Last year, Madonna Badger and Jim Winters decided to focus their New York-based shop more on purpose, a shift that "has given everyone that works here a sense of inspiration, passion and pride in what they do every day," said Mr. Winters. The first major manifestation of the change debuted this January with the "#WomenNotObjects" campaign, which includes hard-hitting videos aimed at halting the objectification of women in advertising. In addition to that initiative, which has received support from women's organizations, universities, brands and even celebrities, the 40-person agency helped Avon engage millennials and increase sales last year with the global "Beauty for a Purpose" campaign. Some other clients include Calia by Carrie Underwood, Starboard Cruises and Naja.