Agency Founder Interview Series: Ash Greyson of Ribbow Media Group
We interview some of our favorite agency founders and ask for inspiration on how they started, successes, and challenges. This is an interview for Ash Greyson of Ribbow Media Group.
This is a part of an agency founder blog series. We interview some of our favorite agency founders and ask for inspiration on how they started, successes, and challenges.
What is your name and agency?
Ash Greyson of Ribbow Media Group.
How did you get started?
As a consultant, filling the role of Chief Digital Officer for companies in transition. From there I saw the opportunity to start an agency focused on Facebook and Google.
Why did you start an agency?
I was in more than one meeting where I heard “we know half our marketing money is wasted, we just don’t know which half.” I found that frustrating and a problem that needed to be solved.
What were your greatest challenges in getting started?
In the beginning there were very few attribution tools and we faced a mountain of opposition from old media and broken commission models.
What are your greatest successes as an agency?
We’ve acquired over 1MM paying customers for streaming services and have on many movies that have shocked Hollywood and made 10-20x their budget.
What’s the biggest change in the agency business since you started?
Organic social has been commoditized. We bet on the duopoly of FB and Google 5 years ago and that bet has paid off. That said, automation and AI has gotten better so we have to adapt often.
How did you and your agency adapt to those changes?
We saw the commoditization of organic coming and navigated it well. Automated marketing is coming and coming fast, we’ve embraced it and position ourselves as experts at gaming and working with the AI and machine learning.
What is your proudest moment in business so far?
Taking a $7MM feature film, and devising a media/social plan with amazing attribution and seeing it work. That movie made $83MM.
What are your regular rhythms, processes and routines as an agency (e.g. send a client a weekly update), and which ones have been the most helpful?
Weekly calls with clients drives our business more than reporting. I’m not a huge fan of those as it seems wildly inefficient. The most helpful thing for me as the boss is having everything organized in one place. We’ve yet to find a great solution.
How do you keep your team creatively inspired and not burnt out as they are constantly working with new clients and new projects?
We try to have fun and create a loose environment. We embrace mistakes and talk openly about failures.
How do you spend your day to day nowadays?
Email and phone calls mostly. I’d love more time to “work” and interact with staff.
What’s next on the horizon for your agency? Any projects you’d like to share?
Trying to create efficiency and keep revenue high with fewer employees.
Any projects you’d like to share?
We are working with a new movie studio, Kingdom Films, in partnership with Lionsgate. We’ll be not only the AOR but involved in leadership and developing industry best attribution.
How can people get in touch with you?
Smoke signal or email 🙂 firstname.lastname@example.org