Welcome to another episode of the Kaffeen Authority Builder podcast! In this conversation, Charlotte Ellis Maldari sits down with Roberto Max Salas, co-founder of Young Hero, to explore the evolution of creator-led agencies, the showrunner model, and how nimble agencies can thrive in a rapidly changing industry.

Young Hero’s Origin Story

Roberto shares the beginnings of Young Hero, a creative agency he co-founded with Nick and Zoe. The trio brought together diverse backgrounds—copywriting, art direction, and experience in nimble agencies—to question the future of influencer marketing. Their vision was to move beyond transactional influencer campaigns and instead orchestrate strategic, long-term collaborations between brands, celebrities, and creators. This approach, rooted in storytelling, set Young Hero apart from the start.

From Influencer Gifting to Network Model

Initially, Young Hero represented a roster of creators, many from the music industry, and focused on connecting them with brands. However, Roberto explains that pitching creators to any brand felt unsustainable and inauthentic. The agency pivoted to a network model, curating creators for each brief based on shared values and storytelling potential. This shift allowed for more responsible, organic collaborations that embedded brands into creators’ communities in a natural way.

What Makes a Creator?

Roberto draws a clear distinction between “influencers” and “creators.” While influencers might simply promote products, creators are storytellers with strong points of view who engage their audiences through ongoing narratives. He highlights the importance of simplicity and accessibility in storytelling, referencing examples like data illustrator Mona Chalabi and The Economist’s editorial policy of writing for an eight-year-old’s reading level. For Roberto, the best creators can communicate complex ideas in ways that resonate widely.

The Showrunner Model Explained

One of the episode’s highlights is Roberto’s breakdown of the showrunner model—a framework borrowed from film and TV that structures brand storytelling over time. Drawing on Joseph Campbell’s Hero’s Journey, Dan Harmon’s Story Circle, and Seth Worley’s Story Clock, Young Hero applies these principles to brand campaigns. The model helps brands create long-term narratives, using creators at key moments to drive engagement and cultural relevance. Roberto cites Duolingo’s “death of Duo” campaign as a prime example of this approach in action.

Adapting to the In-House Shift

Charlotte and Roberto discuss the industry-wide shift towards in-house creative teams, accelerated by the pandemic and the “great resignation.” Roberto notes that many agency veterans have moved brand-side, making collaboration more seamless. Young Hero often supports in-house teams, offering an external perspective while working closely and without ego. The key, he says, is adaptability—being nimble, collaborative, and willing to pivot as client needs and cultural trends evolve.

Staying Nimble and Ego-Free

Roberto emphasises the importance of leaving egos at the door and fostering a collaborative spirit. He shares lessons from his time at R/GA, where the agency would reinvent its business model every nine years—a cycle that’s only accelerated in today’s fast-paced environment. For smaller agencies, he advises embracing change, learning from failure, and curating the right team for each challenge.

Building Young Hero’s Brand

Despite working with major brands like Ugg, Absolute, and Ro, Young Hero has grown primarily through networks and word of mouth. Roberto admits that updating the agency’s website and sharing their story has sometimes taken a back seat to client work. However, they’re now focusing more on branding, attending conferences, and sharing insights through their blog, The Bulletin, and on LinkedIn. He also highlights pro bono work for Latin brands and ongoing initiatives like Pride 365, which supports LGBTQ+ creators year-round.

Advice for Agencies and Creators

Roberto’s advice for agencies looking to adapt? Stay nimble, collaborate without ego, and focus on long-term storytelling. For brands, he encourages embracing creators as partners who can authentically embed brand values into their own narratives. And for everyone: don’t be afraid to pivot, experiment, and learn from failure.

Listen to the Full Episode

For the full conversation and even more insights, listen to The Creator-Led Agency Model with Roberto from Young Hero on Buzzsprout.