Confidant sticks to values and roots to deliver rapid growth

Confidant has been growing rapidly by focusing on the values it adopted since its founding to solve what its principals saw as the industry's underlying problem: lack of trust. Ad Age Small Agency Awards See all of the 2023 winners Click here Those values include strategic focus, creative problem-solving, holistic thinking, transparent accountability, easy accessibility and, most of all, results. The Nashville-based agency has been delivering on them for clients led by Amazon, Sony and MadeGood. The agency is on pace to nearly triple revenue in two years with projected revenue of $12 million in 2023, up from $8.4 million last year and $4.5 million in 2021. Confidant’s co-founders came from advertising (brand strategist Ken Byers) and PR (PR strategist Garland Harwood). So, collaborative storytelling was built in from the start. Among key efforts in the past year: writing the playbook for the launch of Amazon Fresh stores as the chain looked to coordinate online and in-store offerings. To that end, Confidant developed a messaging strategy focused on delicious food at a good price with high convenience, backed by such things as a content library and store launch playbook that includes all advertising and in-store merchandising components. A Food Fest event incorporated into the plan boosted traffic and sales across all Los Angeles and Chicago locations where it was implemented. For Diageo, Confidant launched a global campaign to build awareness about the need for moderation during the holidays. The effort drove people to DRINKiQ, the company’s global resource for helping people make responsible choices about drinking. The centerpiece of the campaign included a “Know When to Stop” series of digital animations showing how absurd people can be when they don’t know when to stop in other areas of their lives. Diageo’s CEO kicked things off with a blog post shared by 12,000 company employees on social media, and the initiative has become an ongoing campaign. Ad Age Small Agency Awards See all of the 2023 winners Click here

Confidant sticks to values and roots to deliver rapid growth

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