The Truth About Negotiating with PH Influencers via an Agency

Working with influencers is key to amplifying so many types of brands. But in the Philippines, where the influencer market continues to mature, negotiating with creators can be complicated, especially when done through an agency. 

What To Understand: Why Agencies Have Back-Up Funding

In an ideal world, with no bumps or hiccups or any sort of mishaps, payments for any sort of services are delivered right away.

But we don’t live in that world. The reality of business transactions for medium-sized businesses and big conglomerates entails that there should be back-ups for payment delays. That’s just how corporations work. 

How This Benefits Agencies, and Brands

This pool of funding means that, even if brands don’t pay agencies, there wouldn’t be any issues related to payment.

Oftentimes, this makes working for agencies smoother than hiring an influencer upfront. 

Own Funding = Own Equipment and Catalogues

Having backup funding also means that agencies often have a: 

• talent catalogue, 
• media catalogue, and 
• media equipment (to track campaign success)

to refer to. This makes agencies a valuable source of network opportunities compared to just hiring influencers.

This catalogue counts for brands who want:

• a clear PR strategy
• media relationships (that count)
• to stay consistently visible
• professional handling of a PR crisis
• want the right tools and analytics

What To Take Into Account First

Factoring all these in, it makes sense for brands to choose agencies over DIYing their own attempts at securing influencers.

Personally, it’s best to take into account a couple of things before signing into an agency for influencer-related campaigns. 

1. Understand An Agency’s Role

First, recognize the role of the agency in general. 

(And no, it’s not always doing everything in a campaign).

An influencer agency acts as the intermediary: it vets creators, negotiates terms, handles contracts, and ensures deliverables. Compared to working directly, agency representation usually adds a markup (that will depend per agency) but saves you time, ensures legal protections, and provides a layer of professionalism. 

In the Philippines, agencies also tend to have deep local networks and context. They understand Filipino influencer tiers (from micro to macro), payment norms, and content trends. These can give you a leveraged advantage when structuring and negotiating campaigns.

2. Define Clear Goals and Deliverables

Before entering any negotiation, you need to be crystal clear on your campaign goals. What do you want to achieve through your influencer? Brand awareness, engagement, or conversion? 

Next, define the deliverables in detail: number of posts, platform (Instagram, TikTok, YouTube), whether you want feed content, Reels, Stories, or videos, and how many. 

Include timelines, deadlines, and any creative guidelines. Transparency now will prevent misunderstandings later.

3. Create a Realistic Budget Framework

Know your budget range (emphasis on range, not a vague ballpark or a too-specific number) before entering the negotiation. Instead of presenting a single figure, prepare an “anchor” (e.g., your ideal spend), a realistic average, and your absolute ceiling.

Since you’re working with an agency, factor in their commission or fee structure. Expect that agency-negotiated deals may cost more, but also come with benefits — faster turnaround, vetted talent, and smoother contract management. 

4. Prioritize Transparency & Build Trust

If anything, you SHOULD communicate your constraints, not hide them, in this stage. 

In prioritizing transparency, make sure to secure a few things:

• Payment terms

A few professionals would recommend a 50% downpayment, and ask for the rest after campaign completion. But honestly, I find this to be subjective. 

That’s why it’s important to assess your own needs first. 

• Add a delay clause

A delay clause covers possible penalties for late deliverables, ensuring that you have accountability.

• Get a representative

Always have someone represent you. Never negotiate alone.

5. Negotiate Beyond the Rate

Compensation isn’t just the fee per post. Be open about what you expect in terms of usage rights (e.g., can you repurpose content on your own channels?), exclusivity (will the influencer be restricted from promoting competing brands for a time?), and performance metrics.

• Usage rights: extending the right to reuse influencer-created content on your website, ads, or other channels can be a way to lower upfront costs.
  
• Exclusivity: you may ask the agency to secure a non-compete clause for a period, but be prepared to pay more or offer other value.
  
• Long-term or package deals: instead of one-off posts, I highly recommend proposing recurring campaigns or a series of content. Agencies are often open to bundle deals, which can lead to discounts and long-term benefit.
  
• Performance-based incentives: link part of the payment to results, such as sales or engagement. 

6. Expect and Navigate the Agency Approval Process

Since you’re negotiating through an agency, the approval process is likely more layered. It goes like this:

• You pitch your campaign to the agency.
• The agency reviews and proposes influencers.
• Influencers or their managers evaluate terms.
• Negotiations happen until you reach an agreement.
• Once agreements are reached, you reach contract drafting, revisions, and final sign-off.

Because of this structure, negotiation timelines can be longer than working with creators directly. 

It helps to be patient and factor in at least a few weeks for this back-and-forth.

7. Draft a Solid Contract

Once key terms are agreed, don’t rely on verbal promises. Get them in writing. A strong contract should cover:

• Deliverables, deadlines, and formats
• Payment schedule and amounts (flat, performance-based, bonus)
• Usage rights and licensing
• Exclusivity terms (if any)
• Content review, revisions, and approval process
• Termination clauses and dispute resolution
  

Agencies typically handle contracts, but make sure you review it carefully. 

And always, always, always have a signed copy of your contract!

8. Maintain Great Communication & Relationship

A negotiation doesn’t end once the deal is signed. Keep communication channels open (via email, WhatsApp, or project management tools) to provide feedback, check progress, and address any changes. 

And always, always, always show respect for the influencer’s creative process.

Let them have some creative freedom rather than micromanage their content. This fosters a more authentic collaboration and a solidified relationship.

And If the campaign goes well, consider renewing with stronger terms. Long-term partnerships are often cheaper and more effective than repeated one-off deals.

9. Know When to Walk Away

Most importantly, set boundaries. 

Know your maximum budget, and don’t feel compelled to accept inflated rates. If terms can’t be mutually agreed upon, be ready to walk away or pivot to other influencers or agencies. 

That said, be respectful. Negotiations with agencies and influencers are a two-way street. A poor relationship is rarely in your brand’s best interest–specially in the Philippines, where strong, long-term influencer-brand partnerships tend to pay off in authenticity and engagement.

Overall, Over-Communicate

At the end of it all, it’s always best to over-communicate everything you want in an influencer marketing strategy–whatever stage you’re in.

Ready to take the next step? Why not try partnering with NGP IMC? NGP IMC has worked with countless brands, and will hold your hand in making your success possible. 

 Book an appointment with them here, or contact them here.