As Setup celebrates our 10th anniversary, we reflect on a decade of pioneering the art of marketing matchmaking. From our early days as AgencySparks to our rebrand in 2019 to become Setup and all the way to today, we've been dedicated to bridging the gap between brands seeking expert marketing support and agencies capable of delivering outstanding results.

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Milestones of Growth

Over ten years, Setup has evolved significantly, expanding our team, services, and geographical reach. In the 10 years since I founded Setup, we have made over 800 introductions between marketing leaders for major brands and qualified agencies that can fill gaps in capacity or capability. We have grown the team to seven full-time and two part-time teammates, who are brilliant, hardworking, and cohesive. We have added services for brands and agencies (Custom Agency Search, Marketing Ecosystem Planning, Recruiting, Team Building).

Impactful Partnerships and Success Stories

Our journey has been marked by successful partnerships, connecting brands with agencies that have propelled their marketing efforts to new heights. These collaborations have led to impressive marketing campaigns and lasting relationships that continue to shape the industry. We have consistently received feedback from marketers that our services have been invaluable.

Empowering Marketers Through Education and Events

Setup is committed to driving education and community building by hosting events, including #MarketingMixers, #MarketersBreakfasts, happy hours, and even helping put on an annual conference for college students called SPARKsouth. These gatherings are hubs for learning, networking, and inspiration, fostering a vibrant community of marketing professionals.

Looking Forward: The Next Decade

As we look to the future, our vision is clear: to continue innovating in marketing matchmaking while upholding our core values (honorable, approachable, insightful, tenacious, and innovative). We're excited to explore new frontiers, adapt to changing market dynamics, and keep connecting marketers with the perfect agency partners.

A Heartfelt Thank You

Our journey wouldn't have been possible without our clients, agency partners, and team. Your trust, collaboration, and feedback have been instrumental in our growth. Here's to another decade of success, innovation, and matchmaking excellence!

We hosted a huge celebration!

We brought together the marketing community in Atlanta, as well as everyone who has been a part of our journey to celebrate this momentous occasion! We were so grateful to be surrounded by our esteemed colleagues and community. Check out the recap video - featuring all the hugs and smiles!

As I think about this 10th anniversary of Setup, I want to take a moment to acknowledge all of the people who helped make it a special company:

Early “Sparks” that helped propel me onto the path of entrepreneurship:

Kelly Deen, Jeff Hilimire, Genevieve Bos, Lisa Katz, Glen Caruso, Dave Williams, Jennifer Dorian, and Kelly Gay.

My Setup team, past and current:

Stephanie Peterman, Katia Herrera, Anastasia Kusmarteseva Fussell, William Denning, Kate Jacoutot, Sam Moran, Ethan Parrish, Tiffany Ujjin, Meghan Hilton Freeman, Kayla Floyd, Zevi Solomon, Madeline Evans, Amanda Mercer Thompson, May Amor Beja, Alexis Quarcoo, Evan Rosenthal, and Rhonda Beckmann.

Agency people we have had the good pleasure of working with from the early AgencySparks days to the current Setup times:

Joe Parrish, Keith Vest, David Mullen (The Variable), Simms Jenkins (BrightWave now Ansira), Vicky Jones (Brand Fever now Phase 3), Will DuPont, Daniel Davenport (Think, Inc now Capgemeni), Richard Warner (What’s Up Interactive), JT Hroncich (Capitol Media Solutions), Mark Pettit (Creaxion), Kevin Planovsky (Vert Digital), Jenn Leahy (Dragon Army), Joe Carter (Hencar), Steve Upton (Influent50 now AARP), Jolean Olson (Scenic Road), Tom Ellis (Swarm now SCS), Danica Kombol (Everywhere now MWWPR), Eduardo Perez, Ricky Echegaray (PM3 now Sensis), Moira Vetter (Modo Modo), Scott Preacher (blacQube), Brett Cooper, Richard Makerson (BlueFletch), Craig Kronenberger (Stripe Theory), Josh Perlstein (Response Media), Jeff Katz, Jason Rockman (DEFINITION 6), Adam Roe, Raghu Kakarala (FortyFour now Bounteous), Javier Santana, David Preiss (Launch), Keehln Wheeler, Steve Roe (MaxMedia), Mike Popowski, Adam Greenwald (Dagger), Brian Easter, Adam Harrell, Kimm Lincoln (Nebo), Rick Milenthal, Lance Pogrow (The Shipyard), Rob Farinella, Allie Clark (Blue Sky) , Andy Crestodina, Todd Gettelfinger (Orbit Media), Jeff McCurry, Robert Taylor (St. John), Henry Pellerin (VantagePoint), Snejana Daily, Hunter Johnson (Xpedition Media), Geoff Wilson, Kacie Gordon, Sara Saxner-Coughlin, Sarah Woodward (Three Five Two), Bob Morrison, Amanda Forgione, Rebecca Lentz (Morrison), Jeff Quick, Dave Fitzgerald (Fitzco), Graham Engebretsen, Scott Jennings (Goods & Services), Martin Stoll, Charles Cunningham (Sparkloft), Kit Hughes, Lisa Arsenault, Suzanne Morris, Laura Beaupre (Look Listen), Jared Belsky, Jack Ogilvie (Acadia), Joe Snowden, Mary Winslow (Luckie), Jon Meck (Bounteous), Eric Swanson, Mike Warin (Sagepath Reply), Elena Hengel, Clark Hjelmstad, Angela Voss (Marketing Architects), Jose Villa, Sergio Mankita (Sensis), Mark Homza, Philippe LeBlanc (Funday), Raj Choudhury (Alloy), Jake McKenzie, Matt McKenzie (Intermark), and Mike Silver (IMA).

Here is a sampling of some of the bright and capable clients who have worked with Setup to find agency support once or a number of times:

Neil Grossman, Andy Chang, Melissa Minihan, Tim Hernquist, Katie Kirschner, Jonathan Karron, Paige Farrow, Scott Thomas, James Peacock, Eric Racine, Maureen Kelly, Aby Varma, Sarah Fordyce, Barb Scherer, Leandi McMurphy, Alex DiMillo, Dan McSwanson, Teresa Caro, Jamie Quenzer, Scott Berg, Jennifer Ramsey, Sandy Zusmann, Marie LaPlante, Ellen Donahue-Dalton, Tracie-Ruth Miller, Dave Faupel, Diego Rodriguez, Lisa Hake, Lisa Kummer, Matt Weiss, Ed Riegert III, Leana Less, Catherine Jackson, Monique Crapper, Emily Kantsios, Trisha Amin, David Arnett, Tessa Horehled, Andy Monfalcone, Adam Naide, Jim Gerard, AK Singh, Stacey Vogler, Drew Hawkins, Tracy Niehaus, Mary Pettit, Shera Shrago, J.R. Ross, Angela Starkey, Spiro Papanicolaou, Steven Nghe, Brad Chicoine, Matt Konigsmark, Pete Srodoski, Cindy Kaufman, Kaylin Durham, Josh Kantor, Andrea Freeman, Catherine Locker, Stephanie Coleman, Jaclyn Cannon, Meagan Price, Bill Koleszar, Tim Minahan, Kaitlin Coghlan, Vicky Jones, Greg Smith, and Wan-Yi Sweeting.

Thank you to all of the people who have helped make Setup such a success over the last ten years. We look forward to working with you all as we grow for the next ten and beyond!

Humbly,
Joe

Blog

10 CMO Secrets for Your 2025 Marketing Strategy

The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.

From Spotify Wrapped to Cow Appreciation Day - How Marketers Leverage Consumer Anticipation

Harness the Hype: Wicked Melted Audiences With Marketing Magic

When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).

Navigating the New Black Friday

Black Friday has undergone a dramatic transformation since its chaotic in-store origins in the 1960s. Once synonymous with one-day-only doorbuster deals and frenzied shopping, the event is now a weeks-long digital phenomenon, shaped by evolving consumer behavior, economic pressures, and innovative retailer strategies, not to mention some potential trust issues with consumers. Here’s a comprehensive look at how Brands and consumers are navigating Black Friday 2024.

Insights from the 2024 Setup Marketing Relationship Survey: What Marketers and Agencies Need to Know Event Recap

Last week, Setup hosted a LinkedIn Live event led by Setup Founder & CEO, Joe Koufman, that featured Courtney Lewis, the CMO of The Variable, and Elicia Azali, the CMO of Beazer Homes, to unveil the 2024 Setup Marketing Relationship Survey – an annual report that delves into the dynamics between marketing Agencies and Clients. This year’s results, drawn from over 400 responses across industries, spotlight the evolving priorities, challenges, and opportunities in these relationships.

Setup Happy Hour - Connecting + Celebrating in 2024

In support of our vision to connect marketers with the best people and resources, we’ve hosted a Happy Hour for the Atlanta marketing community at our office for the last two years. Partners, community members, and Clients all join together to laugh, chat, and learn more about one another.

Why Valuing Clients + Your Team Pays Off Big

Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!

CMO Spotlight | Ben Boyd - Chobani

Setup CEO + Founder, Joe Koufman, spoke with Ben Boyd, the Chief Communications Officer at Chobani, about designing your own career path, the importance of empathy and understanding as a leader, and more.

‘Tis the Holiday Season to Gather... and Build Brand Loyalty

The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?

How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable

The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

Travel and Hospitality Marketing: Prioritizing the Customer Experience

The fluctuating economy leading to job and spending uncertainty, shifts consumer preferences in ways that significantly impact marketing strategies - especially in Travel and Hospitality. To stay ahead, Brands need to rethink how to engage with customers to maintain their loyalty and their business. Here are some strategies to keep in mind as marketers prepare for the holiday season and approach 2025.

6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.

It’s Giving… Marketing to Gen Z

Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce.

Gen Z is a big deal, and marketers need to pay attention.

What Marketers Need to Know About the Next Generation: Gen Alpha

Although Generation Alpha is not yet old enough to be purchasing leaders, this tech-savvy generation was the first born into a digitally established world, and their influence may cause marketers to change priorities and adapt to new tactics.

Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?

Many Agencies focus on B2C tactics but could be missing out on untapped B2B opportunities. Learn how you can apply the same powerful B2B strategies you use for Clients to fuel your Agency’s growth.

#MarketersBreakfast - Unlock Your Team’s Potential Recap

Connection in a post-Covid world is different. Most teams are remote and trying to rebuild the remnants of culture’s past. Our August #MarketersBreakfast was aimed to cure this slump by focusing on the tools leaders need to build better and more healthy communication practices to unite their teams and improve their organizations.

The Expert’s Irony: Are Agencies Losing Their Own Game?

Agencies excel at helping businesses grow, but many fail to apply their own successful strategies internally. Explore why Agencies often struggle with their own growth and how to change that.

CMO Spotlight | Trish Nettleship - NCR Voyix

Setup CEO + Founder, Joe Koufman, spoke with Trish Nettleship, the Chief Marketing Officer at NCR Voyix, about understanding your “why,” the power of relationships and listening, passion, and more.

Talk the Talk: Mastering Workplace Communication + Collaboration

People overall are not feeling heard or understood. When that happens, team members don’t feel valued, and they usually leave a place of employment or end a partnership. We provide suggestions to improve culture, collaboration, and communication for marketing leaders, including our Team Building service.

The Good, The Bad, and The Mediocre: 2024 Cannes Lions

Setup’s Manager of Strategic Partnerships listed his favorite Cannes Lions campaigns from Coca-Cola to Pop-Tarts and more, and the takeaways for marketers.

CMO Spotlight | Dan Csont - Corpay

Setup CEO + Founder, Joe Koufman, spoke with Dan Csont, the EVP & Chief Marketing Officer at Corpay, about leveraging every opportunity to gain experience in your career, the evolution of U2, the power of understanding people as a leader, and more.

5 Ad Campaigns that Inspire Change

Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own.

Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good.

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

In This Dame and Age - Marketing For Good Event Recap

Our latest virtual Women’s event was themed “Marketing for Good - Turning Passions into Action,” where marketing leaders discussed the internal and external benefits of cause-driven marketing. Attendees included Setup Agency partners as well as members from established Brands at Cox, FIS, FedEx, Great Clips, Kimberly-Clark, The Home Depot, and more.

A Marketer’s Career Journey: Transitioning from Agency to Client-Side Marketing

Navigating the marketing industry often leads professionals to stick to either the Agency or Brand side, potentially limiting their growth opportunities. In our series, we delve into the experiences of marketers who have made the jump from one side to the other. Building on our previous exploration of transitioning from Client to Agency-side marketing, this time we interviewed Allison Turner, who has transitioned from Agency roles to becoming the Marketing Copy Manager at Floor & Decor on the Client side.

This journey highlights how working on both sides can enhance a marketer's skills and adaptability, making them more equipped to handle diverse tasks and challenges.

CMO Spotlight | Mika Yamamoto - Freshworks

Setup President, Amanda Thompson, spoke with Mika Yamamoto, the Chief Customer and Marketing Officer at Freshworks, about the power of perseverance and believing in yourself, Warby Parker’s tactful and intentional experiential marketing, the importance of listening to your team for campaign input and success, and more.

The Broken Agency Search Model: How to Make It Right

Traditional Agency searches are often long and expensive, involving high fees and months of vetting. Discover how Setup simplifies the process, delivering highly qualified Agencies in just a week—at no cost to the Client.

A Marketer’s Career Journey: Transitioning from Client to Agency-Side Marketing

Transitioning from Brand-side to Agency-side marketing can be both rewarding and challenging for marketing leaders. This shift offers unique opportunities to enhance strategic thinking, creativity, and versatility while navigating the fast-paced dynamics of managing multiple Clients. Drawing on insights from marketing experts like Cami Albrecht and Elaine Fowler of Sagepath Reply, this blog provides essential advice for successfully making the switch and leveraging the benefits of both career paths.

5 Client-Side Marketing Challenges

Each year, we conduct the Marketing Relationship Survey with both Client-side and Agency-side marketers to uncover the latest insights on marketing challenges, innovative solutions, and industry preferences. This allows us to identify key marketing gaps and provide strategic solutions that simplify and enhance marketers' efforts. Reach about last year’s Marketing Relationship Survey.

What challenges are Clients currently facing alongside their agency partners in 2024?

CMO Spotlight | DeLu Jackson - ADT

Setup CEO + Founder, Joe Koufman, spoke with DeLu Jackson, the EVP and Chief Marketing Officer of ADT, about the power of collaboration, harnessing different communication styles, Apple’s innovation, and more.

Setup's 10th Anniversary | Thank You

Milestones of Growth

Impactful Partnerships and Success Stories

Empowering Marketers Through Education and Events

Looking Forward: The Next Decade

A Heartfelt Thank You

We hosted a huge celebration!

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