After 14 years connecting brands with content creators and three years of technological development, InHouse Smart Communication presents Smart Creators, its own platform designed to transform the way brands and creative talent collaborate.
The new tool is born under a Human First philosophy, placing people at the center of the strategy and combining the experience of a specialized team with proprietary technology capable of identifying affinities between brands and creators, from strategic fit to emotional connection.
In Smart Creators, technology functions as an ally at the service of human judgment: it helps detect opportunities and relevant connections, but the final decision continues to depend on the experience, sensitivity, and strategic vision of the team.
A new generation of collaborations based on authenticity and trust
The launch of Smart Creators responds to one of the major current challenges of influence marketing: building collaborations that are perceived as authentic and capable of generating real trust among communities.
According to Nielsen's 2025 study, 92% of consumers consider recommendations from content creators and real people to be the most credible source of information about brands. Furthermore, among those under 34, 67% trust creators more than search engines like Google to discover products, services, or new brands.
In a context where credibility has become one of the main communication assets, Smart Creators is born to facilitate connections between brands and profiles that share values, interests, and a common narrative.
“Influence is no longer built solely on reach, but on the ability to generate relevant conversations and trusting relationships. Smart Creators is born to respond to this evolution of the sector: connecting talent and brands through authenticity,” explain those from InHouse Smart Communication.
A platform created from experience in UGC and influencer marketing
Smart Creators is the natural evolution of the work developed over years by the agency alongside national and international brands in influence strategies and user-generated content (UGC).
The platform allows brands to share their campaigns with a community of creators and specialized profiles, facilitating the discovery of new talents and the creation of content aligned with the objectives of each project.
With consolidated experience in the development of UGC campaigns, InHouse Smart Communication has demonstrated that authentic collaborations not only generate conversation, but also measurable results for brands.
The tool is designed for companies looking to go beyond imposing messages: brands that want to activate useful, credible, and connected conversations with their communities.
An ecosystem that connects brands and creative talent
Smart Creators functions as a meeting point between brands and creators, offering the latter new opportunities to participate in campaigns, manage collaborations, and develop content from their own identity and style.
The platform is open to diverse profiles: digital creators, artists, journalists, specialized professionals, experts, and people with their own community capable of bringing a unique perspective to each project.
For brands, Smart Creators offers access to a community of selected profiles aligned with the values of each campaign, facilitating more agile, transparent, and personalized processes.
The experience is completed with an intuitive system that allows for quick registration, defined briefings, and centralized management of communication, deliverables, and tracking of each collaboration.
More than 3,000 subscribers and a growing community
Smart Creators was officially presented on May 20 during the InHouse Smart Communication Open Day, an edition that for the first time included a day specially dedicated to content creators and profiles specialized in UGC.
The event brought together more than 150 creators, who were able to get a first look at the platform and become part of a community that, just weeks after its launch, already exceeds 3,000 subscribers.
As part of this expansion, on July 7, InHouse Smart Communication held an exclusive meeting that brought together brands, creators, and industry leaders to share ideas, generate connections, and explore future collaborations.
The event was attended by personalities such as Eugenia Martínez de Irujo, Carla Hinojosa, Marina Rivers and Inés Lorenzo, director of Vogue Spain, in an evening conceived by Misterpiro and Valentina Améstica as a space to inspire, connect and discover new talents.
A gathering that reflects the essence of Smart Creators: creating spaces where conversations that deserve to happen find the right moment to do so.
The support of brands
For Sarah Cohen, Senior Marketing Manager Europe at KENDO BRANDS (Fenty Beauty, Fenty Skin, Fenty Hair and Ole Henriksen):
“What we value most about InHouse Smart Communication is their responsiveness, agility, and the creativity with which they approach each project. They always bring fresh ideas, strategic recommendations, and a deeply involved team, which has allowed us to build a relationship based on trust, collaboration, and mutual respect. For Fenty, being part of Creators has been a very natural decision. As a brand born in the digital age, content creators are part of our DNA, and we believe in the power of creativity and innovation to connect with our communities. This project allows us to continue strengthening our relationship with our partners, explore new forms of collaboration, and be even closer to our consumers. Furthermore, we fully trust InHouse's vision, so supporting this initiative was an obvious choice for us.”
With Smart Creators, InHouse Smart Communication consolidates its commitment to a new era of influence marketing: one in which technology, creativity, and human judgment work together to build more relevant relationships between brands, creators, and communities.