NewGen vs Obviously

Why brands weigh up NewGen and Obviously

When you’re under pressure to grow with creators, choosing the right partner can feel risky. Brands often compare NewGen and Obviously because both promise serious influencer reach, creative ideas, and easier campaign management.

You’re usually looking for clarity on three things: who they’re best for, how they actually run campaigns, and what kind of results to expect.

What these influencer agencies are known for

The primary theme here is influencer marketing agency choice. Both groups help brands plan, run, and optimize creator campaigns, but they come at it from different angles.

NewGen is generally associated with modern, social-first storytelling, leaning into culture and fast-moving trends. They tend to emphasize fresh creative, emerging platforms, and younger audiences.

Obviously is widely known as a large, established influencer agency with broad creator reach. They focus on scale, process, and handling complex campaigns across many markets and channels.

Both promise end-to-end campaign support: from strategy and creator sourcing to content approvals, posting schedules, and reporting. The difference often lies in style, scale, and how close they work with your team.

Inside NewGen as an influencer partner

NewGen positions itself around modern culture, creator-led storytelling, and social channels where younger audiences spend time. Think TikTok, Instagram Reels, YouTube Shorts, and other fast-moving formats.

NewGen services in plain language

While the exact offering can shift over time, brands usually turn to NewGen for services like:

Influencer campaign strategy for social launches and brand pushes
Creator sourcing, vetting, and outreach in specific niches
Creative concepts aligned with current cultural trends
Content production support for short-form and UGC-style videos
Campaign management and coordination with creators
Performance tracking and reporting for social content

NewGen often appeals to brands that want content that feels native to TikTok and similar platforms, rather than polished, traditional ads.

How NewGen tends to run campaigns

NewGen usually leans into agile, trend-aware execution. Timelines are kept tight so brands can ride ongoing conversations, trending sounds, and viral formats while they’re hot.

They typically help define your target audience, clarify the message, then translate that into creative briefs for selected creators. The tone is usually playful, human, and platform-native.

Content approvals are managed between your team, NewGen, and the creators. Some brands choose strict approvals; others allow more freedom to keep content authentic.

NewGen and creator relationships

NewGen often works with a mix of mid-sized creators and emerging voices. These creators can feel more approachable and flexible than large celebrity-style influencers.

Because of that, campaigns can feel more grassroots and less like obvious ads. That can be powerful for awareness and engagement if your audience cares about authenticity.

However, working heavily with smaller or newer creators can mean more variation in performance. Some posts explode, others may underperform.

Typical client fit for NewGen

NewGen tends to resonate with brands that want to feel current, bold, and plugged into culture. You often see interest from:

Consumer brands targeting Gen Z or young millennials
Beauty, fashion, streetwear, and lifestyle labels
Apps, gaming, and digital services seeking social buzz
Challenger brands wanting to stand out against larger players

If you care deeply about creative risk-taking and platform-native content, NewGen can be a strong fit.

Inside Obviously as an influencer partner

Obviously is one of the more widely recognized influencer agencies globally. They are often associated with large-scale campaigns for well-known brands and multi-country rollouts.

Obviously services in plain language

Because of their size, Obviously typically supports a broad set of influencer-related needs:

High-level influencer strategy and planning
Large-scale creator sourcing and casting across regions
Contracting, compliance, and brand safety checks
Campaign management for multi-wave programs
Content coordination across platforms and languages
Measurement, reporting, and post-campaign analysis

Their focus is usually on reliability, scale, and being able to manage many moving parts at once.

How Obviously tends to run campaigns

Obviously often brings a structured, process-driven approach. They define clear steps, timelines, and deliverables to keep larger campaigns on track.

For bigger brands, that structure helps internal teams align legal, brand, and regional leaders. There’s often more documentation, reporting, and check-ins.

This can be especially useful if you have multiple stakeholders who all need visibility into what’s going live and when.

Obviously and creator relationships

Given their scale, Obviously often maintains a wide network of creators across many markets and verticals. This can include nano, micro, macro, and celebrity-level talent.

They’re often used by brands that need consistency across hundreds of posts and strict messaging rules. That can look more polished and controlled than grassroots campaigns.

The trade-off is that content can sometimes feel more like structured advertising, especially with tight brand guidelines.

Typical client fit for Obviously

Obviously often appeals to larger, established businesses that need reliable, repeatable results. Common profiles include:

Global consumer brands with multiple product lines
Household names in beauty, CPG, tech, and retail
Companies with strict compliance and legal processes
Brands wanting multi-market or multi-language campaigns

If you need scale, documentation, and clear processes, Obviously can be a comfortable choice.

How the two agencies really differ

On the surface, both agencies offer influencer strategy, creator sourcing, and campaign management. The main differences show up in style, scale, and how they work with you.

Approach and creative style

NewGen tends to lean heavily into culture and fast-changing social trends. Their ideas can feel more experimental, especially on TikTok and similar platforms.

Obviously usually centers on reliable, brand-safe campaigns that scale across many creators and posts. The creative may feel more structured, with tighter message control.

Neither approach is “better” overall; it depends whether you value agility and cultural nuance or structure and consistency more.

Scale and operational depth

Obviously is built to handle large, multi-layered programs with many creators and regions. Processes are designed to manage complexity without breaking.

NewGen may focus more on tightly crafted campaigns that prioritize creative impact over huge scale. That sometimes allows for quicker pivots and a more personal touch.

Client experience and communication

With Obviously, you’re likely to see more formal processes, scheduled reporting, and clear documentation. That can feel reassuring for corporate teams.

NewGen may feel more like a nimble creative partner, with looser conversations around trends, ideas, and experiments. Some marketers find that energizing.

Think about your internal style: do you want formal structure or quick back-and-forth collaboration?

Pricing approach and how you work together

Neither agency operates like a simple software subscription. Pricing is usually based on campaign scope, creator fees, and level of service.

How agencies typically charge for influencer work

Influencer agencies commonly use a mix of:

Custom project quotes for specific launches or campaigns
Ongoing retainers to manage always-on creator relationships
Creator fees based on follower size, engagement, and content rights
Management or service fees to cover strategy and operations

NewGen and Obviously both tend to quote based on your goals, deliverables, and timeline rather than fixed public packages.

What usually drives costs up or down

Key factors that shape cost include:

Number and level of creators involved
Platforms used and content formats required
Markets or countries included
Usage rights and length of time you’ll repurpose content
How much reporting and testing you expect

Obviously often manages larger budgets for enterprise-style programs. NewGen may be more accessible for smaller but ambitious brands, depending on scope.

Engagement style and commitment

Obviously frequently works on longer-term relationships, especially with global or national brands. That can include yearly or multi-wave programs.

NewGen may be engaged for specific bursts or campaign sprints, though longer relationships are also possible when the fit is right.

*A common concern is getting locked into a long contract before you fully trust the partner.* Be clear on terms and exit options upfront.

Strengths and limitations of each

Every agency choice is a trade-off. It helps to think in honest pros and cons rather than marketing claims.

Where NewGen often shines

Strong feel for social-first storytelling and trends
Content that looks native, not like traditional ads
Good fit for younger, culture-driven audiences
Potentially more flexible, experimental approach

On the flip side, if you need strict global processes or dozens of stakeholders to sign off, NewGen’s style may feel less formal than you’re used to.

Where Obviously often shines

Ability to run large, multi-market campaigns
Structured workflows and clear reporting
Experience with big brands and strict compliance
Wide creator reach across many categories

The challenge can be that content sometimes leans more polished and controlled. If you crave edgy or experimental work, that might feel limiting.

Shared limitations to keep in mind

You rely heavily on their process and talent choices
Creative risks are harder when many stakeholders are involved
Fees increase quickly as you add creators and regions
Not every campaign is a hit, even with top agencies

In both cases, you still need clear internal goals and strong briefs. Agencies amplify your direction; they don’t replace it entirely.

Who each agency is best suited for

Instead of asking which one is better, it’s more useful to ask which one fits your stage, budget, and internal culture.

When NewGen is usually a better fit

You target Gen Z or younger millennials on TikTok and Instagram.
You want content that feels raw, fun, and native to social feeds.
You’re open to testing ideas and learning quickly.
Your internal processes are flexible enough to move at social speed.

NewGen can be particularly appealing for newer brands that want to break through with bold, culture-led work.

When Obviously is usually a better fit

You manage a recognized brand with strict guardrails.
You need campaigns across multiple markets or languages.
Your leadership expects regular, structured reporting.
You’re coordinating with legal, compliance, or regional teams.

Obviously can be reassuring if you’re under pressure to show process, not just ideas, to senior stakeholders.

When a platform like Flinque makes more sense

Not every brand needs a full-service agency. Some teams prefer more control, with tools that help them work directly with creators.

Why some brands choose a platform instead

Flinque is an example of a platform-based alternative. Instead of paying ongoing agency retainers, you use software to find creators, manage outreach, track content, and review results yourself.

This can make sense if you:

Have an in-house marketer ready to run campaigns
Want more transparency into which creators are chosen
Prefer to experiment with smaller budgets at first
Value building direct relationships with influencers

The trade-off is that your team must handle strategy, creative direction, and decision-making, with less white-glove help.

FAQs

Is NewGen or Obviously better for a small brand?

Small brands often lean toward partners who understand tight budgets and fast-moving tests. NewGen or a platform like Flinque may feel more accessible, but the best option depends on your scope, markets, and how much support you need.

Can I work with both agencies at the same time?

Yes, some larger brands split work across partners, using one for certain regions or campaigns and another for different goals. Just be clear on ownership, territories, and how you’ll avoid overlapping outreach to the same creators.

How long does an influencer campaign usually take?

Most campaigns need several weeks for planning, sourcing creators, approvals, and going live. Larger, multi-market programs can stretch over months. Ask any agency for a sample timeline based on your goals and internal review process.

Do these agencies guarantee sales results?

No agency can honestly guarantee specific sales numbers. They can forecast based on benchmarks and past work, but performance depends on your product, offer, creative fit, and market conditions. Push back on any promise that sounds too certain.

What should I prepare before talking to an influencer agency?

Have clarity on your main goal, target audience, preferred platforms, budget range, timeline, and any non-negotiable brand rules. Samples of past campaigns you liked or disliked also help agencies quickly understand your taste and expectations.

Conclusion: choosing the right partner

Instead of asking who is “best,” focus on who fits your needs, budget, and way of working. Think about your core audience, how much creative risk you’re comfortable with, and how formal your internal processes are.

If you want culture-first social storytelling, NewGen may feel closer to your vision. If you need large-scale, structured campaigns, Obviously might be the safer match.

And if you’d rather keep control in-house, a platform such as Flinque can let you manage creators directly without long-term agency retainers.

Whichever route you choose, be honest about your goals and constraints. Clear expectations at the start do more for success than any name on the agency roster.

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.