Interview with Amy Moore and Kirsten Cameron from The Agency: Unfiltered
In the fast-paced world of influencer marketing, few have navigated the industry's evolution as successfully as Amy and Kirsten, co-founders of Aquarius Creative. Founded in 2020 after conceiving the idea during a delayed flight, the pair turned their decade-long professional relationship and early influencer marketing experience into a thriving agency.
During our conversation, the duo shared insights into their complementary "sisterly" working dynamic, the challenges of entrepreneurship, and how the influencer landscape has transformed from free collaborations to a "billion-dollar industry." They also discussed 2025 trends toward UGC and authentic community building, plus offered a sneak peek at their upcoming third series of Agency Unfiltered featuring the new Aquarius Academy.
These busy bees are constantly on the move building their empire, so I’m incredibly grateful they carved out time in their packed schedules - enjoy the interview!
What inspired you both to transition from traditional marketing roles to founding your own agency, specifically in influencer marketing?
Amy: We were among the first to work in this industry. Back in 2017, we organised the UK's first influencer trip, paving the way for what influencer marketing has become today. So many people kept coming to us for advice, asking for help, and that’s when we came up with the idea for Aquarius. We actually came up with the idea on an airport runway during a delayed flight - and we’ve never looked back since.
Kirsten: Also, we’ve always loved networking. When Amy and I were just starting out, we would go to every event possible to build contacts. Through that, we formed strong relationships with influencers in our previous jobs, and many of them are still friends today. Some of them are absolutely flying now!
How would you describe your working relationship? What unique strengths does each of you bring to Aquarius Creative?
Amy: I’d say our working relationship is sisterly - we can bicker, but five minutes later, everything’s fine. We don’t take things to heart. People often assume we’re the same,but we’re actually quite different, with different strengths. I'm good at some things and Kirsten’s stronger at other things. We've got that good balance and we both have certain areas that we do look after more specifically.
Kirsten: Yeah, we’ve worked together for over ten years now, and we’ve never had a falling-out. That’s pretty rare, especially when running a business with a friend. We’re always honest with each other, and I think that’s key.
Amy:We nearly fell out this morning because I almost forgot our shoes, though!
What were some of the biggest challenges you faced when transitioning from yourroles at Quiz to starting your own agency?
Amy :One of the biggest challenges was learning how to manage staff while managing everything else. There’s no guidebook on setting up payroll, HR, and all the behind-the-scenes logistics - it’s something you just have to dive into and figure out as you go. That’s been a huge learning curve.
Kirsten: Another challenge is realising that no one will care about your business as much as you do. It’s easy to get frustrated when people don’t approach things the way you would, but you have to keep pushing forward and focusing on your own vision.
How has the influencer marketing landscape evolved since you first startedAquarius Creative in 2020?:
Kirsten :Massively! When we first started, we could take top influencers on trips without paying a penny. But if we were to take them now, it would cost an absolute fortune. Brands are paying a lot of money for the right influencers because it lets them tap right into their target market. I think it must be a billion-dollar industry now.
What are the biggest influencer marketing predictions for 2025 and beyond?
Amy: One major trend is the rise of UGC (user-generated content). Brands aren’t just hiring influencers to post on their own channels anymore; they want them to create content directly for the brand. It’s less about follower count and more about high-quality content.
Kirsten :Community building is another big trend. Brands are focusing on working with loyal customers, micro-influencers, or people who genuinely love their products. It’s not just about big names anymore - it’s about authentic engagement.
How do you stay on top of changing social media trends?
Kirsten: You have to be on it 24/7. We’re constantly scrolling through Instagram and TikTok, keeping an eye on new trends. That’s why so many businesses turn to us for social media management - it’s tough for business owners to stay on top of everything while running their companies.
Can you share any behind-the-scenes insights from filming that viewers might not be aware of?
Amy: People don’t realise how long it takes to film a scene. What you see as a one-minute clip on TV probably took four hours to shoot. Between setting up, multiple takes, and getting different angles, it’s a long process.Kirsten:Another thing is probably thatt he bonds we form during filming are really strong. We become so close to the crew and even the TikTokers who join us for the series. By the end, it’s actually sad knowing we won’t see them as often.
With the upcoming third series, what new elements or challenges can viewer expect?
Amy:S eries 3 introduces the Aquarius Academy, which runs from episodes one to six. We follow six TikTokers on their journey, each with their own unique style and
personality. You’ll see their highs and lows and how they grow throughout the process.
Kirsten:Beyond that, our existing influencers also go through their own challenges, whether it’s business projects or personal struggles. Plus, we’re introducing new talentf rom England this season, so there’s a fresh mix of faces alongside our original cast
Founder and Director @ Pretty
Little Marketer
