​Creative agencies are feeling left out as more and more brands go straight to online production houses in their quest to tap rising YouTube stars for promos and advertising.

Pet food company Freshpet is one of the latest brands to bypass the traditional creative agencies, enlisting ShareAbility to help them snag The Apparently Kid for branded content.

ShareAbility’s area of expertise is producing video for YouTube, giving them insight into that rapidly changing ecosystem that FreshPet felt it couldn’t get from the traditional partners.

Often the online production houses aren’t executing on broad campaigns, according to AdWeek. Instead they’re delivering on simple concepts that are meant to be highly shareable and serve as conversation starters on social media.

Read More: AdWeek

Brief Take: With YouTube developing its own star system, traditions, memes, and slang, online production houses are providing brands with the hyper focused expertise they may not be able to get from a traditional creative agency.

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