When I started Hawke Media, I didn’t just want to build another marketing agency—I wanted to shake things up. The goal was to create a company that not only drives real results for clients but also changes the way people think about marketing.
Looking back, getting here hasn’t been easy; there were plenty of challenges and tough calls along the way. But with the right mix of strategy, persistence, and a focus on building something meaningful, we managed to scale Hawke Media into a $150M agency.
Each stage of growth had its own playbook, and today, I want to share some of the approaches that made the biggest impact. Here are a few core principles that fueled our journey—and that I hope can help fast-track yours.
1. Establish a solid foundation and vision
Before scaling, define your why. A clear mission shapes everything—how you approach clients, hire talent, and even adapt to industry shifts.
Hawke Media began with a straightforward mission: make expert marketing accessible to everyone. Set actionable milestones to track your progress, and don’t shy away from recalibrating as you grow. Knowing where you want to go is the first step to building something enduring. Think about what makes your agency unique and highlight that in your brand story. It’s about conveying your values and building a reputation clients remember.
2. Build a brand identity that stands out
In today’s crowded market, having a unique brand identity is non-negotiable. Your brand should connect with clients on a level that feels personal and authentic. When crafting Hawke Media’s brand, I aimed to create more than just a service provider. We positioned ourselves as a trusted partner that clients see as an extension of their team.
We initially entered the market in 2014 as Your Outsourced CMO to address the need for CMO-level marketing at every level of business. At that time, agencies were either prohibitively expensive with rigid contracts or simply lacked the expertise to drive results. That realization led to the creation of Hawke Media, with a new standard at its core—prioritizing flexibility, affordability, and high-impact results for businesses of all sizes.
As the industry evolved, so did we. Hawke Media transformed into an AI-Enabled, Tech-Integrated, Marketing Powerhouse, scaling more than 5,000 brands across a variety of industries, sizes, and business models over the past decade. Our proprietary marketing analytics platform, Hawke.AI, processes marketing, media, and revenue data to optimize campaigns in real-time. Through Hawke Ventures, we’ve also invested in over 60 martech and tech companies, enabling us to partner with the most innovative solutions in digital marketing.
Our logo embodies the values we live by: learn quickly, be cool, and get sh*t done.
From the beginning, I wanted it to be a symbol that our clients and employees alike would be proud to wear—something that reflects our shared values and drive. Today, that logo is a rallying point, symbolizing our commitment and culture.
Take a close look at what sets your agency apart, and make sure your brand story is undeniable—because when people connect with your mission, it becomes more than a business; it becomes a community.
3. Design a scalable business model
Growth only works when it’s sustainable. At Hawke Media, our success stemmed from creating systems that balanced efficiency with quality, ensuring our growth was structured to last. A major part of this was the development of Hawke.AI, our proprietary marketing analytics platform. We spent eight years building this tool, long before the rise of AI tools like ChatGPT, to capitalize on and aggregate the massive trove of data we were sitting on. This allowed us to optimize campaigns in real-time, giving our clients a competitive edge and enabling us to scale without compromising on quality.
CMOs, brand owners, and marketers manage billions in annual ad spend across industries, yet many lack insight into how their performance stacks up to industry benchmarks, how to refine their metrics, or when to pull back on campaigns that underperform. With the advent of AI, the competition is fiercer than ever, and without cutting-edge tools, brands risk falling behind. Hawke.AI was built to be that edge.
As a comprehensive “Marketing God’s Eye View”, Hawke.AI analyzes real-time data from thousands of brands, representing over $500M in ad spend. Every move you make and every decision you take is informed and strategic, removing the guesswork that plagues many marketing departments.
Building a scalable model also means establishing systems that can handle increased demand while maintaining the standards that set your business apart. From automating repetitive processes to defining clear roles within your team, scalability should be a core focus from day one.
Start by identifying bottlenecks that could limit expansion and invest in solutions that support long-term growth.
Whether it’s adopting new technology, refining workflows, or hiring for key roles, the right structure today creates the momentum for tomorrow’s success.
4. Prioritize talent and culture
A high-performing team is the backbone of any agency’s success. One of my top priorities has always been to attract the best talent and empower them to thrive. Building a team is more than just hiring skilled people; it’s about creating a culture that encourages collaboration, aligns with core values, and makes each team member feel part of something bigger.
At Hawke Media, we’ve worked to build a culture that’s become a haven for top talent, with alumni advancing to positions at companies like HBO, Hulu, and Google. This supportive culture fosters professional growth and often inspires people to return—many of our former team members “boomerang” back as executives, bringing new insights and experience that help us continue growing. We actively create an environment where our core values—learn quickly, be cool, and get sh*t done—aren’t just words on paper.
By investing in mentorship, celebrating achievements, and fostering open communication, we ensure our team feels valued and motivated to give their best.
Creating a team that believes in your mission is the foundation of a thriving agency. So, think about ways to nurture talent and build a culture that reflects your values, because a strong culture isn’t just about keeping good people; it’s about driving your agency forward.
5. Leverage technology and innovation
Staying ahead of industry trends is essential, and technology can make or break your competitive edge. At Hawke Media, Hawke.AI has transformed the way we approach client strategy, providing real-time, data-driven insights that fuel growth. This proprietary platform allows us to pinpoint opportunities, optimize campaigns efficiently, and deliver performance benchmarks, giving our clients a clear advantage in a crowded market.
We’ve also invested in over 60 martech and tech companies, enabling us to partner with some of the most innovative solutions in digital marketing.
Whether it’s project management tools, AI-powered analytics, or client communication platforms, integrating the right tech enhances efficiency and improves outcomes.
The key is choosing tools that solve specific challenges and staying open to evolving your tech stack as new solutions emerge. By constantly evaluating and adapting our technology, we keep the agency agile, adaptable, and relevant—well-positioned to meet client needs and tackle industry shifts head-on.
6. Master client acquisition and retention
Client relationships are the lifeblood of any agency. It’s not just about signing new clients—it’s about creating lasting partnerships that drive growth for both parties.
At Hawke Media, we focus on building trust early on and tailoring our services to align with each client’s unique goals. Consistent communication plays a huge role in this, and I personally use automated reminders to ensure I stay in touch with contacts regularly. This helps me keep relationships warm and top-of-mind, which we mirror in our approach with clients.
Our client success teams set up regular check-ins and performance reviews, backed by data-driven insights, to make sure clients feel supported and see clear results.
The better you understand your clients’ needs, the easier it becomes to exceed their expectations, foster loyalty, and open doors for upselling. By consistently delivering value, being proactive with solutions, and staying aligned with client objectives, we create a foundation for long-term relationships. Strong client relationships aren’t just a retention strategy—they’re also one of the best sources of referrals and a powerful driver of growth.
7. Track success and plan for expansion
Scaling is about strategic growth, not just adding numbers. Set KPIs that align directly with your goals and track progress at every stage. In our course, I cover the KPIs that have been essential to Hawke’s growth, such as client acquisition cost, customer lifetime value, and campaign ROI. Accurately tracking ROAS is critical, but it’s important to account for the natural purchase cycle—many clients expect immediate returns from paid ads, but the reality is that the average consumer takes anywhere from three weeks to three months to make a purchase. Understanding and communicating this timeline helps manage expectations and ensures long-term strategic planning.
As you scale, keep an eye on new markets and opportunities that align with your vision, whether through expanding service offerings, exploring partnerships, or pursuing mergers and acquisitions. Adapting KPIs to reflect these growth avenues is essential for staying aligned with your broader objectives. Every step should bring you closer to a vision of sustainable success, keeping your agency both profitable and resilient in an evolving market.
Take your next step
Scaling a marketing agency takes vision, resilience, and a commitment to growth. Whether you’re setting the groundwork with a solid foundation, cultivating a brand that resonates, or investing in the right team and technology, each decision shapes your agency’s path.
By focusing on sustainable strategies and strong client relationships, you’re not just building an agency—you’re creating a brand with the power to thrive in a competitive landscape. With the right approach, your agency can reach new heights and make a lasting impact.