We see what others can't.
Our proprietary system tracks creator performance across 30+ markets. Not followers or engagement—actual conversion data. Which creators drive purchases. What content formats perform.
// Our Story
A small agency of senior operators. Built to replace the ones you're tired of.
93% client retention. Zero long-term contracts. That's the whole stack.
Creators with 1M subscribers who can barely pay rent. Reports full of vanity metrics that mean nothing to a CFO. Agencies picking creators by follower count because nobody on the team has ever watched a campaign end-to-end.
We founded Not Average in 2022 after watching $2M of brand budget get wasted on exactly that. The model was broken, so we rebuilt it — smaller, more senior, obsessed with revenue attribution and creator vetting.
70+ campaigns closed since. Zero brand-safety incidents. 40 clients total.
+ Origin
The beginning.
One question started it: what if every creator dollar could be traced to revenue?
We started in 2022 with three brands, a shared spreadsheet, and a conviction that results speak louder than pitch decks. The first year we said no more often than yes — to bad-fit creators, to retainers without performance targets, and to campaigns that couldn't be measured against a revenue number.
Those three brands are still with us. 40 clients total. 70+ campaigns executed.
// Where we are now
70+ campaigns. 40 clients. 93% retention.
Deep infrastructure. Proprietary intelligence. Long-term partnerships. We're not the biggest agency you could hire — we're the one you don't have to babysit. Senior operators only, capped roster per strategist, and every letter written from inside live work.
+ What Makes Us Different
Four things we do that others don't.
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01 -
02 Senior people, not account managers.
No one learning on your budget. Every person on your campaign has run campaigns worth millions. We operate like a special forces team: high density of talent, zero bureaucracy.
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03 Built for your CFO, not your social team.
We report on revenue impact, not impressions. Our dashboards show cost per acquisition, not cost per view. If a campaign isn't converting, we kill it and reallocate.
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04 We write the letters from inside the campaigns.
No ghostwriters. No content team repackaging someone else's thesis. Every letter comes from the actual work — pricing fights, vetting rejections, platform collapses, payment disputes. Read three and you'll know within ten minutes whether we see creator marketing the way you do.
+ Scale
Results that keep clients around.
70+
Campaigns Run
93%
Client Retention — Industry avg: ~60%
40
Clients Total — Since 2022
0
Brand Safety Incidents
+ How We Operate
Principles, not platitudes.
Systems over hustle
We automated creator vetting, contract management, and performance tracking. Our team spends time on strategy, not spreadsheets. The obsession with efficiency became proprietary technology—an unfair advantage.
Relationships over transactions
Three of our earliest clients are now personal friends. We've hired creators we used to book. The line between partner and vendor doesn't exist here.
Long-term over quick wins
We've turned down six-figure deals that didn't fit. Sustainable reputation beats quarterly targets.
Discomfort on purpose
We hire before we can afford it. Take on challenges that scare us. The moment we feel comfortable is the moment we stop improving.
Craft over hours
We ship when the work is right — not when the clock says so. This is a trade, not a shift.
+ What We're Building
An agency with a proprietary engine.
Senior operators only. No account-manager layer. A capped number of active creator negotiations per senior per week — so we actually run each deal instead of forwarding it. Every letter published from inside the work.
The core is the Intelligence system — 2,100+ data points scored per creator-brand match, decline signals that flag 11 days before public metrics catch it, and proprietary conversion data across 30+ markets. It stays internal. It powers every recommendation we give a client.
Not the biggest by headcount. The most effective by revenue impact.
93%
Client retention rate. They stay because results compound.
11 days
Average early-warning window before a creator's decline shows up in public metrics.
// Due diligence
Before you decide, talk to a current client.
We don't hide behind NDAs. If our work is good, they'll tell you. If it's not, we shouldn't be hiding it. Just ask on the call.
// Ready to talk?
See if we're the right fit.
We work with brands spending $50k+ monthly on influencer marketing who are tired of vanity metrics. If that's you, let's talk.