22squared: Employee-Owned Agency Services & History
22squared: The Century-Old Advertising Powerhouse You Need to Know
In the fast-paced and ever-evolving world of advertising, where agencies come and go, one name has stood the test of time, consistently delivering impactful results for over a century: 22squared. This fiercely independent, employee-owned agency has not only survived but thrived, adapting to the seismic shifts in the media landscape and emerging as a leader in the digital age. With a rich history, a comprehensive suite of services, and a portfolio of iconic brands, 22squared is a force to be reckoned with.
This in-depth exploration will take you on a journey through the annals of 22squared’s history, from its humble beginnings in 1922 to its current status as a bi-coastal behemoth with offices in Atlanta and Tampa. We’ll delve into the innovative services they offer, the powerhouse brands they partner with, the accolades they’ve earned, and the unique culture that sets them apart.
A Legacy of Excellence: The Enduring History of 22squared
A century of success is no small feat in any industry, let alone the notoriously competitive field of advertising. The story of 22squared is a testament to its resilience, adaptability, and unwavering commitment to its clients and employees.
From Tucker Wayne & Company to 22squared: A Timeline of Transformation
The agency’s roots trace back to 1922 when it was founded in Atlanta, Georgia, by James Greene. In 1938, the agency was acquired by Tucker Wayne, who rebranded it as Tucker Wayne & Company. For several decades, the agency operated under this name, building a solid reputation for its creative prowess and strategic thinking.
As the advertising landscape began to change with the advent of the internet and digital media, the agency recognized the need to evolve. This led to a series of rebranding efforts, culminating in the adoption of its current name, 22squared, in 2007. The name itself is a nod to its past and future – a modern take on its heritage that reflects its commitment to innovation and growth.
Under the leadership of Chairman and CEO Richard Ward, who joined the agency in 2006, 22squared has experienced a period of unprecedented growth. The agency has tripled in size, expanding its client roster, employee base, service offerings, and revenue. This growth is a direct result of the agency’s ability to blend a startup’s passion with an established firm’s innovation ethos.
Today, 22squared is one of the nation’s top independent advertising agencies, with a team of over 350 talented individuals across its Atlanta and Tampa offices. It is a 100% employee-owned company, a unique structure that fosters a deep sense of ownership and a commitment to collective success.
A Comprehensive Suite of Services: Driving Growth in the Digital Age
22squared is a full-service agency that offers a wide range of integrated services designed to help brands connect with their audiences in meaningful and impactful ways. From creative and media to data and analytics, the agency has the expertise and resources to deliver end-to-end solutions that drive business results.
Creative & Content: Crafting Compelling Brand Stories
At the heart of 22squared’s success is its ability to create compelling brand stories that resonate with consumers. The agency’s creative team is made up of talented storytellers, designers, and innovators who are passionate about their craft. They believe that the best advertising doesn’t feel like advertising at all; it’s content that consumers welcome into their lives.
This philosophy of being a “welcome intruder” drives the agency’s creative process. They focus on creating ideas and content that are not only engaging but also relevant and timely. This could be anything from a humorous TV spot to an interactive social media campaign, a beautifully designed website, or a thought-provoking piece of branded content.
Media & Analytics: Reaching the Right Audience at the Right Time
In today’s fragmented media landscape, reaching the right audience at the right time is more challenging than ever. 22squared’s media and analytics team is up to the task. With over $375 million in media billings, the agency has the scale of a holding company and the agility of an independent.
Their team of 125+ media and analytics experts leverages a tailored tech stack to streamline strategy and drive performance. They take a “national by neighborhood” approach, combining broad visibility with hyper-targeted execution to accelerate results. This data-driven approach allows them to deliver an average of 12-24% improvement in key KPIs within the first quarter for their clients.
Digital & Social: Navigating the Ever-Changing Digital Landscape
22squared understands the power of digital and social media to build brands and drive business. Their digital and social teams are experts in navigating the ever-changing digital landscape, from search engine optimization (SEO) and pay-per-click (PPC) advertising to social media marketing and influencer engagement.
They offer a full range of digital services, including:
Website Design and Development: Creating beautiful, user-friendly websites that are optimized for performance.
Search Engine Optimization (SEO): Helping brands rank higher in search engine results pages (SERPs) and drive organic traffic.
Pay-Per-Click (PPC) Advertising: Creating and managing effective PPC campaigns that deliver a high return on investment (ROI).
Social Media Marketing: Developing and executing social media strategies that engage audiences and build brand loyalty.
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Email Marketing: Designing and implementing email marketing campaigns that nurture leads and drive conversions.
Strategy & Innovation: Unlocking New Opportunities for Growth
At the core of 22squared’s approach is a deep understanding of consumer behavior and market trends. Their strategy and innovation team is dedicated to uncovering insights that can unlock new opportunities for growth for their clients.
They use a variety of research methods, including qualitative and quantitative research, to gain a deep understanding of the target audience. This allows them to develop strategies that are not only creative but also effective.
The agency is also committed to innovation, constantly exploring new technologies and platforms to find new ways to connect with consumers. They are not afraid to experiment and take risks, which has led to some of their most successful campaigns.
A Roster of Iconic Brands: The Power of Partnership
22squared has had the privilege of partnering with some of the most recognized and iconic brands in the world. Their client roster spans a wide range of industries, from retail and restaurants to finance and healthcare.
Some of their notable clients include:
Publix Super Markets: 22squared has had a long-standing relationship with Publix, one of the largest and most beloved supermarket chains in the United States. They have created numerous award-winning campaigns for the brand, including the heartwarming “Let’s Eat Together” campaign.
The Home Depot: As the world’s largest home improvement retailer, The Home Depot is another one of 22squared’s long-term partners. The agency has helped the brand connect with both DIY and professional customers through a variety of creative campaigns.
Baskin-Robbins: The world’s largest chain of ice cream specialty shops has also entrusted its brand to 22squared. The agency has created fun and engaging campaigns that capture the joy and excitement of the Baskin-Robbins experience.
Southeast Toyota Distributors: As the world’s largest independent distributor of Toyota vehicles, Southeast Toyota Distributors relies on 22squared to drive sales and build brand loyalty in the southeastern United States.
Ad Council: 22squared is also committed to using its talents for good. The agency has partnered with the Ad Council on a number of public service campaigns, including a campaign to end “Pause” culture and encourage Black and brown men to express their emotions.
These are just a few examples of the many brands that have benefited from 22squared’s expertise. The agency’s ability to build long-term, mutually beneficial partnerships is a testament to its commitment to its clients’ success.
A Legacy of Recognition: Awards and Accolades
22squared’s work has not gone unnoticed. The agency has received numerous awards and accolades from some of the most prestigious organizations in the advertising industry. These awards are a testament to the agency’s creativity, strategic thinking, and ability to deliver results.
Some of their recent awards include:
Digiday Media Buying and Planning Awards: In 2024, 22squared was named a winner in the Digiday Media Buying and Planning Awards for its work with Party City on the “PartyAI” solution. This innovative campaign used AI to help Party City compete with larger retailers like Amazon, Target, and Walmart.
MarCom Awards: 22squared has also been recognized by the MarCom Awards, an international competition for marketing and communication professionals. The agency won a Platinum MarCom Award for its work with Columbia Care on the “Cannabist” rebrand. This was the first time a U.S.-based cannabis company had won a Platinum MarCom Award.
Webby Awards: 22squared has also been honored by the Webby Awards, the leading international award honoring excellence on the internet. The agency was a nominee in the Professional Services & Self-Promotion category for its own website.
Top Workplaces: In addition to its creative awards, 22squared has also been recognized as a Top Workplace. This award is based on employee feedback and is a testament to the agency’s positive and supportive work environment.
These are just a few of the many awards and accolades that 22squared has received over the years. They are a reflection of the agency’s commitment to excellence and its ability to consistently deliver outstanding work for its clients.
The 22squared Difference: A Culture of Ownership and Innovation
What truly sets 22squared apart is its unique culture. As a 100% employee-owned company, every employee has a stake in the agency’s success. This fosters a deep sense of ownership, collaboration, and a commitment to doing what’s best for the agency and its clients.
The agency’s culture is built on a foundation of “fierce beliefs” and a unifying culture. They are a team of “brand builders, cultural instigators, and do-gooders” who are passionate about their work and making a positive impact on the world.
This culture is reflected in the agency’s work, its relationships with its clients, and its commitment to its employees. They believe that they are “stronger as a whole” and that “together, we can give rise to change.” This belief is at the core of everything they do, and it’s what makes them one of the most successful and respected agencies in the industry.
The Future of 22squared: A Century of Success and Counting
As 22squared looks to the future, it is well-positioned for continued success. The agency’s rich history, comprehensive suite of services, and a portfolio of iconic brands provide a strong foundation for growth. Its unique employee-owned culture and commitment to innovation will continue to be a key differentiator in the marketplace.
The advertising industry will undoubtedly continue to evolve, but 22squared has proven time and again that it has the resilience, adaptability, and vision to not only survive but thrive. As they embark on their next century of success, one thing is certain: 22squared will continue to be a force to be reckoned with, creating work that is not only effective but also makes a positive impact on the world.
If you’re a brand looking for a partner who can help you navigate the complexities of the modern media landscape and connect with your audience in meaningful ways, look no further than 22squared. They have the experience, the expertise, and the passion to help you achieve your business goals and build a brand that will stand the test of time.
22Squared Leadership & Teams
Jamie Rubin – Chief Media Officer
Matt Collins – VP, Director IT and Security, CIPT
Craig Yurosko – VP, Director Data Management, Business Intelligence
Lindsay Baldwin – SVP, Director of Video and Broadcast
Laura Brist Campbell – Director of Operations
Alicia Fisher – VP, Group Strategy Director
Colleen Gomez – VP, Field Marketing Director
Debra Domagalski – Business Director, Field Marketing
Ginnine Freedman-Panjoj – Field Marketing Director
Ashley Hampton – Group Business Director
Brooke Schnitzlein – Media Director
Nick Holliday – VP, Business Director
Helen Tatsis – VP, Analytics Director
Dan Brown – SVP, Director of Digital Experience
Jennifer Blum – VP, Creative Studio Director
Maddy Duyck – SVP, Director of Digital Investment
Headquarters: 1170 Peachtree Street, NE Atlanta, GA 30309, USA
Phone: 404-347-8700
Number of employees: 201-500
Website: www.22squared.com