How this UK influencer shortlist works
There is no single best agency for every campaign. A brand launching a consumer product nationwide may need different creator relationships, production and reporting from a specialist B2B business or a company working in a regulated category. This shortlist introduces ten UK agencies with different strengths and gives you a way to compare them.
Disclosure: This is Giraffe Social’s editorial selection and we include ourselves. It is not an independent ranking. Agency teams, services and clients can change, so check each agency’s current work and ask for examples that resemble your brief before choosing a partner.
This article compares providers. To assess Giraffe Social’s own campaign delivery, see our influencer marketing agency service, with the approach, scope and client work in one place.
Five questions for your shortlisted firms
How do you choose creators? Ask for the audience evidence, content review and checks behind a shortlist. Follower count alone is not enough. Our guide to nano, micro, macro and mega creators explains why fit matters more than the label.
Who makes and owns the content? Clarify the creative brief, production, approval process and rights for reuse in paid ads, on the brand’s own channels or after the campaign ends. A low fee can become expensive when usage has to be renegotiated.
How do you handle disclosure and claims? UK brands have responsibility for paid endorsements. The Competition and Markets Authority’s guidance for brands covers gifts, payment and other incentives. Ask how the agency briefs, checks and records disclosure, particularly when products make health or financial claims.
What will you measure? Agree whether the campaign is meant to create awareness, useful content, qualified traffic, sales or a mix. Ask what each metric can and cannot tell you. Impressions are not customers, and a tracking code will miss some later purchases.
Who will do the work? Meet the people who will manage creator relationships, creative, approvals and reporting. Ask what happens if a creator withdraws or a post underperforms. The answer should show a real process rather than a promise that every campaign will go viral.
These questions make the ten agency profiles below easier to compare. Give a shortlist the same brief, budget range and success measures, then judge the proposed approach and the people who would deliver it.
Giraffe think human-firstare a specialist social agencyblend strategy & creativityare multi award-winningwork with brands worldwidebelieve in authenticityachieve meaningful impacthave been doing this a while
The shortlist: 10 UK influencer agencies
1. Giraffe Social
Best fit: Established brands that want creator partnerships planned alongside wider social strategy and paid distribution.
Why we included ourselves: Giraffe Social has worked with UK and international brands since 2012. Our team researches audience and creator fit, develops briefs and manages campaign delivery. This is our own shortlist, so ask us for relevant examples and compare them with the other firms here.
Notable clients: Giraffe is particularly adept at running influencer marketing campaigns for B2B brands and in regulated spaces. Good examples include our influencer marketing campaigns for The Independent Pharmacy, OneFamily, Sebamed, and Hemsley Fraser.
2. The Goat Agency
Website: https://goatagency.com/
Who they are
One of the OG influencer marketing agencies, founded in 2015. Now a global operation with 650+ specialists across 37 markets, with strong UK and EMEA presence.
What they do best
They built their reputation on putting creators at the centre of strategy, not as an afterthought. Work across Instagram, TikTok, and YouTube, with a focus on combining influencer content with paid media for amplification. Their proprietary tool, Ibex, uses AI and ten years of campaign data to inform influencer selection, pricing, and performance tracking.
Notable clients
Dell, Superdrug, Nivea, Unilever, Minor Figures. They’ve run 50,000+ campaigns generating 10 billion views.
Why they made the list
They genuinely helped shape the UK influencer marketing industry. Early innovators in running paid media through creators’ own channels and using influencer content in Amazon’s DSP. If you need an agency with proven scale, deep platform relationships, and solid data infrastructure, they’re a credible option.
3. Buttermilk
Website: https://www.buttermilk.com/
Who they are
A London-headquartered creator agency with offices in Miami and Dubai. 129-strong team that positions itself as “community-first” – focusing on the cultural communities and subcultures where creators have genuine influence.
What they do best
Creator marketing is all they do. They emphasize matching brands with creators who sit authentically within relevant communities rather than just chasing reach. Their approach is about building advocacy and long-term creator relationships that work both ways – benefiting the brand and the creator. They focus on leveraging contemporary culture and community dynamics to drive brand outcomes across the full funnel.
Notable clients
Nike, H&M, Swarovski, Prada, Armani, Dyson, Primark. Strong presence in fashion, beauty, and lifestyle sectors.
Why they made the list
They’ve built a solid reputation (13 gold awards, 30+ shortlists) by staying laser-focused on creator marketing. Their “experts before algorithms” philosophy and emphasis on cultural understanding rather than just data sets them apart. If your brand needs to authentically connect with specific communities or subcultures through creators, they’re worth considering. Their global presence also means they can scale campaigns beyond the UK when needed.
4. Purple Goat
Website: https://www.purplegoatagency.com/
Who they are
An international marketing agency with a distinct focus: disability inclusion and representation. Over 50% of their staff have a disability, and they bring authentic lived experience to every campaign they create. Founded to challenge outdated perceptions around disability while delivering strong commercial results.
What they do best
Inclusive influencer marketing and brand strategy, particularly around disability representation. They activate diverse talent and create campaigns that genuinely represent the disabled community – not as tokenism, but with real cultural insight and authenticity. Beyond influencer work, they offer DEI consulting, accessible content production, paid social, and consumer research rooted in community insight. They help brands engage meaningfully with the world’s largest minority group.
Notable clients
Strongbow, Arla, ITV, Tesco, Avanti West Coast – brands looking to build genuinely inclusive campaigns.
Why they made the list
They’re doing something genuinely different and important in the influencer space. Winners of ‘Diversity and Inclusion Company of the Year’ at The Drum Marketing Awards and ‘Best Boutique Influencer Marketing Agency’ at the 2023 Global Influencer Marketing Awards. If your brand is serious about disability inclusion and wants to work with an agency that has authentic expertise (not just a diversity statement on their website), Purple Goat brings both the cultural competence and the campaign execution to back it up.
5. The Influence Room
Website: https://www.theinfluenceroom.com/
Who they are
A platform-based approach to influencer marketing, founded on the belief that the best creator partnerships happen when influencers already genuinely love the brand. They’ve built a tech platform where brands list opportunities and influencers bid to work with them – flipping the traditional agency model.
What they do best
Connecting brands with creators who are already authentic advocates. Their platform allows influencers to bid on campaigns, pitching themselves based on genuine interest rather than brands chasing creators with the biggest reach. The model emphasizes product and experience exchange over pure paid partnerships, aiming for more authentic content and relationships. Brands get full visibility over campaigns, direct communication with creators, and clear tracking and ROI measurement through their dashboard.
Notable clients
Puma, Toms, Peacocks, Bonmarché – a mix of lifestyle and retail brands, with an emphasis on visibility, performance, and reach.
Philosophy & approach
Found leans all the way into future-forward marketing: AI-led insights, automation, proprietary tech, and a borderline evangelical belief in optimisation. Whether you buy the Everysearch™ narrative or not, they’re undeniably sharp on performance and committed to staying ahead of where digital’s going – not just where it’s been.
Why they made the list
Because if your brand is playing across multiple platforms and you want a performance partner that talks (and builds) in future tense, Found is worth a serious look. Just be ready for a few trademarked phrases along the way.
6. Disrupt
Website: https://disruptmarketing.co/
Who they are
A London-based global influencer marketing firm led by BAFTA-winning ex-Made In Chelsea star Stevie Johnson. A team that positions itself as “social natives” with influence baked into their DNA – not just as theory, but lived experience.
What they do best
Audience-first influencer strategies. They start by mapping audience culture, behaviours, and decision-making touchpoints, then identify the moments where creator content will have maximum impact. Their approach is data-driven and performance-focused – they’re clear that success means ROI, not just engagement metrics. They handle everything from creator matching and campaign execution through to amplification and real-time optimisation with transparent reporting.
Notable clients
Vinted, Estrella Damm, LG, COTY – brands across resale fashion, beverages, tech, and beauty.
Why they made the list
They’ve built their positioning around cutting through the noise with culturally relevant storytelling and measurable outcomes. The founder’s background as an influencer brings genuine understanding of how creator partnerships work from both sides. Their “no fluff, no wasted moves” philosophy suggests a results-oriented approach. If you want an agency that talks straight about performance and has insider knowledge of the creator world, they’re worth a conversation.
7. Summer
Website: https://thisissummer.co/
Who they are
An influencer marketing and talent management agency founded in 2016 – another early mover in the UK influencer space. They work both sides: connecting brands with creators, and managing talent to build and monetise their influence. Part of an integrated agency network alongside sister agencies b. the agency and BEING.
What they do best
Creator-led campaigns that tap into subcultures and cultural trends. They emphasise “authentic storytelling meets smart data” – picking partners who can genuinely reach and convert audiences, not just rack up impressions. Their dual focus on brand campaigns and talent management means they understand the creator perspective deeply. They’ve navigated algorithm changes, new platforms, and evolving regulations since 2016, building expertise through experience.
Notable clients
Cadbury, Estée Lauder, Ernest Jones, Toni&Guy, Wella – strong presence in FMCG, beauty, jewellery, and haircare.
Why they made the list
Their longevity in the space (since 2016) and their talent management arm give them genuine credibility in creator relationships. The integrated network with sister agencies means they can scale beyond pure influencer work when needed. Their ethos of making influencer marketing “feel good for the brand, the creators AND the consumer” suggests they’re thinking about sustainable partnerships, not just quick wins. If you want an agency that manages talent as well as campaigns, they bring both perspectives to the table.
8. Obviously
Website: https://www.obvious.ly/
Who they are
A full-service influencer marketing firm with global reach and serious scale. They position themselves as the go-to for executing large-scale campaigns – they’ve delivered over 5 billion impressions and work with some of the world’s most recognisable brands.
What they do best
Building custom creator networks exclusive to each brand – whether that’s a handful of creators or tens of thousands. Their proprietary AI technology and interactive client dashboard provide advanced data analytics, real-time reporting, and brand safety checks. They emphasise that all first-party data belongs to the client, not the agency. Work across all major platforms – Instagram, TikTok, YouTube – with the infrastructure to execute genuinely large-scale campaigns.
Notable clients
Panda Express, Campbell’s, Converse, Ulta Beauty – major consumer brands across food, fashion, and beauty.
Why they made the list
If you need scale and infrastructure for massive influencer campaigns, Obviously has the track record and tech to back it up. Their focus on custom creator networks and first-party data ownership is a plus for brands building long-term influencer strategies. The proprietary tech stack and real-time reporting capabilities suggest a data-mature approach. Best suited for brands with substantial budgets looking to activate influencer marketing at enterprise level across multiple markets.
9. SEEN Connects
Website: https://www.seenconnects.com/
Who they are
A female-led independent firm founded in 2016 on the belief that authentic influence and human connection drive real business results. They call themselves a “connections agency” rather than just a creator agency – positioning relationships as their core strength.
What they do best
Strategic influencer selection through their “Connected Voices” framework, which looks beyond follower counts to build creator networks focused on keeping content evergreen and conversations ongoing. They combine organic influencer work with social media management and paid social, applying their proprietary “Catalyst” strategic framework to help brands embed in culture and connect with audiences. Their approach is about making budgets work harder and cutting through ad clutter.
Notable clients
Arla, Dr. Oetker, Nike, Panasonic – brands across food, sportswear, and consumer electronics.
Why they made the list
Independent, female-led, and focused on strategic thinking rather than just execution. Their emphasis on building sustainable creator networks and evergreen content suggests they’re thinking long-term partnerships, not one-off campaigns. The proprietary frameworks (Catalyst and Connected Voices) indicate a developed strategic methodology. If you’re looking for an firm that prioritises genuine connection and cultural relevance over pure scale, and want to work with an indie rather than a network agency, they’re worth considering.
10. House of Marketers
Website: https://houseofmarketers.com/
Who they are
A TikTok-specialist agency co-founded in 2020 by Inigo Rivero, one of TikTok’s first EMEA employees. Built on genuine insider knowledge – Inigo helped over 300 brands succeed on TikTok while working on the platform’s Strategy and Partnerships team from 2016, leading growth in the UK, France, and Germany.
What they do best
TikTok marketing – it’s their entire focus. They run influencer campaigns, create content for brand profiles, manage TikTok paid ads, and develop influencer strategies specifically for the platform. Their team claims insider understanding of how TikTok’s algorithm actually works, backed by performance data from hundreds of campaigns. They particularly focus on Gen Z and Millennial audiences, with global reach across Europe, North America, South America, Southeast Asia, and UAE.
Notable clients
KFC, Skin+Me, Red Bull, Halfords, Mindful Chef – brands across QSR, beauty, energy drinks, automotive, and meal kits.
Why they made the list
If TikTok is your priority platform, the founder’s background as an early TikTok employee gives them credible insider expertise. They’re specialists, not generalists – which means deep platform knowledge but less flexibility if you need multi-platform campaigns. Their 20+ years of combined influencer marketing experience and multi-language capabilities (English, Spanish, German, French) mean they can handle international TikTok campaigns. Best for brands serious about cracking TikTok specifically.
Choose for the brief you have
There is no universal best fit across budgets, audiences and markets. Use the profiles above to identify two or three credible candidates, then give them the same brief so you can compare their thinking fairly.
Compare proposals on the same brief
Ask each agency to respond to the same audience, product, budget range, timing and business goal. Look for relevant creator communities, a creative idea suited to the audience, the named delivery team and a clear plan if early content underperforms. Ask for a breakdown of creator payments, agency fees, production, paid amplification and usage rights.
A case study is useful when you can see what the agency actually did and which result was measured. Check what is included if a creator needs a revision or a launch date changes.
Protect the work after it goes live
Agree who checks ad disclosure, factual claims and permissions before publication, and who responds if a creator or audience issue arises. Our guide to ethical user-generated content covers related rights and consent questions. If creator assets will also run as ads, agree the paid usage rights and distribution plan in the brief.
The shortlist is a starting point. Verify each agency’s current work and terms directly, and choose the team that fits the job you need done.
Editor’s note — 18 September 2026: The shortlist’s links and display were reviewed, including direct links to the agencies’ own sites. Current UK endorsement guidance and comparison questions remain part of the article.
