In 2022, Collins also reevaluated its revenue mix—it piloted a new model it calls an “impact level agreement” that includes what it calls “recurring monthly payments for serial transformation work.” The agency said this helps clients with flexibility and adds incentives—it also helps create a more predictable cost structure for brands, which are also free to cancel the agreement anytime without penalty. Such agreements contributed to more than a quarter of Collins’ revenue last year.
Another chunk of revenue—about 16%—came from Collins’ “Resilient Futures” pilot, in which the agency works with companies that specifically incorporate the United Nations’ sustainable development goals. Collins works with Applegreen on energy transition and Square Roots on regenerative farming, for example.
The agency recently reorganized its expertise into five practice areas—strategic planning, business transformation, brand transformation, change management and go-to-market design.
“Though we changed our positioning in 2022, becoming a transformation consultancy, our maniacal obsession remains the same: shipping incredible design at incredible scale,” Co-Founder and Chief Creative Officer Brian Collins wrote in an email.
See all the winners of Ad Age's 2023 A-List Awards here.