Brands are being given the chance to scale creator campaigns more efficiently and with greater control, with the launch of a new platform that it is claimed can help manage every stage of a campaign automatically, with full compliance and a complete audit trail.
“Multiple” is the brainchild of digital agency NewGen and has been built to address the growing complexity of influencer marketing, brings every stage of creator campaign execution into a single streamlined system.
It can match creators to briefs, manage outreach and approvals, publish content and track performance centrally, reducing the need for multiple systems and manual coordination.
Multiple replaces the fragmented approach of influencer marketing with a structured workflow and provides the option to automate key steps including creator sourcing, outreach, rate benchmarking and negotiation, contract generation with ASA and FTC compliance checks.
It can also standardise scheduling and reporting, so campaigns are executed consistently across markets and platforms. By capturing each step – from creator selection through to payment – the platform creates a clear audit trail, giving finance and procurement teams the visibility they need. It is claimed that, as a result, campaigns can go live up to ten times faster than manual workflows.
The platform includes an AI tool that connects with creator marketplaces to identify the most relevant creators, applying custom scoring based on factors such as brand safety, tone of voice, and niche alignment. This reduces the reliance on manual shortlisting and helps ensure creator selection is consistent and repeatable, rather than selective.
To align with how marketing teams operate, Multiple can be used in three ways: full automation for maximum speed and scale; a hybrid model where humans lead strategy while the platform handles operations; or a fully human-led approach for high-value or complex briefs. This flexibility allows brands to balance efficiency with control, depending on campaign complexity.
The launch comes at a time when AI in marketing is widely discussed but often short on measurable proof. Rather than positioning AI as a standalone solution, Multiple focuses on improving execution and enhancing human expertise, not replacing it. Its early use has already created results pointing to faster delivery and improved operational visibility.
NewGen chief executive Mike Craddock said: “We’ve spent years running creator campaigns for the world’s biggest brands and watched the same problems repeat. The tools were fragmented, the compliance was manual and the reporting came too late to act on. Nobody had fixed it end-to-end, so we did. Every brand we work with is under pressure to do more with less and to show the numbers. Multiple is how we help them do that.”
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