- Togetherr allows marketers to hire a team from a pool of more than 1,110 top creatives.
- Part of Fiverr, the platform will allow marketers to bypass agencies.
- Togetherr’s freelancers are vetted and many have won awards or worked with big brands.
Online freelancer marketplace Fiverr is on Thursday launching a new platform, which will allow marketers to assemble a team of top freelance creatives to work on projects like brand strategy or new product launches.
Named Togetherr, the platform is aimed at enterprise clients, as well as agencies, who need on-demand, project-based skillsets, with projects starting from $50,000.
Unlike on Fiverr, where anyone can sign up for a freelancer account and bid on projects, only vetted freelancers will appear on Togetherr. Many have won plaudits, like Cannes Lions and CLIO awards, and some have worked on campaigns for clients like Google, IKEA, and Nike.
The platform, wholly owned by Fiverr but operating from a different website, Togetherr.com, was launched in collaboration with Amir Guy, who will oversee it as general manager. Guy comes with 25 years of
experience, between agencies such as Grey, Wunderman Thompson, and Young & Rubicam.
Togetherr has spent the last few months vetting and onboarding more than 1,100 creatives and 30 micro-agencies, who will serve as the pool of advertising experts that marketers can tap into.
Guy is banking on two trends he sees in the industry: agile, disruptive tech firms increasing their share of advertising spend, and the fact that most big companies already don’t trust their entire advertising business to agencies exclusively.
“They’re not even capable of conceiving working with agencies,” said Guy of tech firms. Meanwhile, “let’s say you’re Nike’s agency of record – you know that 50, 60% of the projects are not done with you, because they don’t trust you to do it. You are too slow, too convoluted,” he added.
Togetherr uses AI to build a high-performing creative team
Once clients answer a few questions to define the scope of their marketing project, Togetherr’s AI algorithm will create three “dream teams” of creatives, whose skills and experiences should match the client’s requirements. The algorithm will ensure that members of each team of creatives relate to each other in some way, for example by having previously worked together in the same company or on the same project. It does this by scanning publicly available information such as LinkedIn and award sites. This will help with stronger team cohesion, a common concern among clients hiring freelancers, Guy said.
The inspiration to start Togetherr came from Guy’s own experiences as an advertising executive. Throughout the years, Guy said he saw clients getting more frustrated with their agencies’ slow pace, while agencies themselves hemorrhaged creatives, who had grown disillusioned with agency life due to the industry’s increasingly “toxic” work environment.
Brands started to open in-house agencies, while top talent set up shop on their own, and work became more project-based.
Guy then realized that when clients needed outside talent for a project, they would mostly stick to a roster of creatives they already knew, while creatives themselves would often freelance on projects at their old agencies. This is where he realized that Togetherr could help brands access better creatives and creatives access more projects.
“People sometimes [ask], are you a disruptive product? And I say, no, the disruption is already happening,” said Guy, who added that the pandemic only served to accelerate the talent exodus from agencies and clients’ willingness to hire freelancers irrespective of location.
Agencies need a “wake up call”
Fiverr is not the first company that is attempting to automate the creative process in marketing and advertising. Startups like BeenThereDoneThat also aim to reduce marketers’ reliance on agencies by pooling together easily accessible top talent.
But Togetherr isn’t necessarily intent on killing”advertising agencies, said Guy. Instead, he sees the platform as an extra tool that agencies can also use to complete projects for clients. “I want to make brands happy so they can access creatives directly and want to make agencies happy so they can have agility and on-demand capability using Togetherr,” he added.
While agencies have consolidated throughout the years, boutique agencies and even solo operations have sprouted. That has left the market fragmented, and, according to Guy, ripe for disruption.
“I don’t think agencies will disappear,” he said. “I think big brands will always need the agencies to accompany them on a longer run and to serve as the keeper of the brands or strategies. [Togetherr] is a wake up call because the industry does need a reboot.”