You have the budget.
You're missing the map.
shyfox advises companies working out what to do with creators. Some have one platform figured out and no idea how to translate it anywhere else. Others are starting from scratch.
Why this category is different
YouTube, IG/TikTok, and Twitch aren't three sizes of the same buy. They're three different KPIs: brand trust, purchase comprehension, and reach. A campaign that picks the wrong one doesn't underperform, it measures the wrong thing.
Rates are opaque and inconsistent, and I have seen brands pay three times market. Written platform policy and enforced policy aren't the same document. And how your company gets described in the first thirty seconds, usually by a creator's manager, decides who works with you and what they charge.
The most common failure isn't picking a bad creator. It's setting a KPI that creator was never going to hit. Most teams learn this by spending a quarter on it.
What I do
Advisory. How the category behaves when a company enters gaming, streaming, and the creator economy, and where your assumptions will cost you.
Creator identification. Vetted shortlists against your brief, with fit, audience profile, rate range, and risk flags.
Rate calibration. Send me a quote and I'll tell you whether it's market and what's negotiable.
Introductions. Creator management, agencies, platforms, and agencies of record, where I have the relationship and the fit is right.
Positioning. How your company is described determines which creators will work with you and what they'll charge.
Platform and policy guidance. Practical direction across YouTube, Instagram, TikTok, and Twitch. Not legal advice.
Team building. Freelance support, or the right agency, if you don't have people for this yet.
How I work with you
Campaign execution, deal sourcing, and creator outreach sit outside a retainer. Where that work needs doing, I'll point you toward the people who do it well and tell you what to expect. If a project is a better fit for me to run, we can scope it separately.
Advisory retainers, three months minimum. Engagements start at $3,500 per month.
Over 200 creator deals negotiated and fully executed, worth more than $5M in partnerships.
Deals involving Intel, Shopify, Meta, Coach, Trolli, Twitch, Sega, Epic, and EA, several of them non-endemic brands entering creator channels for the first time.
A decade in creator marketing across gaming, esports, and streaming, as a talent agent and most recently VP of Talent.
Before that, years as a creative producer in Hollywood, which is where the creative side of this work comes from.
Also a creator myself, so I understand what motivates a creator's work and what their audience will actually respond to.
Background
A $200,000 program nearly fell apart for reasons that had nothing to do with the creators involved, with a leadership team watching and partners about to be left holding nothing. I was representing the talent. I reworked the creative approach, refocused the KPIs around what those creators could actually deliver, and rebuilt the brand's confidence in the program. Everyone came out whole, and it has been renewed four times since.
"Britt understands what a sponsorship needs to do for the brand and what it needs to do for us. That's rare."
Night Shift, creator client
A recent save
Let's talk about what you're trying to do
Tell me a little about your company and where you are with creator marketing. I'll tell you whether I'm useful to you.
Or email me directly: britt@shyfox.gg