German Agency Kirmes Launches a Creator-Talent Division, ‘You Get The Sundae’
- 3 days ago
- 3 min read
German agency Kirmes has launched a talent-representation arm, ‘You Get The Sundae’, to match brands with celebrities and creators based on cultural and brand fit and to manage a talent roster — a move into creator-economy management as agencies build in-house talent businesses to capture influencer budgets rather than routing them to external shops.
What launched
Kirmes has announced a new talent-representation division, “You Get The Sundae”, designed to match brands with celebrities and creators based on cultural and brand fit and to manage a talent roster. It’s a clear move into the creator-economy management space by a German agency, reported by both W&V and Campaign Germany.
The framing around “cultural and brand fit” — rather than raw follower counts — is the notable part of the pitch.
Why agencies are bringing talent in-house
Influencer and creator budgets have grown too large for agencies to keep handing off to external talent shops and taking none of the value. Building an in-house talent arm lets an agency capture more of the spend, control the quality of matches, and offer clients a single, accountable partner from strategy through to creator activation. It’s vertical integration applied to the creator economy.
The emphasis on fit over follower count is also a maturity signal. Early influencer marketing chased reach; the market has learned that a creator whose values and audience genuinely align with the brand delivers far more than a bigger, looser match. Selling on fit is selling on effectiveness.
Marketing Minute’s read: fit beats reach, and integration beats referral
For brands, the useful takeaway is the criterion, not the agency. The single biggest predictor of whether a creator partnership works is authentic fit — does this person actually belong next to your brand, and does their audience overlap with your customer? Reach is easy to buy and easy to waste; fit is what makes the content believable and the endorsement worth anything.
For the agency world, expect more of this. As creator budgets swell, the agencies that own the talent relationship — not just the campaign idea — capture more value and lock in clients. Referral models leak margin; integrated ones don’t.
What businesses should do now
When selecting creators, weight authentic brand and audience fit above follower count — the believability of the match is what drives results. And consider whether a partner that manages talent end-to-end gives you better accountability than stitching together separate strategy and talent-booking suppliers.
Quick FAQ
What is ‘You Get The Sundae’?
It’s a new talent-representation division from German agency Kirmes that matches brands with celebrities and creators based on cultural and brand fit and manages a talent roster.
Why are agencies building talent arms?
Creator and influencer budgets have grown large enough that agencies want to capture the value in-house rather than referring it to external talent shops, while controlling match quality and client accountability.
What should brands prioritise in creators?
Authentic brand and audience fit over raw follower count — the believability of the match is the biggest predictor of whether a creator partnership actually works.
The creator economy has taught marketers an expensive lesson: reach is easy to buy and easy to waste, but fit is what makes an endorsement worth anything. Agencies building in-house talent arms are betting that owning the relationship — and selling on fit, not follower count — is where the value now sits. For brands, the criterion matters more than the agency: does this creator actually belong next to you? — Daniel Nikolla, Founder of Merx Marketing
Fit beats reach: the believability of a creator match predicts results far better than follower count — and integrated talent management beats leaky referral models.
When you pick creators, are you buying genuine brand-and-audience fit — or just the biggest follower number you can afford?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign Germany, W&V.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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