Winclap bets on creator ops with Brkaway acquisition
Learn how Winclap’s Brkaway deal changes creator management and influencer campaigns for marketers.
The creator economy is still booming, but it’s not all front-facing glitz. Behind the scenes, operational complexity is piling up for marketers trying to scale influencer programs across platforms and regions.
In a move that speaks directly to this challenge, Winclap—an AI-enabled growth transformation company active across Latin and North America—has acquired Brkaway, a North America-based platform built to simplify the messy back end of creator marketing.
This article unpacks the acquisition, what it tells us about the state of influencer operations, and what marketers should realistically expect from this new pairing.
Short on time?
Here’s a table of contents for quick access:
- Who are Winclap and Brkaway, and what’s the angle here?
- What this deal changes (and doesn’t) for creator marketers
- How brands can use a unified creator management stack
- Strategic takeaways for influencer ops teams
Who are Winclap and Brkaway, and what’s the angle here?
Winclap works with brands like Amazon, Coca-Cola, and Mercado Libre to scale user acquisition and retention using data, creative, and consulting services. It already had an established partnership with Brkaway, which started in 2021 to help marketers move past spreadsheets and scattered tools in managing creator campaigns.
With over 15,000 creators and US$5.6 million in creator revenue generated through its platform, Brkaway has become a behind-the-scenes enabler for complex campaigns, offering discovery, onboarding, content tracking, and payments in one system.
Now, with the acquisition formalized, Winclap is doubling down on infrastructure—aiming to expand Brkaway’s model across the Americas as part of a full-service growth stack.
What this deal changes (and doesn’t) for creator marketers
This isn’t a market-disrupting acquisition. It’s a signal that influencer marketing is hitting a scale problem, and more brands want reliable infrastructure to manage it.
Brkaway wasn’t built for flashy one-off brand deals. Its platform is optimized for managing volume and operational consistency across hundreds—or thousands—of creators.
Marketers can expect:
- Scalability: Winclap claims the deal enables brands to run campaigns with up to 5x more creators, reaching broader audience segments.
- Workflow clarity: Centralized onboarding, content approvals, and performance dashboards help reduce human bottlenecks.
- Data consistency: Unified reporting makes it easier to identify top-performing creators and tie their work back to campaign outcomes.
What it doesn’t do is fix creative fatigue, content quality, or audience trust issues. Those are still on the marketer to solve.
Patrecia Meliana
How brands can use a unified creator management stack
For teams running multi-creator campaigns across regions or languages, a system like Brkaway now plugged into Winclap’s broader offering—can help in a few key areas:
- Fewer tools, faster launches: Campaign setup, contracts, payments, and performance analytics in one place means less time toggling between platforms.
- Streamlined collaboration: In-house teams and agencies can align around the same creator data and content calendars.
- Better ROI tracking: With clearer performance insights, teams can optimize spend toward creators and formats that drive results.
It’s not about automation replacing humans. It’s about removing the operational drag so creative and strategic work can happen faster.
Strategic takeaways for influencer ops teams
This acquisition points to a few emerging priorities for marketers in the creator space:
- Scale is the new challenge
As brands shift from one-off deals to always-on creator programs, tools that support operational repeatability—not just discovery—are becoming essential. - Efficiency now rivals creativity
Teams that can launch faster, iterate smarter, and measure performance clearly will outperform flashier campaigns that break under complexity. - Consolidation is coming
Expect more M&A and integrations as martech and creator tools consolidate into broader growth platforms.
Final word
This isn’t a watershed moment for influencer marketing, but it is a meaningful step in how brands manage its complexity. With Brkaway folded into Winclap, marketers get a clearer path to scaling creator programs without drowning in admin work.
For teams focused on growth and looking to bring structure to the creative chaos, that’s a shift worth watching.
