The Santa Monica-based agency formerly known as Mistress today announced its new name, The Many. The repositioning reflects the agency’s evolution from a project agency to one rooted in a multi-disciplinary approach to creative advertising with longer-standing client relationships, and tees up the company’s growth plans for 2019 to expand its in-house media group and open a second office in Boston. The company has also revealed its new website and brand identity.
While The Many will continue to take on project-based work, its new name better represents how the agency has expanded beyond just creative, bringing many disciplines in-house. Since its inception in 2009, the agency’s capabilities have increased to include social, digital, design, media and production, while simultaneously developing an ethos that breaks down the walls between those disciplines to co-create solutions to client business challenges. This philosophy is summed up in The Many’s tagline, “Greatness is never achieved in isolation.”
“The Many embraces our cross-functional approach to work—we are many disciplines, many verticals, many creative solutions,” said founding partner Christian Jacobsen. “It’s about time our name caught up with who we are.”
The Many’s history shows work grounded in brand but diverse in execution. The company shot to fame in 2011 with its award-winning integrated global campaign for Mattel’s Hot Wheels, which pushed the boundaries of how branded content was utilized in the advertising industry. The three-year program broke three world records, and views of the 60+ pieces of original content sit at over 220 million. The agency also made a name for itself during the Trump administration’s travel ban when it teamed up with Discover Los Angeles for “Everyone Is Welcome,” a human-powered billboard in four languages that welcomed planes touching down at LAX, a stunt that was picked up by media all over the world. In addition, the agency currently manages the global account for TripAdvisor and has developed the well-known and effective TV campaign featuring the company’s Owl spokesperson.
Brand director, Mistress veteran and future Managing Director of The Many’s Boston office, Maggie Cadigan, says The Many also better reflects the company’s internal culture, “The driving force behind our success has always been our people and the different perspectives, opinions, disciplines and working styles they contribute. This, combined with a flat organization that encourages people to step up and take ownership, only furthers what we can do for our clients.”
The Many’s design team took charge of the new identity, consisting of a flag emblem that is symbolic of the company’s international make-up and depicts a forward-looking visual. The emblem isn’t intended to be static. Rather, each employee will have the opportunity to customize their own version, and each of those can be strung together to create a linear pattern.
Perhaps the strongest proof point for the agency’s new moniker is a look into their client relationships, many of which have become lasting. In 2019, The Many will continue relationships and begin anew with clients such as TripAdvisor, Monster Energy, QDOBA Mexican Eats, Biofreeze, Sambazon, Stitch Fix, Spindrift, Quest Nutrition, Bolthouse Farms and Pearson.
Read more in Campaign Live.