Fiverr helps advertisers create freelance ‘dream teams’ with AI-powered staffing platform

‘Creative Genome’ technology builds out freelance teams for specific jobs set by advertisers, from an exclusive group of creative talent.

Fiverr helps advertisers create freelance ‘dream teams’ with AI-powered staffing platform

These teams will be curated and matched to support brands and agencies on specific projects and campaigns.  

Fiverr is making a move into the advertising industry by launching Togetherr  an AI-powered platform aimed at connecting big brands with advertising freelancers who have left some of the largest agencies in the world to work for themselves. 

This move comes after Fiverr -  which has 4 million customers in 160 countries - recently acquired creative talent platform Working not Working and photography platform Creative Live.

The platform uses proprietary technology, the Creative Genome, to construct award-winning teams, from an exclusive group of creative talent.  

These teams will be curated and matched to support brands and agencies on specific projects and campaigns. 

The advertising world has gone through massive changes in the last few decades. The emergence of new digital platforms, the fragmentation of media, the rise of tech giants, e-commerce, and science-based marketing, all dramatically influenced the relationships between brands and agencies. 

It has also now influenced the way creatives feel working for agencies which ultimately impacts the outcomes of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways of working.

“Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry,” said Amir Guy, Togetherr’s General Manager. “The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster.

"Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.”

“With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way,” said Micha Kaufman, CEO of Fiverr. “Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.” 

 


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