When it’s not blowing up Walter White’s tighty whities, it’s making ads for a different kind of underwear—Huggies diapers. The agency created a song “For All Baby Butts” and the appropriately titled children’s book “The Alphabutt Book” as an extension of that campaign.

How it’s building a better agency: “We never set out to build an ‘agency,’ just to make great work with great people for clients who appreciated those things,” said Brian Siedband, co-founder and co-CCO.

“Being small, we’re able to maintain top-to-top relationships with clients, and keeps our team feeling invested. Being virtual, we can find and keep the best and most diverse talent regardless of geography,” said Amy Edwards, partner and managing director.

Supernatural

Supernatural has been at the forefront of the AI revolution in advertising as the agency has put AI at the center of everything it does. Founded in 2021, the shop trains its AI on a brand so that it can ask it questions and unearth marketing challenges and campaigns for its clients. The scalable tech allows the agency to service brands far beyond the manpower of a 17-person agency.

With AI as its backbone, the agency has created a number of clever campaigns including DTC work for Wandering Bear to make the brand more memorable with consumers and Kayak, which features a council of elite ruling class dolphins hellbent on getting all of the best travel deals for themselves.

How it’s building a better agency: “Everyone has an opinion about AI, but no one hires us because we’re ‘the AI agency.’ Clients hire us to get results, and we do that for different clients in a variety of categories by using AI in practical ways,” said John Elder, co-founder and CEO. “To be on this shortlist more than makes up for the validation we never got from our families.”