YML helps established brands gain a digital edge

When the pandemic pushed consumers to adopt new behaviors—such as buying groceries online and visiting doctors virtually—brands were forced to adapt digitally or be left behind. Several of those that evolved did so because of YML, the 13-year-old agency dedicated to improving the customer experience for clients. See all of Ad Age's A-List 2022 winners here. “Our mission is how do we export Silicon Valley to the world,” said Ashish Toshniwal, YML founder and chief executive. “If you look at a consumer, their idea of customer experience is highly influenced by what they use every day,” he said, citing Amazon’s e-commerce site and Apple’s iPhone. “When they go and contrast that experience with their health care provider or retailer or bank, there’s a big disconnect.” That divide is exactly what clients such as grocery chain Albertsons, health care company Kaiser Permanente and First Republic Bank are asking YML to bridge by building digital products that help improve consumers’ lives. Last year, YML saw revenue grow 55% to $70 million as it gained new clients including Twitter and Champion. The agency, which employs more than 500 staffers—the majority of whom are technologists who understand engineering—positioned itself as a builder of strong digital foundations for brands. It helped clients answer questions such as what a bank might look like without physical branches, or how a doctor could connect with a patient who can’t visit a hospital. Buy your ticket for the Ad Age A-List & Creativity Awards Gala at AdAge.com/ACGala. During the pandemic, brands “were forced to adapt fast,” said Stephen Clements, chief creative officer. “A lot of them didn’t have the foundation to pivot really quickly post-pandemic.” YML won the Albertsons business in late 2020 because it promised to deliver a cohesive experience across the grocer’s near-dozen store brands, which included 22 different mobile apps. Within six months, the agency built a design system that combined the apps under one system that was accessible and easy to use at a time when many customers were new to online grocery shopping and looking for an easy interface. The app also allows for product scanning that includes coupons so customers don’t have to input promotions separately. The work led to a 51% increase in the rate of new customer registrations, improved customer loyalty and a 5% rise in digital sales, according to YML. “More people than ever are on these digital platforms and the challenges our customers are facing is how to make sure every touchpoint in the digital experience is curated to the person that is using it,” said Stephanie Wiseman, head of growth. YML also worked with Kaiser Permanente on delivering “Get Care Now,” a virtual urgent care system that includes doctor support via video, telephone or chat. The system, which included self-service tools, saw appointments booked online grow by 60% in 2021 compared with 2020; online activities such as ordering prescriptions and viewing lab test results also increased. See all of Ad Age's A-List 2022 winners here. As it looks ahead, YML plans to grow its offerings so that it can provide deeper services in certain areas to new and existing clients. “We are looking at acquiring one or two other agencies so that we can continue or leapfrog the growth we have had already,” said Toshniwal, noting that areas such as data engineering, personalization and cloud computing are ripe for expansion.

YML helps established brands gain a digital edge

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