NewGen vs IMA

Why brands weigh up different influencer agencies

When brands start looking at influencer partners, they often compare agencies like NewGen and IMA side by side. You want to know who understands your audience, who can find the right creators, and who will actually move the needle on sales and brand love.

Most marketers are trying to answer a few simple questions. Which agency really “gets” my brand? Who has the stronger network of creators in my niche? And who will give me a clear, stress free process instead of extra work and confusion?

Influencer marketing agency choice matters because it shapes creative ideas, content quality, reporting, and even how your brand is perceived by creators. Picking the right partner can make the difference between a forgettable campaign and a standout social moment.

What these influencer agencies are known for

The primary keyword in play here is influencer agency services. That phrase captures what you are really choosing between: two teams that plan, run, and optimize creator campaigns from start to finish.

Both NewGen and IMA operate as full service influencer partners. They help brands find creators, manage outreach, negotiate fees, shape creative ideas, and report on performance across social channels.

Each has built its own reputation. One may lean into emerging social trends and younger creators, while the other may be better known for polished, global campaigns with established influencers and lifestyle talent.

They also differ in how they work with brands day to day. Some teams feel like an extension of your in house marketing group, while others act more like specialist studios that take a brief and deliver a finished concept.

From a brand perspective, the decision often comes down to style, communication, and the kind of creator relationships you value most. Results matter, but the path to those results matters too.

NewGen agency overview

NewGen is typically seen as a modern, social first influencer partner. The name itself hints at a focus on newer platforms, youth culture, and trends that move quickly across TikTok, Instagram Reels, and short form video.

While exact services differ by market, NewGen style agencies usually help brands tap into creators who feel current and authentic. That often means working with micro and mid tier influencers who have tight communities, not just large audiences.

NewGen services at a glance

Services often revolve around end to end campaign support. That means they don’t just hand you a list of creators; they manage the whole workflow from concept to reporting and content rights.

• Influencer discovery and shortlist curation
• Creative concepting and content formats
• Talent outreach, negotiation, and contracts
• Campaign management and content approval
• Paid amplification of creator content
• Reporting, insights, and recommendations

NewGen style teams usually know the latest platform features, audio trends, filters, and posting patterns. That helps brands feel “native” rather than like outsiders trying to copy what creators do.

How NewGen tends to run campaigns

Campaigns often start with a clear business goal. That could be app installs, eCommerce sales, product launches, or ongoing awareness for lifestyle brands. From there, they build a creator strategy that matches the goal.

You can expect structured phases. Briefing, casting, content ideation, production, posting, and optimization. Many agencies emphasize testing formats early and leaning into whatever performs best once the campaign goes live.

NewGen style agencies are usually comfortable with mixed creator tiers. A campaign might include a few larger names for reach and many smaller creators for engagement and user generated style content, especially for brands like fashion, beauty, or consumer tech.

Creator relationships and network

Agencies that operate in this lane tend to pride themselves on being close to creators. They might have semi exclusive relationships with some talent, but usually tap a broad network rather than just a closed roster.

That flexibility lets them mix fresh faces into every project. It is helpful when you want to avoid over exposed influencers who are already promoting your competitors every week.

They may also be quicker to try new creator categories. For example, pairing your brand with niche TikTok educators, meme pages, or emerging streamers, not just traditional lifestyle influencers.

Typical NewGen client fit

NewGen often suits brands that want to feel plugged into culture. Think consumer brands trying to reach Gen Z or younger millennials, fast moving ecommerce companies, and digital natives.

They can also be a good match for brands entering influencer marketing for the first time. The process tends to be structured but nimble, which reduces risk while you test what works.

IMA agency overview

IMA is generally recognized as one of the earlier players in influencer marketing in Europe. Over time, it has grown into a more established, globally minded partner that works with well known brands and lifestyle companies.

The agency is often associated with polished campaigns, strong brand alignment, and influencers who can deliver high quality content that sits well alongside official brand assets.

IMA services at a glance

Services are also full service, but often with an emphasis on brand storytelling and cross channel consistency. Rather than purely chasing trends, the focus is frequently on building a longer term brand presence.

• Strategic influencer planning tied to brand goals
• Global talent sourcing and vetting
• Creative direction and content guidelines
• Campaign management across markets
• Measurement, reporting, and learnings
• Sometimes, support with broader social campaigns

With an established agency like IMA, you will likely see more formal processes and documentation. That structure can be reassuring for larger companies with multiple stakeholders and strict brand rules.

How IMA tends to run campaigns

IMA often starts with a brand and audience deep dive. They want to know who you are, how you sound, and what your competitors are doing with creators before building a plan.

Campaigns may span several months, with content planned across product drops, seasonal moments, or cross channel pushes. Larger hero creators can be combined with smaller partners to keep content varied but on brand.

IMA also tends to focus on clear deliverables and timelines. That is useful when internal teams need to align PR, in house social, and paid media with what influencers are posting.

Creator relationships and network

Because of its history, IMA often has long standing relationships with fashion, lifestyle, beauty, and travel creators, particularly in Europe. These relationships can be useful when brands want reliable, professional partners.

Influencers in this network are often comfortable with briefs that require more polished storytelling, multi channel content, or travel and event based activations.

At the same time, longer histories can mean some creators are already closely linked with certain industries or competitors. It is worth asking about category conflicts and saturation during scoping.

Typical IMA client fit

IMA is often a strong match for established brands with clear positioning and multi market needs. Think fashion houses, beauty brands, lifestyle labels, and consumer goods companies with international footprints.

If you care a lot about consistent, elevated visuals and long term brand building, their style of influencer marketing can feel very aligned with your goals.

How the two agencies differ in real life

On the surface, both are influencer agencies. The real differences show up in style, pace, creator mix, and how closely they mirror your internal culture and expectations.

NewGen inspired shops often move faster and lean more heavily into short form innovation. Campaigns may feel experimental, with more testing of formats, hooks, and creative angles during the live phase.

IMA leans toward carefully planned storytelling, integrated with broader brand activity. There is usually more up front structure and longer lead times for major launches or global pushes.

Another difference is the type of creator relationships. NewGen style teams may work with more emerging creators, while IMA has deep ties with established lifestyle influencers who deliver reliable, brand ready content.

Neither approach is “better” in isolation. It really depends on whether your priority is speed and experimentation, or careful brand management and multi market coordination.

Pricing and how engagements usually work

Both agencies operate as service based partners, not subscription software tools. That means pricing is custom and shaped by your brief, rather than fixed monthly plans with user seats.

Common pricing elements include campaign strategy, ongoing management, creator fees, content usage rights, and sometimes paid media management for boosting influencer content.

You may see two common engagement styles. One is project based, where the agency runs a defined campaign, often linked to a product launch or seasonal moment. The other is a retainer, where they manage influencer work throughout the year.

Costs rise with campaign scope. More creators, more content formats, more markets, and tighter turnaround times all drive higher budgets. So does working with top tier influencers who command premium rates.

NewGen style agencies might be slightly more flexible with smaller tests and phased work. IMA may be more focused on larger, structured campaigns, though both can often scale their involvement up or down.

Whatever you choose, ask for clear clarity on:

• What is included in the management fee
• How creator payments and invoices are handled
• Whether content usage rights are extra
• How reporting and success metrics are delivered

Strengths and limitations

Both agencies come with strong points and natural trade offs. Understanding these upfront helps set realistic expectations and makes collaboration smoother.

Where NewGen style agencies shine

• Strong feel for social trends and emerging formats
• Access to fresh, up and coming creators
• Usually faster to test and iterate during campaigns
• Good for brands wanting to break into youth culture

Potential limitations may include less experience with very large, multi market brand governance needs. Some brands may want more rigid processes or long term brand platforms than younger agencies usually provide.

Where IMA style agencies shine

• Deep experience with established brands and global work
• Access to proven lifestyle and fashion creators
• Structured processes that suit larger organizations
• Strong focus on brand alignment and premium content

Potential limitations can include longer lead times, higher minimum budgets, and less appetite for very experimental ideas that could risk brand consistency.

A common concern brands have is whether an agency will really understand their tone and audience, rather than just repurposing a generic influencer playbook.

In both cases, that concern is best handled by asking to see relevant case studies, speaking with the team who will handle your account, and being open about what has not worked for you in the past.

Who each agency fits best

You are not just buying a service list; you are choosing a working relationship. The right fit depends on where your brand is and what you want from creators over the next year or two.

When a NewGen style partner is a strong fit

• Direct to consumer brands testing influencer marketing for growth
• Startups or scale ups wanting fast learning and iteration
• Brands targeting Gen Z or young millennial buyers
• Teams that value nimble experimentation over rigid plans

NewGen style agencies can also be helpful when you want to build a stream of content that feels more like user generated material than polished brand work, especially on TikTok or Reels.

When IMA is likely a better match

• Established lifestyle, fashion, or beauty brands
• Companies needing multi country influencer programs
• Marketing teams with strict brand guidelines
• Businesses planning larger, seasonal campaigns with longer lead times

If your internal team is used to working with creative, PR, and media agencies on big launches, IMA’s structure may feel more familiar and easier to plug into your existing processes.

When a platform like Flinque makes sense

Not every brand needs a full service influencer agency. If you have a hands on marketing team, a platform based option like Flinque can be a sensible path.

Flinque is built to help brands discover creators, manage outreach, and run campaigns themselves. Instead of paying an agency retainer, you get tools that centralize influencers, content, and performance.

This route can work well if:

• You already have a social or influencer manager in house
• You want more direct contact with creators
• Your budget is tighter, but you still need structure
• You prefer to build internal knowledge rather than fully outsourcing

Platforms are not a fit for everyone. If your team lacks time or experience, a full service partner may still be better value, even if the headline fees look higher.

FAQs

How do I choose between two influencer agencies?

Start with your goals, budget, and preferred working style. Ask each agency for relevant case studies, speak with the actual team who would handle your account, and be clear about timelines, approvals, and reporting expectations before you sign.

Can I test an influencer agency with a small campaign first?

Yes, many agencies will agree to a pilot project if your long term potential is clear. A smaller test helps you gauge communication, creator quality, and reporting before committing to a longer or larger relationship.

What should I ask about influencer pricing?

Ask how creator fees are set, what is included in those fees, and whether content usage rights or whitelisting cost extra. Clarify if you pay creators directly or through the agency and how that affects contracts and approvals.

Do I need a global agency if I only sell in one country?

Not always. A regional agency with strong local creator knowledge can be more effective than a global name without deep roots in your market. Choose the partner that best understands your audience and culture.

Is a platform enough, or do I still need an agency?

If you have time, interest, and some experience, a platform can be enough to run campaigns yourself. If your team is stretched thin or new to influencer marketing, an agency’s guidance and management can save time and reduce risk.

Conclusion

Choosing between influencer agency services is less about finding a “winner” and more about finding the partner that matches your stage, audience, and appetite for experimentation.

NewGen style partners tend to suit brands chasing cultural relevance and fast learning, often with younger audiences and quicker campaigns. IMA style agencies shine when you need structured, brand led influencer programs with polished content and multi market reach.

Be honest about your budget and how involved you want to be. If you prefer close collaboration, regular check ins, and a test and learn mindset, lean toward the more agile option. If you want tight planning, detailed decks, and seamless integration with other agencies, lean toward the more established, structured choice.

And if you have the team and curiosity to manage creators directly, consider whether a platform like Flinque might give you the control and flexibility you need at a different cost structure.

Whichever path you choose, insist on clear goals, transparent reporting, and open communication. That is what turns influencer marketing from a gamble into a predictable channel for growth.

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.