The New Creator (and the Brand Creator Behind Them)

Joseph Perello, founder and CEO of Props, created his company to provide content for MULO (multi-location) and other brands that need credible ways to reach consumers. Many brands have invested in mass influencer or creator marketing, which may drive eyeballs and social media traffic but doesn’t always lead to sales.

The words “performance-driven” on Props’ website clearly signal Perello’s priorities.

We recently sat down with him to better understand Props’ mission and how the company differs from influencer agencies.

How did you arrive at the concept for Props?

“The concept for Props was born from a simple but profound observation: people trust people more than they trust brands or institutions. Traditional advertising and big corporate campaigns often fail because they lack the human touch that resonates with audiences. At the same time, creators—real people with expertise and relatable experiences—emerged as powerful, credible voices who could tell stories that audiences trust.

I saw an opportunity to bridge this gap. Leveraging my background in direct response marketing, I combined the principles of measurable outcomes with authentic storytelling. Props connects creator-driven content with the precision of paid media to deliver real business results, like leads and conversions. It’s a model that transforms distrust in brands into trust in people, using storytelling as the foundation.”

Why is it named Props?

“The name ‘Props’ embodies respect—a central tenet of everything we do. It reflects our commitment to honoring the key players in our ecosystem:

• Respect for Audiences: Who deserve to be educated, enlightened, or entertained with stories, not just ads.
• Respect for Creators: Who should benefit from their true talents and expertise, not merely their follower counts.
• Respect for Brands: Who deserve authentic content, peerless service, and measurable results.

Beyond the name, Props is about creating a culture of respect internally and externally. We’re dedicated to fostering a fun and fulfilling workplace, nurturing high-quality creators and their stories, and delivering unparalleled results that are clearly evident to our clients. This ethos is the foundation of Props, where every stakeholder is valued and celebrated.”

How do you differentiate your brand from other “content agencies”?

“At our core, Props combines the humanity and attraction of creator content with the precision and measurability of paid media. This foundational approach ensures we don’t just tell stories; we deliver real, tangible business outcomes.

• Performance Focus: Unlike traditional agencies, Props doesn’t stop at creating content. We combine creator storytelling with precision-targeted paid media to drive measurable results like conversions and leads​​.
• Owned Media Advantage: Props publishes creator content directly on clients’ websites, which consolidates the user journey and increases conversion efficiency​​.
• Authenticity at Scale: We curate creators based on talent and subject matter expertise rather than follower counts​.
• Creator Content for Every Level of the Funnel: Props tailors creator content to each stage of the customer journey—from trust-building stories at the top, to product-focused narratives in the middle, to conversion-driving endorsements at the bottom.
• Technology Integration: Our proprietary tools, like our AI Brand Safety tool Ollie, ensure compliance, optimize performance, and streamline the entire campaign lifecycle​​.

This unique blend of storytelling, strategy, and technology allows Props to stand out by fostering trust, enhancing engagement, and achieving results at every level of the marketing funnel.”

How do you attract creator talent?

“We prioritize quality over follower count. We look for creators with deep expertise—be it a nutritionist writing about health or a filmmaker crafting compelling narratives. Our A&R team (Artist & Repertoire) meticulously curates talent based on their skills, subject matter expertise, and ability to tell authentic, engaging stories. This ensures that every creator we work with delivers content that resonates with audiences and aligns with our clients’ goals.

By leveraging paid media, we’re freed from the follower trap,’ enabling us to focus on real talent and credibility rather than inflated follower counts. This approach ensures that our creators are selected for their ability to craft compelling stories, not for superficial metrics.

Additionally, the Ollie factor—our proprietary AI brand safety tool—further enhances the creator selection process. Ollie reviews a creator’s historical content to ensure alignment with brand values, compliance standards, and safety criteria, adding an extra layer of rigor to our selection process.

To foster trust and creative integrity, creators pitch their own story ideas, ensuring the content aligns with their unique voice and the client’s goals. This editorial-style collaboration, combined with our focus on quality and credibility, sets Props apart in attracting and nurturing the best talent in the industry.”

What were some of your most meaningful and influential career moments?

• “Serving as CMO of NYC during Mayor Bloomberg’s tenure: A city, much like a brand, has an identity, values, and a story to tell. This role was incredibly rewarding because it allowed me to contribute in a small but meaningful way to New York City’s recovery after 9/11. I worked to help rebuild trust, pride, and optimism in the city, crafting narratives that reminded people of New York’s resilience and unparalleled spirit.
• My time with the New York Yankees: Working for someone as demanding and visionary as George M. Steinbrenner III was both challenging and inspiring. He set incredibly high standards, teaching me the value of persistence, preparation, and excellence. It wasn’t just about winning—it was about maintaining a legacy of greatness, which instilled in me a deep understanding of how to lead under pressure and exceed expectations. And it was also about winning 🙂
• Starting and running an agency in New York: The challenge of being in the “project business,” where success hinges on consistently delivering high-quality work while navigating unpredictability, was a defining period of my career. It sparked a drive to create a scalable platform like Props, where creativity and strategy could merge seamlessly with measurable, repeatable outcomes.
• Founding Props: This has been the most transformative chapter of my career. Building Props has not only allowed me to merge storytelling with data-driven precision, but it has also given me the opportunity to attract and build a high-performing team. Watching them grow and develop, both personally and professionally, has been incredibly fulfilling—much like watching your own children mature and succeed. It’s a deeply rewarding experience that reinforces the importance of leadership, mentorship, and fostering a culture of excellence.”

Favorite highlights from Street Fight LIVE 2024?

“Street Fight LIVE has been an incredibly enriching experience, offering opportunities to connect with innovative thinkers in local and digital marketing. Some standout moments include:

• Learning about Meta AI: Gaining insights into the cutting-edge advancements in AI and how they are transforming marketing strategies across industries.
• Hearing from real business operators: Listening to their challenges and learning how they overcame them has been both inspiring and practical. Their stories provide invaluable perspectives on resilience and innovation.
• Seeing technology in action: Witnessing how new tools and platforms are solving real-world problems for businesses underscores the importance of staying ahead of the curve in a rapidly evolving industry.
• Sharing Props’ approach: Discussing how Props’ blend of authentic creator content and data-driven paid media impacts industries like finance, travel, and e-commerce was a rewarding opportunity to contribute to the broader conversation.
• Receiving insightful feedback: Engaging with peers and attendees has helped shape and refine future campaigns, ensuring Props continues to deliver exceptional results.

These experiences at Street Fight LIVE reinforce the importance of collaboration and staying deeply engaged with industry trends and challenges.”

What’s next for you and Props?

“The future for Props is all about growth, innovation, and making an even bigger impact:

• Expansion: We’re focused on deepening our footprint in key industries such as sustainable energy, banking, e-commerce, insurance, and consumer packaged goods (CPG). Each of these sectors presents unique opportunities to leverage our creator-driven, performance-focused model.
• Tech Innovation: Props is continuously enhancing Ollie, our proprietary AI brand safety tool, and integrating advanced AI capabilities into our platform. These advancements will make our campaigns even more predictive, adaptive, and efficient, ensuring clients achieve unparalleled results.
• Global Reach: Building on our success in North America, we’re expanding into new regions, particularly Europe and Asia. This global growth will enable us to bring our unique blend of creator content and measurable performance to an even broader audience.
  

As Props evolves, we remain committed to staying at the forefront of marketing innovation, helping brands connect with their audiences in authentic and impactful ways. The journey ahead is exciting, and we’re ready to redefine what’s possible in creator marketing.”

We expect Creator Marketing (and all its variations) to be a key topic at Street Fight LIVE 2025, happening in Los Angeles on September 18th, 2025. UGC (User-Generated Content) is here to stay and evolving as brand marketers look for ROI and attribution.