After decades of leading creative on global brands like Lexus, Cadillac, and The Ritz-Carlton at large holding company agencies we watched the business change. 

On the positive side of the scale, media fragmentation, digital tools, and social platforms meant creativity had to work even harder to earn the attention of audiences—as creatives, we loved that challenge—and AI is just as inspiring. 

But the change that was not welcome, was the bloat. If you’ve ever sat in a meeting with 14 agency people and left with no decision, you understand the problem.

Large agencies and holding companies quit the business of creativity and embraced the business of more—more people, more layers, more meetings, more complexity, more confusion, more conversations, more markups, and, of course, more billable hours. (We know you’ve already done this math.)

So, we built a new kind of agency, one we wanted to work at, that would give CMOs and brands what they’ve been desperately asking for from Big Ad.

Less “shareholder value.” More “Stakeholder value.”