Companion Launches Creator Investment Intelligence

Companion Launches Creator Investment Intelligence

Creator marketing is now a core global channel. But while budgets have grown, the systems supporting them haven't kept pace.

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Priced on Guesswork: The State of Creator Investment

Our latest research* surveying 1,000 marketing and procurement leaders in the US and UK found that 45% of brands admit to mispricing creator partnerships, paying above or below fair market value. This surges to 58% in the UK. 

The challenge isn't creator fees. 

As creator spend scales across local and global teams, multiple departments, and campaigns, brands lose visibility into fair market value and struggle to maintain consistency and governance.

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Where Creator Investment Breaks Down

Our research uncovered three core friction points facing modern marketing and procurement teams:

1. The Spreadsheet & Email Trap: 73% of brands still manage creator finances on static spreadsheets and email threads where investment history vanishes and governance breaks down.
   
   
2. Multi-Team & Multi-Market Silos: Half (49%) of marketers and procurement professionals say managing creator budgets across teams, markets and regions is a leading concern. Without a single source of truth, brands end up paying different rates for the exact same talent.
   
   
3. The Confidence Gap: Only 44% of all brands retain full confidence they have the intelligence they need to negotiate effectively. Without real-time market data, teams are left negotiating in the dark.

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^{Explore the research.}

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Introducing Creator Investment Intelligence

To solve this, our sister company Companion launched Creator Investment Intelligence.

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Unlike traditional tools that rely on static rate cards, Creator Investment Intelligence is informed by $173M in real creator campaign spend with Billion Dollar Boy - spanning more than 180,000+ deal data points across 50 territories worldwide.

Now it’s available as a standalone software tool for direct Companion clients - giving teams always-on, self-serve access to put that intelligence to work on projects outside of agency scope. 

Core features include:

• Benchmark Algorithm: Instant, data-backed fee guidance factoring in creative craft, deliverables, and usage rights - not just follower counts.
• Budget Tracker: A unified dashboard to track quotes, negotiations, and final fees across all your teams, regions, and campaigns.

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Take Control of Your Global Creator Spend

Ready to bring real-time data, pricing governance, and financial transparency to your creator campaigns?

Explore the research.

Request A Demo.

*Research conducted by Censuswide among 1,000 marketing and procurement decision-makers in the US and UK, 2026.