Representation guide · 4 min read
Do You Need an Agent or Manager for Brand Deals?
By Roberto Blake · Last reviewed October 3, 2026 · Part of the First Brand Deal guide
Quick answer
Most creators do not need an agent or manager for their first brand deals. Representation tends to help once you have steady inbound interest, repeat deals, or larger contracts to negotiate. Agents and managers usually take a commission, so check what it applies to and how long the term is. Never pay an upfront fee to be represented, and have an attorney review any representation agreement.
Agent, manager, agency, marketplace
- Talent agent: finds and negotiates deals for you, usually for a commission on the deals they close.
- Manager: guides your overall career and business, and is typically more involved day to day.
- Influencer or marketing agency: many work for brands, not creators. Check whose interests they represent.
- Marketplace or platform: connects creators and brands but is not representation.
Signs representation may be worth it
- Brands reach out regularly and you cannot keep up with the volume.
- You are negotiating larger contracts with complex usage and exclusivity.
- You want deals beyond your own pipeline, such as brand campaigns, media, or licensing.
- The time you spend on deal admin costs you more than the commission.
Signs it is too early
- You are still landing your first few deals.
- You have not set your rates or built your pipeline yet.
- You cannot yet tell a good contract from a bad one. Learn that first, because it makes you a better client.
Questions to ask before you sign
- What exactly is the commission, and on which deals does it apply?
- Does it apply to deals I already had or source myself?
- How long is the term, does it auto-renew, and how do I exit?
- What happens to commissions after I leave?
- Who do you also represent, and could that create conflicts?
- What will you actually do for me in the first 90 days?
Red flags: any upfront or monthly fee to be represented, exclusivity over everything you earn, a long auto-renewing term with no exit, and pressure to sign quickly. Have an attorney review the agreement.
What to do instead, for now
Build your own pipeline. Pitch directly, set your rates with the DEAL framework, and keep clean records of results. That makes you more attractive to representation later and gives you leverage when you do talk to one.
Brand Deals Starter Kit · $99
Know the landscape before you sign anything
The Starter Kit includes a guide to working with agencies and PR firms, with summaries of 14 agencies and direct links, plus the contract tools to evaluate any agreement.
Frequently asked questions
Do I need an agent to get brand deals?
No. Many creators build a strong deal pipeline on their own, especially early on. Representation tends to matter more as deal size and volume grow.
How much do agents and managers charge?
Typically a percentage of the deals they work on, but rates and what they apply to vary. Ask for the exact terms in writing and have an attorney review them.
Should I ever pay to be represented?
No. Be wary of any representative who asks for upfront or monthly fees before delivering deals.
What is the difference between an agent and a manager?
An agent focuses on finding and negotiating deals. A manager guides your broader career and business. Roles overlap, so read what each one commits to in writing.
Keep going
- How to Get Your First Brand Deal as a Content Creator
- Brand Deal Contract Red Flags
- Can You Get Brand Deals With a Small Following?
Written by Roberto Blake. Educational content, not legal or financial advice. Cite as: Blake, R., "Do You Need an Agent or Manager for Brand Deals?" Awesome Creator Academy, 2026.