Verb grows headcount and revenue as experiential demand climbs

In 2024, Verb found itself scaling quickly as the demand for experiential work boomed. See all of Ad Age’s 2025 Agency A-List winners here On the tails of the “Barbie” movie’s attention-grabbing marketing blitz—which included a Dreamhouse experience for Airbnb—Verb and Airbnb launched the Icon Series, which tasked the agency and partners with constructing and launching six builds at the scale of its Barbie Dreamhouse recreation in five months. This meant tripling Verb’s headcount in the year to 90 full-time employees, including hiring Kelle Coleman, who was named head of marketing and growth. The agency’s 2023 gross revenue was $10.8 million—and the shop’s projected 2024 revenue rocketed to $53.4 million. The agency also launched a guest experience team in 2024, which ensures each activation goes beyond Instagram-worthy and is high-quality in reality as well. In the Airbnb builds, for example, a 42-foot recreation of a Polly Pocket compact needed to not just look beautiful, but have the nostalgic gummy texture on clothes and feature a 12-foot fridge to make guests feel doll-sized. A real-life version of the house from Disney’s “Up” included 8,000 balloons and a crane that would lift the home for each booking. And the X-Mansion from Marvel’s “X-Men ’97” was designed to look like it was 2D animated. To prioritize sustainability in its work, Verb works with local businesses for its activations, and partners with local food banks, schools and other donation centers to make sure no materials for the installations go to waste. Verb is Black-owned and women-led. The agency partners with diverse job boards, networks and educational programs to grow its staff with inclusion in mind. Verb’s team is 61% women and 55% of its executive team are people of color. See all of Ad Age’s 2025 Agency A-List winners here

Verb grows headcount and revenue as experiential demand climbs

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