The Millar Agency was announced as the Boutique Talent Management Agency of the Year at the #BCAs Awards Ceremony on the 10th October 2024. We caught up with the Agency’s Founder Nora Miller about The Millar Agency’s values and how they foster a close relationship with the talent on their roster.
What sets The Millar Agency apart when it comes to managing creators?
We have a large agency skill set with a boutique agency family feel. Our clients feel nurtured by our very personal service but they also know that we are propelling their careers in all sectors to the highest standards.
We also don’t focus solely on our creators’ temporary achievements, but keep long-term bigger-investment goals in mind always to ensure longevity. To do this we have a dedicated creative team that help creators branch out into new media such as books, TV and podcasts through workshopping ideas, and providing creative guidance.
For us it is just as important where our talent want to get to, as where they are.
How do you foster close relationships between creators and the brands they work with?
We ensure that our creators, and the brands they work with, work on a ‘collaboration‘ in its truest sense. We are there to remove any barriers to this, ensuring that the most professional and synergistic relationship occurs. This means responding carefully to briefs and determining timelines, deliverables and content plans that both sides agree on from the outset and where expectations can always be met.
We assess briefs creatively to ensure that they are fully aligned with the talent from the moment we are sent them. It is our job to ensure that the process is a smooth one, where everyone comes away having felt significant benefit from our input.
Beyond this, nurturing relationships between both camps beyond a campaign is key. We are more than a conduit to the relationship, but instead a facilitator of the long-term benefit both can bring to each other. We often encourage panels, round-tables and consultation moments between our creators and their cherished partners to build long-term benefits for all.
What’s one piece of advice you give to creators when considering brand collaborations?
Only work with brands and products you genuinely believe in. Audiences are very savvy, they can tell when someone is selling a product they don’t believe in, so be honest, talk openly about products you love even when you aren’t paid to, and give a good assessment of them when you are.
Beyond that, think like a professional. You are in essence a mini advertising agency and studio distributor in one; from designing the content, market research, cinematography and even the most impactful release. Ensure those you work with value your 360 input.
What do you think are the most important values in building a boutique agency?
Well, we have no intention of remaining a boutique agency, but there are definitely values of a boutique agency I would like to keep with us as we scale. I have worked at established agencies and they often fail to respect the need to always educate themselves on the ever changing media landscape, or give opportunities to hardworking, hungry agents who need to be recognised for the work they do.
We do that, and we have created a workplace built on opportunity, which lends itself well to timely but well-balanced growth.
In terms of what has got us to this stage, identifying and nurturing passion from who we hire. We look for people who are true fans of content creators, who exhibit passion for people and have a long-term mindset when it comes to career planning.
Are there specific challenges or highlights that have shaped The Millar Agency’s success?
Yes. The greatest highlight has been the network effect that our creators now have. They work together, they support one another, and in many cases they have joined us because of the recommendations of other creators.
The challenge has been working in rapidly changing economic environments and shifting media landscapes. We have to be aware of the ways in which the world is changing and make sure our business is positioned to grow in the directions that the world does.