Georgia Farquharson, Founder and CEO of FARQ wrote a piece last week on the annual retreats she and her team take their talents on.
In it, Georgia said something that stuck out more than anything else – “We’re not just building a network of creators, we’re building a community.”
In an industry obsessed with output, scale and monthly revenue targets (albeit some would only mutter this under their breath) that mindset feels surprisingly radical. Because whether agencies do hold their hands up and admit this or not, a lot of creator management has become transactional. Influencers are onboarded, monetised, pushed through brand deals and expected to keep performing at a pace the algorithm demands. Care for clients – or, dare it be said, people – often comes second to deliverables. Even at a time where many say they have an obligation towards the wellbeing of their talents, what is the likelihood of a manager stepping in to pause (or even pull a talent out of) a campaign if their client expressed a need to do so?
That’s why retreats like FARQ’s matter.
Not because every agency suddenly needs to start organising countryside getaways, hot yoga sessions and sound baths in order to help their roster chill out, but because the underlying message is difficult to ignore: creators are people first, business assets second.
And increasingly, the agencies winning long-term are the ones that truly understand that.
The creator economy has matured. We know that many creators no longer just want management. They want infrastructure, support systems and a sense that someone is actually invested in them beyond this quarter’s numbers. In a space where burnout, isolation and creator churn are all very real, community is becoming a commercial advantage.
The interesting part? Agencies that invest in this often end up with stronger retention, deeper trust and creators who stay longer because they feel genuinely connected to the people around them.
That doesn’t mean this approach is “soft”. In many ways, it’s smart business.
Creators talk. Agencies talk. Reputation spreads quickly.
Of course, not every agency has the ability or resources to budget annual away days. It would be flippant to believe that you can all include this as a growth or strengthening strategy, especially those who are starting out or building. The good news is that the ‘away day’ is the physical embodiment of an analogy of which any talent manager worth their salt can action. It’s not about the method, it’s about the outcome – relationship-building. Community and support comes in many forms – from being a genuine ear in a time of need to actually roadmapping a career that benefits the talent, not the manager.
The agencies creating meaningful experiences and/or support systems today may well become the ones attracting the best talent tomorrow.
One thing feels clear: those who treat creators like people, not products, are likely to age far better than the ones still managing purely through spreadsheets. And if you’re still doing the latter, be ready for the possibility of your talent going away one day…
