Obviously vs Goldfish

Why brands weigh Obviously against Goldfish

If you are choosing between two influencer partners, you are likely trying to make the most of every marketing dollar while protecting your brand’s image.

Both agencies promise reach on social platforms, but they get there in different ways and suit different kinds of teams.

The primary focus here is influencer agency selection, so you can understand how each partner might actually run your campaigns day to day.

Table of Contents

• What each agency is known for
• Obviously: services, style, and client fit
• Goldfish: services, style, and client fit
• How the two agencies differ in real life
• Pricing approach and ways of working
• Strengths and limitations of each partner
• Who each agency tends to work best for
• When a platform like Flinque may be better
• FAQs
• Conclusion: choosing the right partner for you
• Disclaimer

What each agency is known for

Both agencies operate as full service influencer marketing partners, handling strategy, talent sourcing, campaign management, and reporting for brands that want outside help.

They are often compared because they speak to similar problems, but come across with different strengths in scale, style, and how closely they work with creators.

One tends to be seen as more built for larger, complex campaigns, while the other is often viewed as more boutique, flexible, or locally focused, depending on region and category.

Obviously: services, style, and client fit

Obviously is widely recognized as a large, global influencer marketing agency with experience across social platforms and content formats.

They generally appeal to brands that want a partner to handle almost every moving part, from early planning through reporting and creator payments.

Core services you can expect

Services may shift over time, but brands typically look to this type of agency for a broad set of support options.

• Influencer discovery and vetting across Instagram, TikTok, YouTube, and more
• Campaign strategy tied to launches, seasons, or brand pillars
• Contracting, negotiation, and usage rights management
• Day to day creator coordination and briefing
• Content reviews, approvals, and quality control
• Reporting on reach, engagement, and content output
• Long term creator program planning for ambassador style work

How campaigns are usually handled

A large agency often builds repeatable systems so many brands can run at once without chaos.

For you, that usually means clear timelines, point people, and steady communication, but sometimes less room to change direction late in the process.

They may run influencer discovery with a mix of owned databases, social listening, and existing creator relationships built from past campaigns.

Creator relationships and network

With scale comes a deeper bench of creators across many categories and follower sizes.

The upside is quick access to many options in beauty, fashion, gaming, fitness, or family content.

The downside can be that some relationships feel more transactional, especially in highly saturated niches where creators see many briefs each month.

Typical brand fit

This kind of partner is often a match when you are handling:

• Large product launches across multiple markets
• Ongoing ambassador programs needing steady content
• Internal teams that want a single agency of record
• Global reporting needs for regional marketing leaders

Marketing teams that value detailed process documents, layered signoffs, and cross market coordination may feel especially comfortable here.

Goldfish: services, style, and client fit

Goldfish, as an influencer focused agency, is often viewed as more nimble and hands on, especially for brands that want close input on creative direction and casting.

They may not always match the largest agencies in scale, but can stand out through personal attention and tighter feedback loops.

Core services you can expect

Even with a more boutique feel, the service menu still covers the main steps you would expect when running influencer campaigns.

• Influencer sourcing with an emphasis on brand fit and audience match
• Creative planning and content angles tailored to your story
• Negotiation of deliverables, timelines, and usage rights
• Creator management from outreach to posting
• Reporting that highlights both numbers and content learnings
• Support for product seeding and gifting programs

How campaigns are usually handled

Boutique agencies often pride themselves on responsiveness and flexibility.

You may find it easier to test new formats, shift messaging mid flight, or try niche creators, because there are fewer layers to move through before decisions are made.

They may bring a strong point of view on creative style, especially if they focus on certain verticals like beauty, wellness, or lifestyle.

Creator relationships and network

A smaller agency can invest more in repeat relationships with creators who fit their main categories.

This often leads to higher trust and better communication for each project.

However, the roster may be narrower in certain regions or highly specific interests, which can limit options when you need a very wide spread.

Typical brand fit

Goldfish style teams often work well for brands that:

• Want deep input on creative direction and brand voice
• Prefer tight, well curated casts over huge rosters
• Are earlier in influencer marketing and need teaching along the way
• Value quick feedback and informal check ins

For lean marketing teams, the sense of a close partner can matter as much as the scale of the agency.

How the two agencies differ in real life

On paper, both look similar: strategy, influencer sourcing, campaign management, and reporting.

The real difference often shows up once you are in the middle of a campaign.

Scale and reach

Larger agencies are typically set up to run multiple big campaigns at once, with global reach and more formal processes.

Smaller or mid sized teams often trade that breadth for depth, giving you more direct access to senior talent and faster creative changes.

Creative approach and control

If you want a polished, standardized flow, a large agency may feel natural, because many pieces are already templated.

If you prefer looser, more collaborative brainstorming, a smaller team can make it easier to reshape ideas as your needs change.

Communication style

Big teams often rely on structured calls, shared documents, and planned reporting cycles.

Compact teams may lean on quicker back and forth messages, ad hoc calls, and real time tweaks, especially during launches.

Neither is better by default; the key is matching how your own team likes to work.

Pricing approach and engagement style

Both agencies typically use custom quotes instead of fixed packages, because costs depend heavily on your objectives and chosen creators.

While exact numbers are rarely public, the structure of fees usually follows similar patterns.

How you are usually charged

• Agency fees for planning, management, and reporting
• Influencer fees for content and usage rights
• Production add ons like photography, editing, or video support
• Optional paid amplification or whitelisting costs

Many brands also work on a monthly retainer for ongoing programs, or per campaign fees for one off pushes.

What drives the total budget

• Number of creators and content pieces you want
• Regions and markets you plan to reach
• Type of creators, from nano to celebrity level
• Length and scope of usage rights for repurposing content
• Need for in person events or shoots

In general, larger agencies often work best with medium to higher budgets, while boutique teams may be more flexible on smaller test spends.

Strengths and limitations of each partner

Every agency choice involves trade offs. Understanding these trade offs helps prevent mismatched expectations later.

Strengths of a larger global agency

• Access to wide creator pools across regions and languages
• More experience with complex, multi country campaigns
• Structured processes that reduce last minute chaos
• More in house specialists for reporting, creative, or paid social

A common concern is that your brand becomes just one of many, making it harder to feel truly prioritized.

There can also be slower decision making, especially when multiple senior leaders must approve changes.

Strengths of a boutique style agency

• Closer day to day access to senior team members
• Flexible creative testing with faster turnarounds
• More personal relationships with a focused creator roster
• Potentially more willingness to support smaller campaigns

The limits often show up with very large, global briefs, where a smaller team may need time or partners to handle every market.

Coverage in niche regions or very specific interests may also be less extensive than at large global networks.

Who each agency tends to work best for

The best choice for you depends on your goals, team structure, and how much guidance you want from an outside partner.

When a large, global style agency fits

• Enterprises launching in several countries at once
• Brands with strict compliance and legal review needs
• Companies that want extensive reporting for leadership decks
• Teams needing help with long term ambassador programs

You are likely to benefit if your internal team is stretched thin and you can fund a meaningful, ongoing program.

When a boutique agency like Goldfish fits

• Growing brands testing influencer marketing more deeply
• Teams that want strong creative collaboration
• Companies focused on a few key markets or niches
• Marketers who value flexible, informal communication

If you prefer to stay closely involved in casting and content direction, a smaller agency relationship can feel more in tune with your style.

When a platform like Flinque may be better

Some brands decide that hiring a full service agency is more than they need right now, especially if they already have capable in house marketers.

In those cases, a platform such as Flinque can offer a different path.

Why you might pick a platform over an agency

• You want to discover and vet creators yourself
• Your team is comfortable managing outreach and coordination
• You prefer to keep budgets lower by avoiding long retainers
• You want more direct relationships with creators over time

Flinque is positioned as a platform based alternative, letting brands run influencer discovery and campaign workflows without committing to full service agency structures.

This model works well if you value control, transparency, and building in house knowledge.

FAQs

How do I know if my budget is big enough for a global agency?

If you plan to work with dozens of creators across several markets, a global agency is more likely to be interested. For very small, single market tests, a boutique team or platform can often stretch your budget further.

Can I switch from one agency to another later?

Yes, but it is important to review contracts, notice periods, and ownership of creator relationships. Many brands start with shorter agreements, then commit longer once they are confident in fit and performance.

Should I ask agencies to run a paid test first?

A paid pilot can be a smart way to evaluate communication style, reporting, and creator quality. Make sure the test is large enough to give useful results, with clear goals and a plan for how learnings will shape future work.

What should I look for in influencer reports?

Beyond reach and engagement, look for insights about which creators, formats, and messages actually moved the needle. Strong reporting also highlights what to change next time, not just what happened last time.

Do agencies always handle creator payments for me?

Most full service agencies manage creator payments as part of their work, but terms vary. Confirm who pays creators, how quickly, and how that flow affects your cash planning and internal finance processes.

Conclusion: choosing the right partner for you

The choice between these influencer agencies is less about who is “better” and more about who matches your needs, budget, and work style.

If you need global reach, elaborate structures, and heavy reporting, a large, established team may serve you best.

If you want close creative input, flexible experiments, and regular informal feedback, a boutique partner can be a better fit.

Brands with strong in house capabilities, but limited budgets, might lean toward a platform such as Flinque to keep more control.

Start by listing what matters most to you, request detailed proposals, and have honest conversations with each team about expectations before signing anything.

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.