We see what others can't.
Our proprietary system tracks creator performance across 30+ markets: conversion data, which creators drive purchases, which 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.
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, focused on 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 revenue was the only metric worth tracking. 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.
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 active campaigns.
+ What Makes Us Different
Four things we do that others don't.
-
01 -
02 Senior people, not account managers.
No one learning on your budget. Every person on your campaign has run campaigns worth millions. Senior operators only, zero bureaucracy.
-
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.
-
04 We write the letters from inside the campaigns.
Every letter comes from active campaigns: 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 the Intelligence system nobody else has.
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. Craft takes precedence over clock.
+ 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 each deal gets run instead of forwarded. Every letter published from inside active campaigns.
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.
40 clients. 93% still here. The numbers make the case.
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.
// Who runs it
Paul Taylor, Founder.
70+ campaigns closed, 200+ negotiations tracked, 0 brand-safety incidents since 2022. Specialization: gaming, tech and lifestyle. Writes the weekly Letters.
// 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.