The making of creators—The Pujarini row and how talent agencies work

Brands, on their part, view agencies as the mechanism that makes influencers sellable. “Agencies aren’t just intermediaries—they analyze algorithms, package creators, and design influence to scale,” L. Muralikrishnan, cofounder and chief marketing officer at food chain Wow! Momo. “In short, influence today is engineered. Agencies study algorithms, reverse-engineer audience preferences, and package creators into formats that are predictable, scalable and monetizable.”