Regional Agency Talent Groups

Brent shares his experience building a regional marketing agency that expanded into specialty services due to limited access to specialized talent in mid-Missouri. The model focused on developing in-house capabilities rather than outsourcing.

Key Points:

• Core Agency Services:

  • Traditional ad agency work
  • Media buying
  • Digital marketing

• Specialty Service Groups:

  • Research department
  • Mobile and app development
  • Film/video production work
  • These were unusual offerings for a typical agency

• Business Structure:

  • Grew to 26 employees at peak
  • Operated as a regional marketing firm
  • Later acquired a company called Meticross
    • Added government contracts capability
    • Enabled cross-selling opportunities
    • Improved cash flow through combined operations

• Growth Strategy:

  • Built specialty groups internally due to limited local talent
  • Used SBA loan to fund acquisition
  • Combined resources between companies to maximize efficiency

The model worked particularly well in a mid-market location where specialized marketing services were harder to access, allowing them to capture more business by offering comprehensive in-house solutions.