Frequently Asked.

Genero is a creative delivery system: a platform that connects brands to a curated global network of independent creative businesses, talent and social creators. Marketing teams brief, produce, approve and pay for creative production in one place, on demand, without hiring an agency or onboarding freelancers or suppliers. Genero has operated since 2009, with teams across five regions.

Genero runs the whole project in one place. You launch a brief, creative partners pitch ideas against your timeline and budget, and you choose who to work with. Production runs through the platform with messaging, versioned feedback and approvals. Genero also handles contracts, usage rights and payments.

The network covers creative directors, strategists, production companies, small agencies, photographers, animators, designers, editors and social creators. That range means you can move from a big campaignable idea, to a creator content program and global content production without changing platforms.

These are the four most common use cases, not the limits of where Genero can help. Over 17 years Genero has covered brand naming, music videos, documentary, TV series and photography alongside campaign and social work. If it needs making, there is a partner in the network who makes it.

Genero combines an in-house team of social experts with a global network spanning social creators, influencers and professional creatives. The team supports strategy, hooks, scripts and production, and partners are curated against each brief. That mix is what produces genuine variety across creator-led content and social-first creative with craft.

Genero handles the whole program in one workflow: creator strategy, discovery, briefing, production, usage rights and payments. Clients can onboard creators and run it themselves, or lean on Genero's team to run the creator content program end to end. Everything sits on one platform rather than across several tools.

You brief senior independent strategists, creative directors and production companies directly. Removing the layers between the brand and the people making the work cuts both the time and the overhead of a traditional campaign process, without changing the calibre of the talent involved.

You can brief production partners in each market you need, and collaborate with them through the same platform. Genero connects you to teams on the ground in the market and culture you are targeting, with one workflow, one set of brand standards and one supplier relationship.

Genero has been connecting brands with independent creative talent since 2009, before the creator economy had a name. Our history covers the shift from traditional to digital, to social-first content and the shift to creator-led media.

Creatives can sign up through the site directly. Our community covers professional creatives, production companies, studios and social creators. You build a profile with your portfolio of work to get matched to briefs and ongoing rosters, and to access and pitch on open briefs.

You set a budget for each brief, and Genero's service fee comes out of that budget, varying with the scope and the level of support you need. Enterprise partnerships have agreed fees and volume discounts.

Yes. That is how most Genero clients use it. In-house teams build their core team and use Genero for specialist and overflow work: multi-market production, always-on social, and skills they do not hire for full time. Capacity scales up and down as needed.

Yes. Clients add their team with the right permissions, build brief templates, load brand guidelines, set their own legal forms and curate their own network of approved partners. That setup carries into every brief, so partners work to your standards from the start rather than being briefed on them each time.

The Genero network includes over 140,000 creative partners across every major market, from individual creators to established production companies. Over 95% of briefs launched through Genero get commissioned so the network is deep enough to answer almost any brief. Genero also integrates with the social platforms, so you can search and shortlist social creators directly.

Yes. Always-on social programs are one of Genero's most common use cases. Rather than a retainer with a fixed team, clients brief a curated pool of social specialists, scaling volume up or down as the media plan requires. Performance insights are fed back into strategy to build a social content program that compounds.

Creator platforms optimise for reach and leave creative to the creators. Genero’s team develops the right creative strategy to find the right balance between creator authenticity and brand, so you can produce creator-led content that connects with the creator’s audience and aligns with your brand.

Genero’s network has senior, professional talent including independent strategists, creative directors and production companies. Many of them held those roles inside agencies and now work independently. Genero matches them to each brief based on the category, the market and relevant past work, so you work with a creative team built specifically for each project.

Brand guidelines, brief templates and ways of working are built into the platform, so every partner starts from the same standards regardless of market. Feedback and approvals run through the same versioned workflow, which means the brand team reviews everything in one place.

Genero has teams on the ground across five major advertising regions, with offices in London, New York, São Paulo, Singapore, Sydney and Melbourne. Work is briefed and produced globally, with local teams supporting clients in their own timezone.

No. Joining the Genero network is free for creatives. There is no subscription and no fee to pitch on briefs.

No. You set the budget for each brief. Genero reviews every brief before launch and will advise you if the budget won't cover what you're asking for.

With an agency, ideas come from a small fixed team, often on retainer. Genero gives you a choice of ideas and a different set of specialists for every brief, chosen for the market and the job. You pay per project rather than per month, and you brief the people making the work directly.

No. Over 70% of briefs on Genero are private, sent to a preferred partner or a curated list. Open briefs are there when you want a wider range of ideas and want partners to come to you. Most clients use both, depending on the shape and objectives of the brief.

Yes. Genero works directly with the platform teams at Meta, YouTube, TikTok and Pinterest, producing platform-first creative for their largest advertisers. We’ve designed global creative programs and run thousands of campaigns in partnership with each platform, so we’re experts in delivering platform-first creative at scale.

Our creator content programs and campaigns span the full spectrum of influencers and creators across macro, craft, micro and UGC. Our deep social and production expertise and network of professional creatives can deliver creator content with production craft, across organic and paid assets.

Yes. Genero has teams on the ground across five regions, supporting clients globally and locally. The creative network has been built over seventeen years and spans almost every country.

Genero works with global brands and their marketing teams across drinks, beauty, food, technology and retail, including L'Oréal, Procter & Gamble, Meta, Canva, the BBC and AB InBev. Clients range from single-market teams running one project to global organisations running always-on programs.

Genero pays creative partners directly through the platform, in any market. Payments are structured against project milestones and released as the work is approved, so there is no chasing invoices with the brand directly.

Yes. Genero can build content programs with set packages and pricing so your team can launch regular briefs with agreed deliverables and budgets.

Marketplaces list anyone who signs up and stop at the match. Genero curates its network, covering professional creatives, production companies, studios and social creators, and runs the whole project on one platform: contracts, feedback, approvals, usage rights and payment.

Agencies give you one fixed team on a retainer. Genero gives you a curated pool of social specialists that changes with the brief, with strategy and production support when you want it. You get senior thinking without paying for a standing team between campaigns, with one platform running the work from brief to delivery.

Genero curates creators against each brief rather than matching on audience size. Our team reviews past work, previous content and how a creator's tone fits your brand, and every shortlist comes to you for approval before anything is commissioned. You choose who you work with, always.

Yes. The structure of briefs is entirely flexible on Genero. Many clients run initial briefs seeking creative ideas to first develop into a creative platform and production-ready brief before seeking production partners. Clients can also ask for both creative ideas and production in each pitch, particularly when speed is paramount.

Yes. The network covers everything from a single-creator shoot to full production companies with crew, and partners are matched to the craft level the brief needs. You can find local partners for hero campaigns or curate a network to deliver high volume content programs.

Briefs come from global brands and cover social content, creator campaigns, integrated campaigns, film and photography production and integrated campaigns. Some are open to the wider network, but the majority are private briefs sent to a smaller curated group matched to the job.

Project-based work utilises Genero's comprehensive platform terms, covering the relationship between Creators, the Client and Genero. Enterprise partnerships are contracted, with agreed scope, fees and service levels.

As much or as little as you want. Some Genero clients run briefs self-serve, others hand the whole program over end to end, and most sit somewhere in between. Genero has experienced social, creative and production teams on the ground across five regions, so support comes from people in your market and timezone.

Genero does. Brands contract with and pay Genero, and Genero pays every creative partner through the platform, in any market. Milestone payments are released by the client. Talent releases and usage rights are captured digitally against each brief.

Yes. You can brief creative partners in any market, so the work is made by people who live in the culture you’re targeting. For ongoing content programs you can curate teams and organise them by geography so you have a set of partners across every market you’re creating in and for.

Genero teams are on the ground across five regions, covering North America, South America, EMEA, Asia and Oceania to provide local support wherever needed.

Yes. Clients can onboard their existing creators into their Genero network and brief, contract and pay them through the platform alongside creators sourced from the wider network. That keeps one workflow across the whole program.

Yes. You can run triple bidding to your own curated partners, or Genero can curate production teams matched to the brief. You can also set your own budget and receive pitches at that number, rather than requesting open quotes.

Yes. Genero handles adaptation and localisation of existing assets as well as original production. Both run through the same briefing and approval workflow, so a market rollout and a new shoot are managed the same way.

Genero does. Brands contract with and pay Genero, and Genero pays every creative partner through the platform in any market. Clients release milestone payments as work is approved, and receive one consolidated invoice.

You can launch briefs in minutes and ask for pitches to come back in days, not the weeks a traditional pitch process takes. Production timelines then depend on the complexity of the work, but time is saved at every stage: no searching for partners, no procurement queue, no coordinating feedback across email, no waiting on contracts.

Yes. Clients can onboard their own freelancers, production companies and other partners into their Genero network, then brief, contract, manage and pay them through the same platform. New partners can be added and briefed, skipping the procurement queue.

Usage rights are all managed within the Genero platform and you set the usage rights you require at the briefing stage. Most briefs on Genero transfer ownership through an assignment of rights from the creator, but you can also license content for a certain period, territory and media.

Genero pays every creator directly through the platform, in any market. Usage rights are set at the briefing stage and captured in digital talent releases signed by talent appearing in the content, so rights are built in and captured against each brief.

Yes. When you brief teams on Genero they will pitch for the full production, including pre-production, shoot and post. You’ll commission one team who will manage all the talent and crew, so you brief once rather than assembling a crew yourself. The Genero team can provide full production oversight whenever you need it.

Yes. Committed spend unlocks lower Genero fees. Creative partners often price better for ongoing work too.

There is no setup cost for project-based work. You set the budget for each brief, so you have full control of spend, and Genero's service fee varies by project and by how much support you want. Dedicated partnerships have contracts with agreed fees and volume discounts. Read more about our pricing.

No. Clients set up Genero as one supplier. Genero contracts with and pays every creative partner, which removes the per-supplier onboarding, compliance and payment admin that usually makes working with independent talent slow and expensive.

Genero is built to meet the controls enterprise security and procurement teams expect. The platform is hosted on Google Cloud with encryption, supports SSO including Okta, and gives clients role-based permissions over who sees each brief and asset. Genero has passed security and vendor review at some of the world's largest brands and runs inside their marketing teams today.