From creator fit to campaign impact.
IRG connects creator access, campaign operations and performance learning in one operating model.
For travel, hospitality and lifestyle brands, the work starts with context: who needs to care, what makes the experience distinctive and what the campaign needs to achieve. We turn that context into creator decisions, coordinated delivery and a useful next step.
Three connected capabilities.
The right shortlist starts before outreach.
Audience, setting, creative approach and brand suitability are considered together. Reach is only one part of the decision.
IRG turns the brief into selection criteria and records why each creator belongs on the shortlist.
Your contribution
Business priorities, audience context, brand guidance and any non-negotiable requirements.
What you receive
A considered shortlist with a clear rationale, relevant context and questions to resolve before outreach.
01
Audience fit
Who the creator reaches and why that audience matters to this brief.
02
Brand suitability
The tone, context and content that support a credible relationship.
03
Creative opportunity
How the creator could interpret the experience in their own format.
Good work needs a clear path to delivery.
The creative idea is only the beginning. Someone needs to connect the brief, the feedback and the final output.
Every handoff accounted for.
Keep the brief, creator coordination, feedback and delivery record connected. Clear ownership makes the next handoff visible.
Your contribution
An agreed decision-maker, consolidated brand feedback and the information needed to approve the work.
What you receive
A campaign plan, clear decision points and an organised record of approved deliverables.
01
Brief
Translate the objective into usable creative direction and agreed requirements.
02
Coordinate
Keep creators, stakeholders and practical dependencies aligned.
03
Approve
Make feedback specific, gather decisions and confirm what can move forward.
04
Deliver
Track the agreed outputs and maintain a clear delivery record.
Reporting should change the next decision.
Read the evidence against the objective. Explain what to repeat, what to change and what needs another test.
Your contribution
The agreed objective, available platform or business context, and the questions the next campaign needs to answer.
What you receive
A performance review with observations, limitations and recommendations for the next brief.
01
Observe
Gather the available content and campaign signals. Identify what happened and where evidence is incomplete.
02
Interpret
Consider creator fit, format, timing and market context. Separate what the evidence shows from possible explanations.
03
Apply
Recommend what to retain, refine or test next. Carry that rationale into the next creator selection and brief.
A useful record of the work.
The brief
Objective, audience, creative direction and agreed requirements.
The shortlist
Creator recommendations and the reasoning behind the selection.
The campaign plan
Responsibilities, dependencies and the path through approval.
The delivery record
Agreed outputs and the decisions that brought them to completion.
The performance review
Available evidence, useful observations and recommendations to carry forward.
