Linking Industry and Insight
In a recent edition of Dealmakers, InterTalent Managing Director Alex Segal launched his “10 Questions With…” interview series – a behind-the-scenes look at under-discussed but essential industry roles. This weeks guest? Nick Brand, founder of SUMO, the specialist recruitment agency known for shaping careers across talent management and the creator economy. Read the original interview here.
From Social Media to Talent Strategy
Nick explains that SUMO started in marketing and moved into social and influencer marketing long before it went mainstream. “We weren’t just lucky — we stuck with it,” he says, referencing the agency’s early involvement with digital-first talent agencies.
Common Misconceptions
One of the biggest? That recruiters just scroll LinkedIn. “We do, but with purpose,” Nick says. He emphasises the craft behind recruitment, particularly in talent management, where “team dynamics, commercial instincts, and cultural fit” all play into a successful hire.
The Reality of Good and Bad Days
A good day? “Everyone does what they said they would,”. A nightmare? Shifting briefs, client indecision and ghosting. “It’s the unpredictability that wears you down,” he says – a sentiment many agents and managers will recognise.
Hidden Skills and Hard Truths
Patience and emotional steadiness are recurring themes in Nick’s reflections. “Over time, you learn not to get too high or too low,” he says, noting how leadership requires calm consistency – especially in a service-based business.
What the Talent Industry Needs Right Now
Nick identifies two major challenges in the industry: a shortage of senior-level digital talent, and a lack of diversity within management teams. While some agencies are building from the ground up, progress is slow. “We’re still some way off,” he says.
Advice for Agencies
Nick encourages talent agencies to view hiring as a long-term investment – not just a transactional process. He also stresses the importance of candidate experience: “Every process involves a real person. How you treat them matters.”
Looking Ahead
Reflecting on his own journey, Nick highlights how staying ahead of industry shifts has been key to SUMO’s longevity. “Take informed bets. Be an always-on resource,” he says – a mindset that’s helped him build long-term relationships and navigate constant change. As SUMO continues to work across entertainment, sport, digital, and music, Nick’s evolving perspective on talent, leadership, and growth reflects the agility required to thrive in the creator economy.
Why This Matters
The interview sheds light on a corner of the industry that’s often overlooked — yet essential to its growth.
As the creator economy scales, the teams behind the talent becomes even more important. Nick Brand’s answers highlight what’s changing, what still needs work, and why thoughtful hiring remains one of the most powerful tools in the agency toolkit.
