How Opinionated managed a growth spurt in 2024

As Opinionated will tell you, 2024 was the year the agency came of age. For the first time in its 7-year history, agency-of-record clients accounted for the majority of revenue. Opinionated also converted 67% of potential new business revenue opportunities, signed two of the agency’s biggest AOR accounts and did not lose any clients. The agency forecast revenue to grow 55% to $25 million in 2024. The agency also doubled its headcount and actively worked to improve its diversity. While pitching for AOR for Panda Express, fewer than 5% of agency staff identified as Asian or Pacific Islander. Opinionated brought in TDW & Co. to be part of the pitch and continued the relationship. Opinionated is now 18% AAPI and is adding a diversity internship program by joining BLAC (Black Leaders and Creators). See all of Ad Age’s 2025 Agency A-List winners here Last year, Opinionated started its “mini-agency” structure, giving each of its brands a senior account manager, strategic head and creative lead, regardless of the client’s size. Impressed with Opinionated’s project work, Dick’s Sporting Goods named the shop AOR for the retailer’s brand line DSG, men’s athleisure brand VRST and women’s fitness brand Calia. Opinionated also did a campaign for golf brand FootJoy with the goal of highlighting the joy of the game—such as sinking a hole-in-one or the “flying” feeling of hitting the ball just right. Adidas took Opinionated from national to global work. Its “You Got This” campaign reframed pressure in sports as a motivator to hit the winning shot or kick the winning goal. The campaign features Minnesota Timberwolves’ player Anthony Edwards, the Indiana Fever’s Aliyah Boston and the Kansas City Chiefs’ Patrick Mahomes reminding young athletes that it’s only a shot or a kick. Opinionated was behind Drumstick’s first Super Bowl ad featuring brand mascot Dr. Umstick and comedian Eric Andre. Sales of the ice cream were up nearly 36% year over year in the week leading up to the Big Game, and the spot helped fuel 9.2% first-quarter sales growth. See all of Ad Age’s 2025 Agency A-List winners here

How Opinionated managed a growth spurt in 2024

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