If you're planning an influencer or celebrity partnership in Ireland, you'll almost certainly go through a talent agency — that's who represents the country's best-known creators and negotiates on their behalf. This guide lists the main players and gives honest, market-level indications of what partnerships cost.

Scope note: this is the reach side of creator marketing — agencies representing established creators with audiences. If what you actually need is native, phone-shot content from small creators and real product users to run as paid social ads, that's UGC, a different discipline with different (much lower) pricing — see our comparison of the top UGC agencies in Ireland and our breakdown of what UGC costs in Ireland.

The agencies

Versify — an independent full-service Dublin agency founded in 2017 by PR consultant Aoife Horgan and brand marketing director Debbie McCarthy. Versify manages some of Ireland's most recognisable content creators and combines talent management with PR, social strategy, sponsorship and event production, with deep roots in beauty and lifestyle.

Matchstick — a Dublin talent management and influencer marketing agency, the Irish arm co-founded by Vogue Williams and Max Parker. Matchstick puts creator wellbeing front and centre ("people before profit") and donates a share of annual profits to the mental health charity Joe's Buddy Line.

The Collaborations Agency — a Dublin talent and influencer agency with a deliberately diverse roster of 80+ creators spanning comedy, food, parenting, fashion, sport, presenting and podcasting — known among brand-side marketers for an easy-to-brief roster, strong relationship management and clear campaign reporting.

ICON Management — a long-running influencer marketing agency based in Mullingar, representing many of the biggest names in Irish beauty and lifestyle, with a quality-over-quantity roster and end-to-end campaign management from strategy through to measurement.

The AR Agency — founded by Andrea Roche in Dublin in 2013 and billed as Ireland's first and largest influencer talent agency, with a roster of 150+ talent spanning presenters, models and creators.

23 The Agency — a boutique Dublin influencer marketing and talent agency running 360° campaigns across PR, social, retail and events for some of Ireland's best-known creators.

The Collective Agency — a Dublin influencer management agency founded by Tara Moriarty, representing Irish TikTok, Instagram and YouTube creators.

NK Management — a Dublin talent and management agency representing Irish broadcasters and creators, useful when a campaign calls for established media faces as much as social reach.

Beyond these, the landscape includes Marvel The Agency (a boutique talent agency founded by Alan Cawley), The Millar Agency (leading Irish creators and presenters), Outset (an integrated Dublin agency with a talent-management arm), Fetch Ireland (a Belfast-based network connecting brands with micro-influencers across the island), Mini Media (a Galway agency running influencer campaigns through its Irish Blogger Agency network) and VAVA Influence (Northern Ireland's first dedicated influencer marketing agency, est. 2020). For the fullest picture — including who each agency represents — influencer.ie's agency index maintains a running directory of Irish influencer, talent and creator-management agencies.

What influencer and talent engagements cost in Ireland

The figures below are indicative market ranges for the Irish market, not the rates of any agency or individual listed above — every deal depends on the person, the usage, the exclusivity and the brief. Directionally:

Nano/micro (5k–50k followers): €150–€700 per post — engaged niche audiences with genuine local trust

Mid-tier (50k–250k): €500–€2,000+ per campaign — meaningful reach with retained authenticity

Macro (250k+): €2,000–€10,000+ per campaign — awareness at scale; launch and retail moments

Celebrity partnerships: €25,000 to well into six figures — mass awareness, PR coverage, credibility transfer

What moves these numbers: paid usage rights (running the content as ads typically adds 20–50%+ to the base fee — see our guide to usage rights and what they cost); exclusivity (locking talent out of competitor work carries a premium); ambassadorships (multi-month retainers cost more in total but less per deliverable); and the deliverable stack (a Story costs less than a Reel; a Reel less than a content bundle with an event appearance). Agency management fees are typically built into the quoted rate.

How influencer engagements differ from UGC

The two get lumped together as "creator marketing," but you're buying fundamentally different things — and the differences run through every part of the engagement:

What you're paying for. Influencer and talent deals price the audience: reach, trust and association with a known face. UGC prices the content: native, phone-shot video made for the brand to use, where the creator's follower count is largely irrelevant.

Where the content lives. Influencer content publishes to the talent's own channels — it's their post, their voice, their feed. UGC typically never appears on the creator's account at all; it goes straight into your ad account as paid social creative.

Creative control. Talent engagements are collaborative by necessity — reputable agencies protect their creators' voice, and rightly so. UGC is briefed, scripted and revisable: you control the hook, the claims and the edit.

Cost structure. A single mid-tier influencer campaign (€500–€2,000+) buys one moment of reach. The same budget buys a full UGC test — three creators, nine videos, 12–15 ad variations. Irish UGC runs €50–€175 per video; the full benchmarks are in what UGC costs in Ireland.

Measurement. Influencer campaigns are measured in reach, engagement and promo-code redemptions — attribution is real but fuzzy. UGC lives inside Meta and TikTok ads campaigns, judged directly on CPA and ROAS in Ads Manager.

How they scale. Influencer spend scales through bigger names and bigger fees. UGC scales through volume: more creators, more concepts, more hooks tested — which happens to be exactly what the ad platforms' algorithms reward.

Where each fits in the marketing mix

Neither is "better" — they do different jobs, and the honest way to budget is to name the job first.

Choose influencer and talent partnerships when the goal is broad awareness: a launch moment, a retail listing that needs supporting noise, credibility transfer into a community you can't reach, or a brand-building association with a known face. That's what reach is for, and the agencies above are who to call.

Choose UGC when the goal is paid advertising performance. If the campaign will be judged on cost per acquisition and return on ad spend — new customers through Meta and TikTok — then reach isn't the constraint; creative volume is. UGC exists to feed that machine: always-on, testable, judged in Ads Manager, at a cost per asset that makes iteration affordable.

And for many Irish brands the right answer is both in the same mix: influencer moments for awareness spikes, UGC as the always-on acquisition engine underneath — with the smartest crossover being negotiated paid usage rights on influencer content, so a great talent post gets a second life as a partnership ad instead of dying in Stories after 24 hours. The full framework is in UGC vs influencer marketing in Ireland, and our comparison of the top UGC agencies in Ireland covers who to talk to on the UGC side.

Compliance, briefly

Whoever you partner with, Irish disclosure rules apply: content posted under any commercial relationship — paid or gifted — must be clearly disclosed under guidance from Ireland's Advertising Standards Authority and the CCPC. Reputable agencies handle this as standard; it should be in every contract regardless.

If performance is the focus, start with the numbers

Our free Irish UGC Playbook for Brands includes the full Irish creator pricing benchmarks, the influencer-vs-UGC decision framework, contracts and usage rights checklists, and the 9 video concepts that convert — 35 pages, no charge.

Download the Irish UGC Playbook for Brands →

And if UGC fits the brief, the UGC Brief Builder gives you an instant price for a fully managed Stacks campaign.

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