Ad agency vs. MCN vs. platform
There are three main places to go for influencer marketing: ad agencies, MCNs (creator talent agencies) and platforms. They sit in different positions, so the fastest route is to pick — or combine — them based on your goals and team.
Side by side
| Ad agency | MCN | Platform (e.g. Tonakai) | |
|---|---|---|---|
| Role | Plans and runs the whole campaign for the brand | Represents its signed creators | Shared system for brands, agencies and creators |
| Creators available | Depends on the agency’s network | Mainly its own roster | A wide pool with data |
| Best for | Large campaigns incl. ads, PR and events | Booking specific creators | Choosing many creators fast with data, or running campaigns in-house |
| Where data lives | Mostly with the agency | Mostly with the MCN | In your own account |
Ways to combine
- Agencies use a platform to speed up selection, execution and reporting across clients
- Pair top MCN creators with micro and nano creators found on a platform
- Run everyday campaigns in-house on a platform; bring in an agency for big launches
How Tonakai does it
Tonakai is a platform where brands, ad agencies, MCNs and creators work on the same system. History, rates and results stay in your account, so they carry over when people or campaigns change. If you want help from strategy onwards, M2IE, the company behind Tonakai, can run it with you.