What does it take to standout in the marketing world? Meet the 2024 trailblazing agency founders who are both dreamers and doers. They’re redefining content marketing and beyond with bold strategies and a fearless approach. They’re not just keeping up with trends, they’re setting them. And they do it brilliantly, with their agencies delivering cutting-edge campaigns that set new standards.
Discover unexpected ideas that sparked jaw-dropping campaigns, failures that turned into inspirational stories and get an inside look at what’s really hot in marketing right now.
What we’ve learned
So, we chatted with some of the sharpest minds in the agency world, and here’s the lowdown. One word that was on everybody’s lips is authenticity. From crafting genuine connections through campaigns, embracing ethical content creation, to being refreshingly transparent on social media, they stressed that being yourself is, in fact, the best strategy to promote your agency.
- This authenticity helps them cut through the noise and translate it into innovative campaigns. By turning to user-generated content and content creators, they’ve managed to forge fresh and lasting connections with audiences. Make this the year when we finally see the shift from overly polished, traditional content to more real-world interactions.
You know we love collaboration and loved even more that agencies are all about that. One not-so-secret secret is that they are not treating their clients as clients, but as partners in their growth journey. They’re there every step of the way – from brainstorming and planning to gaining insightful feedback and celebrating successes.
The crucial point here is to build the dynamics of the process very well.
When the client will participate, how much involvement is expected, and all responsibilities should be clearly defined.
Umut San @Pickle Social
But, as in everything, you’ve got to know your audience and what kind of collaboration works best for each client. Some might want to rely fully on your expertise, while in other cases, great things can only happen together.
One recurring theme that we’re dying to see unfold in the future was breaking those traditional approaches and moving towards immersive, multi-sensory experiences that engage customers on a deeper level. Sound, scent, tactile experiences, and augmented reality – boy, that sounds fun to see and experience. It gives you a nudge to think about how else you can do things.
Prioritization is key.
Kait Shiels @Spark Social Agency
They said it loud and clear. To ensure that your marketing efforts are both effective and efficient, one lesson learned and shared is that you have to know when to focus on those activities that provide the highest ROI in terms of brand growth and lead generation. You know you cannot do it all (and still keep your sanity), so analyze and analyze again. Then invest more in what works best to scale your agency.
Is anyone still surprised that AI was mentioned several times? Yep, that cool kid on the block still remains cool this year.
- With AI and data analytics at the forefront, agencies are trying to anticipate trends while working better and faster. They are scaling by investing in future-proof technologies and strategies to stay competitive. But there’s a catch, maybe more than ever: learn from AI and how to power up your work, then bring your human touch to make it (truly) true.
Working out what the world could look like in 6-12 months with AI powering it. And then… creating something so distinct from AI that it stands out for all the right reasons: being real, authentic, and more human than ever.
Graham Todd @Spaghetti Agency
But if there’s one key takeaway, please please let it be the push towards dynamic content strategies. The consensus was clear when asked about their successful strategies as a marketing agency: ditch the broad, impersonal targeting. Don’t just post content hoping the right audience will pick it. Craft segmented strategies that will reach the right audience exactly where they’re most engaged.
Curious about their stories? Dive into our exclusive interviews with top agency founders to uncover the behind the scenes of their success.
What sets them apart
How do you attract new clients and market your own agency, and how do you prioritize these activities?
We prioritize storytelling not just as a strategy but as the core of our brand, weaving our own experiences, successes, and learnings into compelling narratives that resonate with potential clients.
We also use a blend of inbound marketing tactics—content marketing, SEO, strategic social media use, and PR to not only increase visibility but to also demonstrate our expertise and show potential clients what it could be like working with us. This helps us connect with potential clients who are looking for more than just social marketing services—they are looking for long-term partners in growth.
We focus on activities that provide the highest ROI in terms of brand engagement and lead generation. We regularly analyze the performance of our tactics, allowing us to adjust our strategies dynamically and invest more in what works best.
Kait Shiels @Spark Social Agency
Events are a strong source.
Other events where we network and speak, alongside our own events. Coupled with strong social media and regular email marketing.
Graham Todd @Spaghetti Agency
Content marketing is a key tool for us, featuring insightful blog posts, case studies, and videos that not only display our knowledge but also attract potential clients seeking experienced partners in social media marketing.
Our pitching process is highly customized to meet specific client needs and by using a data-driven approach to prioritize our marketing activities, we ensure efficient resource allocation, focusing on strategies that deliver the best return on investment.
Diederik Chevalier @Somention
What makes your clients rave about your agency? What do you do differently?
Specializing exclusively in social media allows us to master our craft, and our clients rave about the quality of our work, and how we do it. With a focus on building strong relationships and providing unmatched service, we ensure our clients feel supported every step of the way.
Katee Duarte @Duarte Group
We operate in a space of sustainability and social impact, and therefore our values match the values of our clients. We believe in the same cause as our partners – the low of give and take, cooperation, and that businesses should think beyond only profit. And, we are very creative 🙂
Masha Nikitina @Bolder Agency
Conceptory is a mix of concept + story. The agency has its own creative matrix to create concepts for brands. We analyze 3 insights (market, consumption, digital) and invent a name that can be amplified on social media and 360°.
We are more than a simple social media agency; we love stories, build the branding of companies, and know how to engage communities.
Michael Illouz @Conceptory
How they break the mold
Can you share the story behind one of your most successful or innovative marketing campaigns?
Perhaps our most successful campaign of recent years has been the work we’ve done for UICC (Union for International Cancer Control) for which we have won several awards.
Our campaign was celebrated for its innovative use of video strategy, which the judges described as “exceptionally clever.” By integrating creativity uniquely and effectively, we crafted a campaign that not only captivated audiences but also drove substantial engagement and support for a vital cause.
One of the key challenges we faced was operating within strict budget constraints. However, this limitation only fuelled our creativity, pushing us to think outside the box and maximise every resource at our disposal.
Alex Bodini @Spin
When I quickly think about a few successful campaigns, the most important common factor is understanding the target audience.
Just having a demographic profile on paper with 4-5 details is never enough. Therefore, in every campaign, I try to create personas based on real people I know. For one campaign, it could be my mom, while for another, it might be my friend who is discovering her new life with her baby. Is the idea I come up with truly important for that person’s life? If I can answer yes to this question, then I dive into the details. In the most successful campaigns I’ve created, the main story perfectly matched the persona and their needs.
Umut San @Pickle Social
What is the most unconventional marketing tactic you’ve ever tried?
As an agency, we firmly believe in the power of and always-on influencer strategy. Brands who have opted for always-on, creator or influencer programs instead of more traditional one-off celebrity social campaigns have been reaping the benefits of positive lift in product discovery, credibility, and trust across social media platforms.
We took this approach with one of our enterprise clients and through our always-on program that we developed, they saw a 10x return on their investment. By having brand ambassadors consistently pushing their product, this was their most successful launch to date which continues to exceed expectations.
Mat Micheli and Joe Gagliese @Viral Nation
Putting ourselves out there on social media in the most genuine (sometimes unflattering) and realistic way possible.
Lynzee Krohne @Leo and Laine
Running a successful agency for years without a big brand launch. Instead, we focused on delivering top-notch results, never shying away from pursuing dream opportunities and ideal clients. We believed our work would speak for itself – and it did! Now, after much anticipation, we’re thrilled to finally launch our official branding, which we believe was truly worth the wait.
Katee Duarte @Duarte Group
What is your favorite failure, the one that taught you the most or led to something unexpectedly positive?
One of my favorite failures occurred early in our agency’s history when we took on a large project that was slightly out of our depth at the time. We were ambitious and eager to prove ourselves, but despite our best efforts, the project encountered numerous challenges.
It was a tough moment for the team and for me personally. However, this experience became a crucial turning point for us. It taught us the importance of realistic scaling and deepened our understanding of our core competencies.
As we worked hard to recover the project, it also reinforced the cohesion and resilience of our team. We learned to handle adversity together and support each other through challenges while looking for a creative solution, which has made our agency stronger and more adaptable.
Kait Shiels @Spark Social Agency
In order to build the best team possible, you have to hire teams who won’t be with you forever but are key to the growth of your business at the time. Hiring the “wrong” team members has always lead to hiring the best team we have.
Olly Fawcett @303 London
That’s a long story but this is the summary: Once, I was the owner of Chevalier, a family business started by my great-grandfather. Looking back on the history of our family printing business, I can’t help but marvel at the resilience needed to overcome the many setbacks we faced. The bombings in May 1940, the flood disaster in 1953, and yet we managed to recover each time. However, when the digital revolution took over our sector, I felt for the first time that the battle might be too great.
It was during a meeting with our client Mazda that I realized the era of traditional printing, in which our print shop had thrived for decades, was definitively over. The demand for digital campaigns replaced the need for physical brochures, thus beginning the decline of something my family had built up over generations. It was not an easy period.
The decision to file for bankruptcy in May 2011 was heartbreaking. Laying off our fifty employees, some of whom had spent their entire lives with us, felt like the end of an era. My father and I cried together over the loss, but ultimately, he gave me his unconditional support, which provided me with tremendous relief and strength.
After the bankruptcy, I took time for myself. I cycled a lot and tried not to think too much about the future. That summer ultimately brought me peace and also a sense of liberation. It was clear that it was time for a new chapter. That new chapter began with Somention, a social media company that perfectly aligned with the modern market needs. Despite the early challenges and ongoing pressure, I knew I had to start over. Now, years later, with as many employees as the print shop once had, I feel reconnected to the family tradition of pioneering and innovating, even though the medium has changed.
Diederik Chevalier @Somention
How they mastered it
How much do you involve your clients in the content you produce? Brainstorming, content, feedback, approvals?
All of the above! We promise extremely collaborative partnerships to our clients, stating upfront that we are not order takers that you simply outsource to. We allow them to be involved as much or as little as their schedule allows.
Lynzee Krohne @Leo and Laine
This might seem like a tricky question!
Jokes aside, involving the client in the creative process greatly contributes to producing effective results. The crucial point here is to build the dynamics of the process very well. When the client will participate, how much involvement is expected, and all responsibilities should be clearly defined. Otherwise, while expecting a good result, the opposite can happen.
Umut San @Pickle Social
The truth is, it depends. Some clients are coming to an agency as they expressly want an outside viewpoint. They choose us as they are tired of circular internal conversations and ‘too many cooks’ since everyone has an opinion on social.
For others, they want to feel like partners and we need to really understand what they want but also what is feasible. So we have two ways – the “let us knock your socks off” way or the “let’s work together to make magic way”. Both can work exceptionally well.
Alex Bodini @Spin
What sparks ideas
What is the most interesting discovery you made in 2024, and how has it impacted your approach to marketing?
Watching how many businesses think they need more marketing to make more sales. A lot of the time, it’s a lot deeper than that. There are so many variables like customer experience or brand alignment. We have decided 2024 is the year of investigating and setting intentional foundations for business.
Hollie Hoadley @Creative Solutions
For me, UGC and using content creators are the real move of 2024. We can create with them; it’s a new snackcontent approach with talents.
Michael Illouz @Conceptory
The launch of Canada’s First Code of Ethics for Content Creators. We take our role as an industry leader seriously. This initiative is not merely a set of guidelines, but a movement towards a more transparent, ethical, and eco-conscious influencer marketing landscape (more than 300 content creators in Canada have already signed up). A revolution is brewing in our industry.
Nicolas Bon @Clark Influence
Engaging with consumers at multiple digital touch points has become essential in today’s competitive market. Brands are now harnessing the power of immersive experiences to stand out and create lasting impressions. This multifaceted approach ensures that interactions are not only impactful but also resonate on a personal level, ultimately driving loyalty and growth in an increasingly digital landscape.
Mat Micheli and Joe Gagliese @Viral Nation
The audience response to the growth of TikTok shop has been incredible to see. The fact that audiences are happy to complete purchases through the app is a massive step forward to the future of social brand purchasing. This has changed the way we are thinking about TikTok, and how wide organic reach can now lead to an increase in purchases directly.
Olly Fawcett @303 London
What is the most unexpected place or situation where you’ve found inspiration for your work?
We find inspiration everywhere! Our recent rebrand for our own agency was first inspired by changing interior design trends which feature all things bold and bright. We find inspiration from other social media accounts, artists, the coffee shop down the street, and even Netflix’s latest release. Inspiration is everywhere if you look hard enough.
Chelsea Scott Flower @Scott Social
One of the most surprising situations that sparked creativity was during a visit to a mushroom farm run by a biohacker client of ours. This client had developed a new type of mushroom with nootropic properties, and seeing the passion and innovation behind their work was truly inspiring. It reminded us of the importance of thinking outside the box and exploring unconventional avenues to create something truly remarkable.
Jonathan Sankey @CUT THRU
I have spent many years building strong relationships with like-minded agency owners who I consider to be competitor colleagues. We all have our different strengths and bring something unique to the table so there is more than enough work to go around. Just knowing that our fun group can share insights and challenges where we all help each other see different perspectives has made a huge impact on me personally as well as my business.
Hollie Hoadley @Creative Solutions
What is a resource you loved so much you saved it, and shared it everywhere (a podcast episode, a specific article, a book)?
One that I loved when I first read it and then loved even more when I read it again recently is ‘How Brands Grow’ by Byron Sharp. Amongst all the noise and opinions on social media, you can’t beat proper wisdom grounded in data.
Alex Bodini @Spin
I am a true book person. Although I regularly keep up with digital resources for my work, I find my personal development happens more when I read books and take notes. Additionally, a few days of workshops can be very effective. Recently, I found a workshop on creative agency management that I plan to attend.
Umut San @Pickle Social
What’s the latest buzz according to them
What should marketing agencies start doing in 2024?
Embracing AI like their life depends on it.
Working out what the world could look like in 6-12 months with AI powering it. And then… creating something so distinct from AI that it stands out for all the right reasons: being real, authentic, and more human than ever.
Graham Todd @Spaghetti Agency
Successful brands in 2024 will need to go beyond traditional branding elements like logos and websites. They should craft immersive, multi-sensory experiences that engage customers on a deeper level. This could involve incorporating elements like sound, scent, and tactile experiences into the brand identity, as well as leveraging emerging technologies like virtual and augmented reality.
Jonathan Sankey @CUT THRU
In the fast-paced world of marketing in 2024, it’s crucial for agencies to rewrite the playbook, embracing authenticity and flexibility. The only constant is change; agencies must be adaptable and ready to pivot.
We also need to start putting our team’s well-being first. This means prioritizing mental health, encouraging digital breaks, and getting a deeper understanding of what motivates our teams in their work environment. By nurturing a supportive and inclusive workplace, we can successfully avoid marketing agency stereotypes and work to change the narrative.
Katee Duarte @Duarte Group
Marketing agencies should start embracing truly personalized, dynamic content strategies that prioritize the unique preferences and behaviors of individual consumers. It’s about moving beyond broad demographic targets to micro-segmentation and predictive analytics.
On social media, this means deploying a comprehensive strategy that utilizes varied content forms and messaging pillars to engage users at different stages of the funnel, then customizing and optimizing that content across multiple channels to reach audiences where they’re most engaged.
Kait Shiels @Spark Social Agency
Support startups with brilliant impactful ideas 🙂
Masha Nikitina @Bolder Agency
Start using employing generative AI to produce innovative and engaging content. To connect with the younger generation, who favors digital platforms, agencies must prioritize social media channels, influencer collaborations, and immersive experiences like AR and VR. The content should be authentic, as younger audiences value transparency and sincerity.
Additionally, marketing campaigns should be mobile-first, visually appealing, and interactive to capture the attention of this demographic. Moreover, sustainability and social responsibility are increasingly important to younger consumers. Agencies should ensure that their strategies not only resonate with these values but also reflect a genuine commitment to making a positive impact. By aligning their efforts with the interests and values of younger audiences and harnessing the capabilities of AI, marketing agencies can deliver compelling, relevant, and effective campaigns in 2024 and beyond.
Diederik Chevalier @Somention
Marketing agencies should plant the seeds NOW. I understand, it’s easy to find yourself caught up in client work. Does the phrase “the shoemaker has no shoes” sound familiar?
Make time to invest in your own pipeline, start planting seeds today, and give yourself the opportunity to benefit from your own marketing results in the future. We know exactly what to do, we do it for your clients every day! It’s a matter of commitment.
Chelsea Scott Flower @Scott Social
Performance Marketer @Planable | 3+ years in digital marketing, paid ads, and social media. I love approaching every project from an artistic angle and adding just a dash of creativity to make it not only impactful but also *pretty*.
