After running 70+ campaigns, I've noticed something that surprised me: the creators who consistently deliver results aren't always the smartest, the most creative, or the most experienced.
They're the ones with the most agency.
What Agency Looks Like
Agency is the trait of taking ownership. Of solving problems instead of reporting them. Of making things happen instead of waiting for things to happen.
Here's what high-agency creators do differently:
- When a brief is unclear, they ask clarifying questions before starting—not after submitting something wrong.
- When something goes wrong during a shoot, they adapt and find a solution instead of waiting for instructions.
- When they have an idea that's better than the brief, they pitch it proactively.
- When deadlines are tight, they communicate early, not at the last minute.
Low-agency creators do the opposite. They wait to be told what to do. They blame circumstances when things go wrong. They treat the brief as a ceiling instead of a floor.
Why It Matters More Than Metrics
You can have a creator with 2 million followers and a 10% engagement rate. If they have low agency, your campaign will be painful.
They'll submit content late. The integration will be exactly what you specified but somehow feel lifeless. When something needs adjusting, it'll take three emails and a week of back-and-forth.
Meanwhile, a creator with 50K followers and high agency will over-deliver. They'll add touches you didn't ask for. They'll flag potential issues before they become problems. The campaign will feel collaborative instead of transactional.
How to Spot High-Agency Creators
You can't measure agency in a dashboard. But you can see signals of it:
- Response quality. Do their replies address your actual questions, or are they copy-paste templates?
- Questions they ask. Are they trying to understand your goals, or just checking boxes?
- Past work evolution. Has their content quality improved over time? That takes initiative.
- How they handle problems. Ask about a campaign that went wrong. Do they blame others or explain what they learned?
- Proactive suggestions. Do they ever push back on briefs or offer alternatives?
The Trade-Off
High-agency creators often cost more. They know their value. They're not desperate for every deal.
This is a feature, not a bug.
A high-agency creator at $10K will typically deliver more value than a low-agency creator at $3K. Not because of reach or engagement—because they'll actually make your campaign work.
The Bottom Line
When we evaluate creators now, agency is the first filter. Not follower count. Not engagement rate. Not production quality.
Because all of those things are useless if the creator can't execute when it matters.
Look for people who make things happen. Everything else follows from that.