AMALGAMATED

YEARS

LEADERSHIP

In 2003, with no experience, no reputation, no clients, and no money - I decided to start my own agency with new business director, Charles Rosen, and cultural branding strategist, Doug Cameron.

Our vision was to create the first modern agency for the digital age. One that was full-service and fully integrated not divided by traditional or digital disciplines. Something that didn't exist yet in the agency world.

We also wanted to reinvent the "creative team" for this new modern agency. No longer just a writer and an art director working together, but an amalgamation of a creative thinker, designer, strategist, and business intelligence working together collaboratively to come up with big breakthrough ideas.

So, naturally, we named the agency Amalgamated.

Amalgamated became one of the fastest-growing, most awarded and talked about agencies of the decade. We were named "Small Agency" to watch several times, and one of the agency's "most likely to be the next CPB" (Which was a reasonably massive thing back then).

CULTURE

Amalgamated was more than an agency, it was a family band (if that family band only played loud heavy alt-rock punk speed metal).

We wanted to change the world. We wanted to change the way agencies worked. We believed in what we were building, and we lived it every day. Our Cultural Branding strategic discipline is still the most potent approach to brand storytelling. Our media-agnostic approach is considered "best practices" today. Even our integrated creative collaborative team structure has become the model for how a modern agency should work.