Influencers starting their own brands was a disruptive trend for brands in 2017. Last year was especially prolific as countless influencers started successful physical product businesses — Becky Li’s new clothing line, for example, or Zhang Mofan’s makeup brand Moamour, or Taobao queens like Zhang Dayi and Lin张林超. In 2018, the emergence of influencer-led creative studios is set to disrupt traditional ad agencies and production companies in China. Influencer-led creative studios are now directly competing with China ad agencies for brand’s content creation projects.
China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios