Influencer marketing agency AJXI is s carving out a niche by focusing on transparency and effective partnerships. Launched in 2023, the company is establishing itself in what its co-owner Josh Williams describes as the “Wild West” of the creator economy. As brands increasingly turn to influencers to reach audiences, AJXI stands as a bridge between companies and content creators, addressing industry-wide pricing, payments, and communication challenges.

With a client roster that includes outdoor brands and lifestyle companies, the agency is betting on clear communication and expectation management to stand. Josh, drawing from his background in social media management, sees significant changes on the horizon for influencer marketing. From more structured brand approaches to the integration of AI in creator selection, AJXI is prepared to take these industry shifts head-on.

Inside AJXI: A Look at the Agency’s Collaborative Process

Before co-founding AJXI, Josh worked as a social media manager for local businesses, specializing in paid ads. His partner, Anthony Peguero, a former fitness YouTuber, brought insider knowledge of influencer challenges to the table. Their combined experiences sparked the idea for their venture.

Josh Williams Anthony Peguero

Josh explains the agency’s unique position: “We work on both the brand and the influencer sides. We have a large network of [influencers] with whom we have close contact. Some of them we know personally and others through other [talent] managers.”

AJXI has secured campaigns with outdoor brands like ACAI Outdoor and Revolution Race and is expanding into lifestyle partnerships with companies such as Skillshare. The agency’s approach involves creating campaign ideations with brands and facilitating transparent communication throughout the process.

“Our main focus is being that bridge between the two and being very open with [what’s] on each side,” Josh states. “Influencers can 100% understand what the brand wants and what the brand’s doing; every aspect of the brand even talks to the brand. And [for] the brand being fully open to what the influencer wants or is doing.”

AJXI’s Approach to Influencer Marketing

Josh emphasizes the agency’s commitment to transparent and direct communication in the influencer marketing space. “We’re very direct to [brands and influencers]. And what we can do and fulfill,” Josh states of their approach to managing expectations for both sides.

This straightforward style extends to their client selection process. Josh explains, “We don’t say we’ll do anything. If we can’t solve the issue or the influencer won’t work for you, even if you want to work with them, we’ll say so.” According to the entrepreneur, this selective approach helps ensure more effective partnerships.

Services and Relationship Building

AJXI’s primary service is facilitating influencer partnerships and leveraging its network of brands and creators. Josh describes their process as follows: “We’ll go to our network [of] creators we have direct contact with, and we’ll see who’s looking to join the campaign. Then, we’ll try to ideate with the creator.”

The agency focuses on building strong relationships due to influencer marketing’s unpredictable nature. “If you can’t [predict], it’s a lot less predictable, and this was a huge issue for us at the beginning.”

To address this challenge, AJXI prioritizes establishing solid ties and gathering comprehensive information upfront. “Making sure we have those relationships in place makes it much easier,” Josh explains.

Notable Campaigns

Josh highlights two campaigns that showcase AJXI’s range and ability to adapt its approach to different scales and industries, from local niche products to established outdoor brands. 

An early project with Cornish Seaweed Co., a small local brand, demonstrated the potential of working with micro-influencers. “I was excited because it was like they had a great product in place [and the] influencers love the brand,” he recalls.

A more recent campaign with ACAI Outdoor exemplifies AJXI’s work with larger brands. Josh praises the experience: “I think the main reason that was great was that [they] just really understand how influencer marketing works, and they just know how to create a good brief.”

Industry Challenges: The “Wild West” of Partnerships

Josh describes the influencer marketing industry as the “Wild West,” highlighting significant challenges in structure and standardization. He identifies two key issues: pricing and payments.

“Pricing and payment are two things you can see,” Josh notes. While pricing can often be negotiated, payment delays have become a critical concern. He reveals, “We’ve seen a huge thing where it’s like credit, especially by some big agency names. They just haven’t been paying creators out for six months, sometimes even nine months after they’re meant to be getting paid.”

Josh points out AJXI’s commitment to timely payments, typically within 15 days, attributing this to careful partner vetting. However, he acknowledges that late payments remain a widespread industry issue.

Communication Hurdles

Another significant challenge Josh identifies is the slow and inconsistent communication prevalent in the industry. He contrasts this with his experience in social media advertising: “When you’re working on Facebook ads, you’re not relying on people as much as you’re not already waiting for like people to respond. You put the ad up, you see what the results are, and you review it.”

In influencer marketing, however, the human element introduces unpredictability. Josh explains, “Now I wait for people to respond. So I think that was a huge shock to me.” He suggests that streamlined communication platforms could help address this issue, provided they are accessible and affordable for creators.

The Root of Structural Challenges

Josh attributes the lack of structure in influencer marketing to its reliance on direct person-to-person interactions. Unlike more established industries or those mediated by technology, influencer marketing faces unique challenges due to its human-centric nature. He points out that human interactions introduce complexities even in long-established industries like restaurants.

The influencer marketing industry’s relative newness compounds these challenges. Josh notes, “When you come to influencer marketing, new things are always coming in. Then, you also add that it is people to people. It all kind of links together.”

Future Trends and Adaptation

Looking ahead, Josh anticipates significant changes in how brands approach influencer partnerships. He predicts a shift towards more structured approaches from brands, potentially impacting how influencers operate.

“I think it’s going to change in a way that brands will want to structure their influencer marketing a lot more,” Josh forecasts. This could lead to changes in payment models and influencer selection processes.

The entrepreneur also sees the potential impact of artificial intelligence in influencer selection and campaign management. While he doesn’t believe AI will fully replace influencers in the near future, he expects it to play a major role in matching brands with appropriate creators.

“I am a strong believer that it will have a powerful impact on the way that they have to work,” Josh states. He anticipates AI could help brands identify influencers best suited for specific campaign needs, potentially redistributing opportunities across a broader range of creators.

This shift may require influencers to adapt their content and strategies. Josh suggests, “Creators will have to adapt their content to be more effective, to be sponsored, to drive an impact, to drive sales, and to do the actual marketing rather than just putting out whatever content gets views.” He sees potential for positive change, with a greater emphasis on effective marketing outcomes rather than just viewership metrics. 

AJXI’s Strategic Vision 

AI Integration and Improved Communication

Josh outlines ambitious plans for the agency’s future, with a strong focus on AI integration. “We’ve got huge plans for integrating AI into our own business because we believe it is the future, no doubt,” he states. The goal is to leverage AI not just for audience analysis but to address communication and structure.

Unlike some competitors, who focus primarily on streamlining the brand experience, AJXI aims to enhance communication between brands and influencers. Josh explains, “We want to focus more on not just allowing brands to have an easy experience but getting the most effective when trying to work with these influencers.”

Scaling While Maintaining Quality

As AJXI grows, Josh once again stresses maintaining strong relationships. “We have to make sure that everything is organized. And it’s a lot of work when trying to manage thousands of communications and relationships,” he notes. The agency plans to use AI internally to manage these relationships efficiently while ensuring data security.

Advice for Aspiring Entrepreneurs and Creators

For those entering the creator economy, Josh recommends building a personal brand. For creators, he suggests developing a deeper understanding of the industry: “Go and learn about what these deals are doing. What are the brands looking for?”

Josh also encourages transparency about negative experiences in the industry. “If you’re a creator and you have been hard done by a brand or an agency, post about it and tell others all about it,” he urges, suggesting platforms like FYPM for sharing such experiences.