CHANGE MAKERS: Any brand or mega-retailer that regularly books models for commercial and social media shoots knows what a mass of confusion it can be, with crisscrossing emails and texts, missed and mixed messages. Change, a new, neutral booking platform, is aiming to streamline and clarify the process — and make it a lot less frustrating for brands, retailers and the modeling agencies.

Change bills itself as a “neutral, cross-agency” platform that allows brands to manage communications and bookings from multiple talent agencies in real time. It is launching first in the U.S., with Elite Models USA, Ford Models, Select Model Management and Marilyn Agency Paris. A European rollout is planned for early 2026.

Nicola Scagnolari, cofounder and chief executive officer of Change, said brands’ production volume has increased more than tenfold in the last decade, due to AI accelerating workflows. By contrast, he said, the process for bookings has barely changed.

The new platform wants to make life easier by allowing brands and agencies to communicate speedily and keep a clear track of bookings and shoots.

Scagnolari argued that Change will help make high-volume production — for websites and e-commerce — easier for brands and agencies alike. “Agencies want to stay independent — ultimately they are competitors — but they also recognize that brands need a connected infrastructure.”

Claudia Wagner, cofounder of Change, said: “This is about giving brands and creatives the infrastructure they need for today’s content economy,” adding that the ultimate purpose is to make collaboration “faster, more transparent and more human — while keeping creativity, not process, at the center.”

Brands can use the platform to send one brief to multiple agencies; check models’ availability, and shortlist and share options. The process is confidential, with no cross-agency exposure of client or talent information. Change argues that brands, retailers and agencies will ultimately reduce time wasted in admin and alignment.

Sergio Leccese, chief operating officer of Elite Models USA, said such a platform has been a long time coming. “Production timelines are increasingly compressed. Change gives us the clarity and response speed that today’s brands expect. It’s a competitive advantage for agencies across the board.”