“We believe we are no longer just an agency start-up of former W+K’ers, but one that can stand on its own merits.”
Opinionated is unapologetic about its identity
That's straight from the entry of Opinionated, which marks its fourth consecutive year on Ad Age’s Small Agency of the Year list. The Portland, Oregon-based agency—which was founded by Wieden+Kennedy vet Mark Fitzloff in 2017 and added another W+K vet, Trish Adams, as president in 2018—grew significantly last year.
The shop's revenue grew from $8.6 million in 2020 to more than $11.5 million in 2021 in part due to the addition of 11 new clients including Pepsi, Hinge, Roku, Drumstick ice cream and Miro.
The agency launched a Hinge campaign reinforcing the idea that the dating app is “designed to be deleted” via four spots that show daters "breaking up" with their previous profile photos. To promote coffee brand Peet’s as the ideal choice for fresh coffee, Opinionated launched a campaign with spots that poke fun at “stale” coffee stock image photos including a website where people can find the boring photos.
Despite a small budget, the campaign lifted both brand perception and purchase intent. Ad recall increased 7 points and purchase intent increased 2.2 points, beating its CPG benchmarks by 1.5 points, according to the agency.
Opinionated flexed its new in-house design muscle through its work for healthy snack maker Brave Good Kind, launching its new chicken tender snack product. In addition to creating videos promoting the product, the agency created the overall brand design for the company, which launched in March 2021, including the logo and packaging for the product.
In a statement, Prabal Chaudhri, president and founder of the snack maker, said Opinionated played a “vital role” in BGK increasing its retail footprint to more than 25,000 points of distribution this year; the brand is now on track to exceed $1.6 million in new sales this year, a whopping 1,500% year-over-year increase.
“We are an ad agency, straight-up,” Opinionated wrote in its submission. “And the fact this statement is even remotely provocative is just testament to how lost this industry has become. So our goal is always to prove the reports of advertising’s demise are greatly exaggerated.”