Ammirati Upends the Old Agency Model

Matthew Ammirati explains how he works with clients like Anheuser-Busch to identify the right marketing campaign--whether it's a bumper sticker or a commercial.

Video Transcript

00:00 Matthew Ammirati: Hi I'm Matthew Ammirati, the owner of Ammirati, started in 2001. We are a marketing company focusing on appropriate solutions for our clients rather than focusing just on media. If a bumper sticker is good for you, we'll tell you that's the right solution. And if a big TV campaign is appropriate for you at the time, we'll also do that as well.

How did Ammirati get started?

00:30 Matthew: Started Ammirati basically off as a necessity. I kind of worked at a big agency as an art director and from there I really saw a need for other means, really incorporating design. Interactive at the time was a new word, and went off and luckily got three clients within a matter of two weeks, and an agency was formed.

How was your business able to grow so quickly?

01:01 Matthew: So we're at a time in the early 2000s where big agencies were losing some traction and big clients were open to looking at different types of people and different types of creative resources. So it was the perfect storm. We were working as freelancers and in a matter of two weeks, three clients, Anheuser-Busch being one of the large ones. They asked if we could consult for them and show them what's the right way to market Bud Light. Rather than segmentizing different demographics in Bud Light, we looked at a new culture that was coming. It was all about uniting and being one basically group of people.

What set Ammirati apart?

01:53 Matthew: We created different forms of being able to streamline the process of print and that's really where our agency culture was formed: From being able to do print groups in house and cut out some old agency standards that just didn't work anymore. The old agency standard was basically you had a writer, you had an art director, you had several account people that became more friendly with the client and after time started just working for the client rather than doing what was right for the brand because that was just the easier solution for them. And we broke down really the account management side where owners like myself, partners, had that direct relationship, and art directors on the creative side, direct relationship with the client.

Do you have any advice for young entrepreneurs?

02:50 Matthew: What I can say is as a recommendation, really, is that my focus was never on the money being made. It was about the company being built. We never had any out plans. That was the farthest thing from our thoughts. It was building a great place that people want to spend the majority of their day at. That's really what makes the agency is the staff that surrounds us and their eagerness to be a little bit different in this marketing.