Billion Dollar Boy launches local creator teams for global brands

Global brands running social media across multiple markets face a persistent problem: central teams want consistency, but local audiences want content that feels like it came from someone who actually lives there. Billion Dollar Boy thinks it has a system to solve that.

The creator agency is rolling out Social Hubs, a model that embeds market-specific teams of creators into a brand’s social operation.

Sourced and managed by Billion Dollar Boy, the teams operate like an extension of the brand’s in-house team – handling everything from reactive trend-based videos to larger regional activations. The brand controls overall strategy and visual identity, while local hubs create content relevant to their own market.

Billion Dollar Boy’s proprietary platform, Companion, manages creator sourcing, onboarding, tracking and payments across markets.

The launch follows a two-year rollout with Lipton across six European markets. Billion Dollar Boy said the programme generated 924 million Instagram and TikTok views in 2025 – a 281% year-on-year increase – and delivered three times more effective reach per euro spent than traditional advertising. Lipton has since expanded the model to Saudi Arabia, with further rollouts planned across the Americas and Asia.

“It’s no longer about control – it’s about participation,” said Emrah Oner, Lipton’s digital marketing director. “Creators are essential collaborators who shape how our brand shows up.”

The model reflects a broader shift inside influencer marketing, driven partly by necessity. 

Billion Dollar Boy’s research found that marketers’ two biggest operational challenges were maintaining authentic, consistent content and managing creator relationships across multiple markets, both cited by 34% of respondents. The agency also found that two in five US marketers and one in five UK marketers now spend more than $3 million annually on creator marketing, as brands increase investment in social and creator-led advertising.

“Brands need a system that allows them to operate in social as it exists today,” said Ed East, Billion Dollar Boy’s global chief executive and co-founder.

Creator agencies are increasingly trying to position themselves less as campaign vendors and more as operational partners embedded inside brands’ day-to-day marketing infrastructure.

Publicis has aggressively expanded its influencer and social capabilities through acquisitions including Influential, Captiv8 and Fabric Social, as holding companies race to build creator-led marketing infrastructure that operates closer to culture.

Billion Dollar Boy’s answer is operational rather than acquisitive: decentralised creator teams designed to function like local social newsrooms for global brands.