In focus: by them.

In an industry where traditional talent agencies often prioritize transactional deals, by them. takes a different approach—one that focuses on brand-building, creative collaboration, and long-term cultural impact. Co-founders Lauren Benson and Nadine Pike have built a boutique agency that goes beyond traditional representation, empowering influencers and content creators to establish themselves as visionary brand partners.

I wanted to speak with Lauren and Nadine because of their deep expertise in both talent management and digital innovation. Their backgrounds span high-profile influencer campaigns, marketing, and brand strategy, giving them a unique perspective on how the industry has evolved and where it's heading. Unlike many agencies that treat influencers as a commodity, by them. helps creators build sustainable careers by focusing on storytelling, strategic partnerships, and long-term growth.

In this interview, they share their career journeys, how they identified a gap in the market, and their vision for the future of influencer representation. We also explore emerging social media trends, what they look for in creators, and how they’re shaping the industry for 2025 and beyond.

Can you share your personal career journeys before co-founding by them? How did your past experiences prepare you for this venture?

Lauren Benson: 

I started in the marketing team of an airline, working on brand-led talent campaigns, which gave me invaluable insight into how brands collaborate with talent. I then spent five years as a freelance talent agent in London, where I worked on high-profile campaigns with huge budgets and demanding talent and clients—a period that shaped my expertise and network.

After moving back to Australia, I somehow found myself launching two businesses, back to back —first, a luxury travel concierge, Benson Bespoke and by them., the boutique talent agency Nadine and I co-founded. 

Nadine Pike: 

My career has always been rooted in marketing, talent management, and digital innovation. After working in the UK and in marketing, I transitioned into fashion and talent management, taking on a role as a Model Booker in 2010.

Recognising the rise of social media monetisation, I launched a dedicated digital talent division in 2013, representing top names in the industry and helping shape the influencer landscape in Australia.

After 11 years in talent management, I was ready to take my expertise further, partnering with Lauren to launch by them. —a boutique agency redefining talent representation in the digital space.

What inspired you to start by them, and how did you identify the gap in the talent agency market that you aimed to fill?

Having both worked in the UK at different times in our careers where the industry had evolved rapidly, we saw a huge opportunity to bring our key learnings and insights from both Australia and overseas and build something that truly elevated talent beyond traditional representation—focusing on brand building, creative collaboration, and long-term cultural impact. Talent agencies in Australia were primarily subdivisions of major modeling houses, with no true boutique agencies dedicated to strategic, creative-first representation so we decided it was time to change this.

How have your individual strengths as co-founders complemented each other in building by them?

While Nadine and I have different skill sets and strengths, we share similar core values, which has been key to building by them. successfully. Our differences complement each other, allowing us to focus on the areas we thrive in, making our partnership naturally balanced.

I’m passionate about negotiation, problem-solving, leadership, and operations—handling everything from finance to staff training. Nadine, on the other hand, excels at relationship-building, networking, marketing and client servicing, making her the perfect front-facing counterpart.

Beyond work, we also lead very different lives with different priorities, and from the start, we respected and embraced that. It works because we lean into our strengths, trust each other’s expertise, and share a vision for what by them. should be.

Rachel Tee Tyler x YSL

by them. is described as more than just a talent agency—it’s a creative studio. How do you define your business model and differentiate it from traditional talent agencies?

By them. is built on a fundamentally different model from traditional talent agencies. While conventional agencies focus primarily on representation and deal-making, by them. . operates as both a talent agency and a creative studio— we don’t just manage careers; we build creative ecosystems where talent and brands collaborate on meaningful projects. Our model is rooted in co-creation, storytelling, and strategy. 

What social media platforms are your focus for 2025?

For 2025, by them. is focusing on platforms that drive deep engagement, storytelling, and cultural influence—rather than just reach. 

Substack’s growth aligns well with the demand for deeper storytelling and niche communities, while YouTube’s resurgence speaks to the power of video for education and connection.

What do you look for in the creators you represent, and how do you align their visions with those of the brands you work with?

At by them. we represent visionaries, not just creators. We look for talent who aren’t just following trends but shaping culture, driving conversations, and building something bigger than themselves.

Creators with a strong point of view, a clear voice, and a unique aesthetic or storytelling approach. Talent who see themselves as brands, founders, and storytellers, not just influencers.

Jasmine Dowling x LoveWant x Cartier

Can you share an example of a collaboration you’re particularly proud of and what made it successful?

There have been so many collaborations that we have been so proud of over the years so it is hard to pin just one but if we had to pick one it would be Jasmine Dowling’s trip with Cartier to Singapore. The reason why we felt this was so successful was because it celebrated her creativity skills and how she got recognised on a global platform and continues to do so now in the US.

What are the biggest misconceptions about the industry

A major misconception about the industry is that social media success is effortless, but behind every creator is years of hard work, strategy, and business management

Not only that, the amount of work happening behind the scenes, especially when managing large-scale projects. The process involves extensive negotiation, contract work, briefing calls, and constant client communication, which often goes unnoticed.

How do you gain awareness for your business?

Always thinking outside the box when it comes to marketing campaigns for our business. For our 2 year anniversary we created a Broadsheet Magazine to send to our clients to showcase our talent talking about their passions and insights for the creative digital industry moving forward. This campaign was a huge success which is still talked about today. We also felt it was important to create something that was visibly beautiful for our clients, hard copy and that would be kept on their desks to be front of mind when campaigns would come up for our talents. 

What are your aspirations for by them. in the coming years? Are there other types of artists you would represent or services you’re planning to explore?

Our vision for by them. is to continue evolving and expanding our roster as well as building by them.. as a full-fledged creative and strategic partner for talent and brands, working on campaigns, product development, and brand-building initiatives. 

Another strong goal for us is to focus on growing our presence internationally, ensuring by them. remains at the forefront across different markets.

Hermione Olivia - CEO Workshop