2024 rebrand to NewGen following BGF investment. It runs three arms: agency work, a roster of roughly 70 managed creators and a social-publishing wing, with heritage in gaming and Gen-Z and a feel for niche communities. Owning talent in-house lets it drop its own creators into brand campaigns instead of sourcing fresh each time.
Clients have included PepsiCo, Porsche, Hasbro and Samsung, with pricing private. Against House of Marketers, NewGen is the agency-plus-talent house, where House of Marketers is a TikTok specialist. The next section covers House of Marketers. A brand that would rather run its own creator search has a third route.
What NewGen does well
- Holds brands and talent in-house
- Gaming and Gen-Z heritage
- Talent arm of around 70 creators
- Three divisions under one roof
Where it falls short
- No public pricing
- Managed only, no self-serve search
- Gaming and Gen-Z lean
- Smaller than holding-group agencies
What is House of Marketers
House of Marketers learned TikTok from the inside. Its co-founder Inigo Rivero was among TikTok's first EMEA hires, working in Strategy and Partnerships before launching the London agency in 2020. The shop leads with TikTok-first influencer work plus paid media, content and profile management. That early-insider read shapes its creator picks and algorithm sense, while a multilingual manager bench spanning Europe, the Americas, Southeast Asia and UAE runs campaigns in several languages across 300-plus brand partnerships.
It also works Instagram and YouTube, with pricing project-based and private. So where NewGen owns talent across gaming and Gen-Z, House of Marketers goes deep on a single platform. One is agency plus talent. The other is a TikTok specialist. For brands that would rather search creators themselves, there is a third path.
What House of Marketers does well
- TikTok-first, built by early TikTok staff
- Influencer, paid media, content, profiles
- Multilingual managers across regions
- 300+ brand partnerships
Where it falls short
- TikTok-weighted, narrower by design
- No public pricing
- Managed only, no self-serve search
- Specialist rather than talent house
Head to head
NewGen and House of Marketers are both London agencies that play different games. NewGen holds brands and a 70-creator talent arm under one roof, with gaming and Gen-Z heritage. House of Marketers is a TikTok specialist built by early TikTok staff, deep on one platform. One owns talent across communities. The other goes deep on TikTok. Your need, owned talent or TikTok depth, picks the side.
There is a route around both. Flinque is software: 10M verified creators across four platforms, each with a fake-follower score, at one published price. You run the search in-house, no retainer and no scoping call.
Which should you actually pick
Forget the pitch decks for a second. Match the partner to the situation you are in.
You want agency plus talent
You want brand campaigns and owned creator talent with gaming and Gen-Z reach. NewGen works that way.
→ Pick NewGenYou want TikTok depth
You want TikTok-first campaigns from people who worked inside the platform. House of Marketers fits.
→ Pick House of MarketersYou want to run discovery yourself
No retainer, no scoping call. You want to search 10M verified creators with a fake-follower check on each. Start free on Flinque and pay $49 only if you keep using it.
→ Pick FlinqueYou are testing influencer marketing
Both are quote-led managed agencies. Flinque free plan lets you find and vet verified creators with no card, then scales at a flat $49 a month.
→ Start with FlinqueFlinque: verified discovery at a flat price
If both feel like too much retainer and too little control, Flinque does one job and does it well. Find and vet real creators yourself, fast, then run the campaign in-house. No pitch deck, no monthly retainer, no discovery call to learn the price.
- 10M+ verified creators
- 4 platforms: IG, YouTube, TikTok, X
- 200 data points per creator
- 12 search filters
- Fake-follower check on every profile
- Free, $49, $150, published
See Flinque in action
Short walkthroughs on pricing, discovery and vetting from the Flinque team.
Influencer Discovery Platforms That We Made Easy and Affordable
Find Influencers for $49 a Month: Flinque vs Modash and HypeAuditor (2026)
Common questions about NewGen and House of Marketers
What is the difference between NewGen and House of Marketers?
What is NewGen known for?
What is House of Marketers known for?
Which is better for TikTok?
How much do they cost?
Does NewGen have its own creators?
Can I find creators myself with either?
Is there a software alternative to both agencies?
Written & reviewed by Flinque Research Team
Influencer Marketing Research · View team →
Our research team specialises in influencer marketing strategy, creator analytics and platform comparisons. Details on this page were verified against agency sites, public reporting and client review platforms in June 2026.
Disclaimer: Information here is collected from publicly available sources, third-party review sites and vendor pages. Pricing and features change, so confirm current details with each provider before buying. This content is for informational purposes only.
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