In one of television’s most memorable scenes, Mad Men’s Don Draper famously told a frustrated Peggy Olson, “That’s what the money is for!” when she asked for a simple “thank you.”
While Draper’s view may be from another era, many marketers today still see the creator economy through the same transactional lens. It’s an outdated perspective that assumes a paycheck alone guarantees excellent work. But this approach falls flat in today’s media landscape.
To succeed in creator marketing, brands must move beyond short-term transactions and build long-term partnerships.
Why Transactional Approaches Fall Short
Many advertisers see creators as content producers and little more. However, creators are entrepreneurs who can unlock growth and build long-term brand value if given the proper support. Beyond a paycheck, creators want mentorship, business guidance, and opportunities to expand their careers.
Billion Dollar Boy, a global influencer marketing agency known for iconic campaigns for brands like Amazon, Dove, Kenvue, Loewe, and Ulta, recognized this gap and created FiveTwoNine: The Creator Club. The name “FiveTwoNine” flips the traditional 9-to-5 workday on its head, acknowledging that many creators juggle multiple jobs while striving to make content creation their full-time career.
Introducing FiveTwoNine: The Creator Club
FiveTwoNine is more than just a community—it’s a physical space in London designed to support creators’ development as leaders and business owners. It features production facilities, soundproof studios, and classrooms where creators can collaborate, take business courses, and connect with senior marketing leaders.
For example, this past September, the space hosted an event, “Free to Be Me: The South Asian Experience in Creator Advertising,” to bring industry players together to foster inclusivity and discuss the importance of representation in advertising.
FiveTwoNine’s founding members include a diverse range of creators, such as:
• Lucy Edwards – Beauty and accessibility creator and disability activist.
• Henry David Firth and Ian Theasby – Food and beverage creators.
• Joshua Temple (“SLOGO”) – Gaming creator.
• Sophie Butler – Fashion creator and disability activist.
• Jack Henderson – Lifestyle creator.
• Big Manny – Science and music creator.
Along with Lipton as a founding brand partner, these creators set the tone for the club’s mission to build meaningful partnerships between brands and creators.
“FiveTwoNine isn’t just a place for creators to create,” says Edward East, Founder and Group CEO of Billion Dollar Boy. “It’s designed to help creators build the business skills they need to thrive—whether through coaching on brand partnerships, financial planning, or simply having a space to meet and share ideas.”
FiveTwoNine already supports a community of over 1,000 creators and is expanding with a new location in New York City, set to open in early 2025. “When creators succeed, brands benefit from access to a strong, sophisticated talent ecosystem that can deliver meaningful results,” says Becky Owen, Global Chief Marketing Officer & Head of FiveTwoNine at Billion Dollar Boy.
Supporting Creators Beyond the Paycheck
Research by Billion Dollar Boy revealed that 73% of creators prioritize business consultancy services. Their top needs include financial advice, pricing and negotiation guidance, and support for diversifying income streams. Recognizing this, FiveTwoNine offers workshops and coaching sessions on supply chain logistics, legal considerations, and financial planning.
“Creators are essentially small business owners, and like any business, they need more than revenue to grow,” explains Owen. “By helping creators develop entrepreneurial skills, we’re creating a talent ecosystem that helps creators thrive and enables brands to connect with a dynamic network of innovative partners.”
However, Owen emphasizes that this approach isn’t for every brand. “The marketers that see the best results are those that understand their growth is based on a long-term investment in creators and the creator economy,” says Owen. “It’s not for everyone. Some won’t get it, and that’s okay. It’s about focusing on the right brands committed to supporting creators.”
Lucy Edwards, one of FiveTwoNine’s founding creators, shares the value of these deeper relationships: “When I started, I had to wear many hats—editor, producer, director, and business owner. Education and guidance weren’t there for me, but FiveTwoNine is changing that for the next generation of creators. It’s about giving creators the support they need to succeed long-term, ultimately benefiting their brand partners.”
Why This Approach Is Good for Brands: Key Takeaways
Deeper Engagement and Loyalty: Creators who receive mentorship and business support are more invested in the success of the brands they partner with, leading to more robust business outcomes.
Better Business Outcomes: When creators have access to resources like financial planning, negotiation guidance, and supply chain logistics, they can focus on producing higher-quality content and driving better results for brands.
Access to a Dynamic Talent Network: Supporting creators’ growth helps brands tap into a sophisticated, skilled network of creators who can deliver deeper insights, creative ideas, and innovative solutions.
Long-Term Value: By building long-term partnerships, brands benefit from creators’ continuous growth and evolving influence, positioning them to access new audiences and stay relevant in an ever-changing media landscape.
Building Long-Term Value Together
Success in creator marketing doesn’t require more spending; it requires shifting how brands see creators—from mere content producers to long-term partners. By investing in creators’ development and supporting their entrepreneurial goals, brands can build deeper relationships that deliver sustained growth and value.
With the right approach, creators become brand ambassadors and strategic collaborators who can help shape a brand’s future. Don Draper may have believed, “That’s what the money is for,” but in today’s landscape, money alone won’t buy the loyalty, creativity, or lasting impact that true partnerships can deliver.