Three years ago, Pollinate wasn't sure of its future. The seven-year-old Portland, Ore., agency didn't differ from other boutiques and needed a change, said account executive Levi Patterson.
That's when managers decided to refocus on creating "brand fanatics" out of regular consumers in hopes of becoming a "fully integrated" agency, he said. One of the ways it's doing that is creating customization platforms for brands including Wilson Sporting Goods, Sur La Table and Leatherman Tool Group.
"It's not as sterile of an environment, and customization is very intimate to the brand -- and we're getting great success out of it," Mr. Patterson said.