The world doesn't need another agency. So we didn't build another one.
Dividing the agency world into ‘creative’ and ‘media’ firms doesn’t solve this – especially in the digital scheme of things.
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WHY we exist
1 belief on WHY we exist, written by Mahesh Murthy.
The world has plenty of agencies. It does not have many firms willing to be paid only when the client grows. That difference is not a pricing detail. It changes what work gets proposed, what gets measured, and who takes the call when a campaign underperforms.
A retainer agency earns the same in a good month and a bad one. We don't. That single fact removes most of the arguments that fill agency conference rooms: about scope, about billable hours, about whether the brand film needs a longer edit. If it doesn't move the client's revenue, we are spending our own money on it.
These essays explain why we built the firm this way, and why we think the standard model deserves to be replaced.
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