After I began Hawke Media, I didn’t simply wish to construct one other advertising company—I wished to shake issues up. The objective was to create an organization that not solely drives actual outcomes for shoppers but additionally modifications the way in which folks take into consideration advertising.
Trying again, getting right here hasn’t been simple; there have been loads of challenges and difficult calls alongside the way in which. However with the correct mix of technique, persistence, and a concentrate on constructing one thing significant, we managed to scale Hawke Media right into a $150M company.
Every stage of development had its personal playbook, and as we speak, I wish to share among the approaches that made the most important impression. Listed below are a number of core ideas that fueled our journey—and that I hope will help fast-track yours.
1. Set up a stable basis and imaginative and prescient
Earlier than scaling, outline your why. A transparent mission shapes all the things—the way you method shoppers, rent expertise, and even adapt to business shifts.
Hawke Media started with an easy mission: make knowledgeable advertising accessible to everybody. Set actionable milestones to trace your progress, and don’t draw back from recalibrating as you develop. Figuring out the place you wish to go is step one to constructing one thing enduring. Take into consideration what makes your company distinctive and spotlight that in your model story. It’s about conveying your values and constructing a fame shoppers keep in mind.
2. Construct a model identification that stands out
In as we speak’s crowded market, having a singular model identification is non-negotiable. Your model ought to join with shoppers on a degree that feels private and genuine. When crafting Hawke Media’s model, I aimed to create greater than only a service supplier. We positioned ourselves as a trusted companion that shoppers see as an extension of their group.
We initially entered the market in 2014 as Your Outsourced CMO to handle the necessity for CMO-level advertising at each degree of enterprise. At the moment, businesses had been both prohibitively costly with inflexible contracts or just lacked the experience to drive outcomes. That realization led to the creation of Hawke Media, with a brand new normal at its core—prioritizing flexibility, affordability, and high-impact outcomes for companies of all sizes.
Because the business developed, so did we. Hawke Media remodeled into an AI-Enabled, Tech-Built-in, Advertising and marketing Powerhouse, scaling greater than 5,000 manufacturers throughout a wide range of industries, sizes, and enterprise fashions over the previous decade. Our proprietary advertising analytics platform, Hawke.AI, processes advertising, media, and income knowledge to optimize campaigns in real-time. Via Hawke Ventures, we’ve additionally invested in over 60 martech and tech corporations, enabling us to companion with essentially the most modern options in digital advertising.
Our emblem embodies the values we dwell by: be taught shortly, be cool, and get sh*t finished.
From the start, I wished it to be an emblem that our shoppers and workers alike can be proud to put on—one thing that displays our shared values and drive. At this time, that emblem is a rallying level, symbolizing our dedication and tradition.
Take a detailed take a look at what units your company aside, and ensure your model story is plain—as a result of when folks join together with your mission, it turns into greater than a enterprise; it turns into a group.
3. Design a scalable enterprise mannequin
Development solely works when it’s sustainable. At Hawke Media, our success stemmed from creating techniques that balanced effectivity with high quality, making certain our development was structured to final. A serious a part of this was the event of Hawke.AI, our proprietary advertising analytics platform. We spent eight years constructing this software, lengthy earlier than the rise of AI instruments like ChatGPT, to capitalize on and mixture the huge trove of information we had been sitting on. This allowed us to optimize campaigns in real-time, giving our shoppers a aggressive edge and enabling us to scale with out compromising on high quality.
CMOs, model homeowners, and entrepreneurs handle billions in annual advert spend throughout industries, but many lack perception into how their efficiency stacks as much as business benchmarks, find out how to refine their metrics, or when to tug again on campaigns that underperform. With the appearance of AI, the competitors is fiercer than ever, and with out cutting-edge instruments, manufacturers danger falling behind. Hawke.AI was constructed to be that edge.
As a complete “Advertising and marketing God’s Eye View”, Hawke.AI analyzes real-time knowledge from hundreds of manufacturers, representing over $500M in advert spend. Each transfer you make and each resolution you’re taking is knowledgeable and strategic, eradicating the guesswork that plagues many advertising departments.
Constructing a scalable mannequin additionally means establishing techniques that may deal with elevated demand whereas sustaining the requirements that set your online business aside. From automating repetitive processes to defining clear roles inside your group, scalability ought to be a core focus from day one.
Begin by figuring out bottlenecks that would restrict enlargement and spend money on options that help long-term development.
Whether or not it’s adopting new expertise, refining workflows, or hiring for key roles, the best construction as we speak creates the momentum for tomorrow’s success.
4. Prioritize expertise and tradition
A high-performing group is the spine of any company’s success. Certainly one of my prime priorities has at all times been to draw the perfect expertise and empower them to thrive. Constructing a group is extra than simply hiring expert folks; it’s about making a tradition that encourages collaboration, aligns with core values, and makes every group member really feel a part of one thing larger.
At Hawke Media, we’ve labored to construct a tradition that’s turn into a haven for prime expertise, with alumni advancing to positions at corporations like HBO, Hulu, and Google. This supportive tradition fosters skilled development and infrequently conjures up folks to return—lots of our former group members “boomerang” again as executives, bringing new insights and expertise that assist us proceed rising. We actively create an setting the place our core values—be taught shortly, be cool, and get sh*t finished—aren’t simply phrases on paper.
By investing in mentorship, celebrating achievements, and fostering open communication, we guarantee our group feels valued and motivated to provide their finest.
Making a group that believes in your mission is the muse of a thriving company. So, take into consideration methods to nurture expertise and construct a tradition that displays your values, as a result of a powerful tradition isn’t nearly protecting good folks; it’s about driving your company ahead.
5. Leverage expertise and innovation
Staying forward of business tendencies is crucial, and expertise could make or break your aggressive edge. At Hawke Media, Hawke.AI has remodeled the way in which we method shopper technique, offering real-time, data-driven insights that gas development. This proprietary platform permits us to pinpoint alternatives, optimize campaigns effectively, and ship efficiency benchmarks, giving our shoppers a transparent benefit in a crowded market.
We’ve additionally invested in over 60 martech and tech corporations, enabling us to companion with among the most modern options in digital advertising.
Whether or not it’s challenge administration instruments, AI-powered analytics, or shopper communication platforms, integrating the best tech enhances effectivity and improves outcomes.
The secret’s selecting instruments that remedy particular challenges and staying open to evolving your tech stack as new options emerge. By consistently evaluating and adapting our expertise, we preserve the company agile, adaptable, and related—well-positioned to fulfill shopper wants and deal with business shifts head-on.
6. Grasp shopper acquisition and retention
Consumer relationships are the lifeblood of any company. It’s not nearly signing new shoppers—it’s about creating lasting partnerships that drive development for each events.
At Hawke Media, we concentrate on constructing belief early on and tailoring our companies to align with every shopper’s distinctive targets. Constant communication performs an enormous position on this, and I personally use automated reminders to make sure I keep in contact with contacts commonly. This helps me preserve relationships heat and top-of-mind, which we mirror in our method with shoppers.
Our shopper success groups arrange common check-ins and efficiency opinions, backed by data-driven insights, to ensure shoppers really feel supported and see clear outcomes.
The higher you perceive your shoppers’ wants, the better it turns into to exceed their expectations, foster loyalty, and open doorways for upselling. By constantly delivering worth, being proactive with options, and staying aligned with shopper goals, we create a basis for long-term relationships. Robust shopper relationships aren’t only a retention technique—they’re additionally probably the greatest sources of referrals and a strong driver of development.
7. Monitor success and plan for enlargement
Scaling is about strategic development, not simply including numbers. Set KPIs that align immediately together with your targets and observe progress at each stage. In our course, I cowl the KPIs which have been important to Hawke’s development, similar to shopper acquisition value, buyer lifetime worth, and marketing campaign ROI. Precisely monitoring ROAS is vital, but it surely’s essential to account for the pure buy cycle—many consumers count on instant returns from paid advertisements, however the actuality is that the common client takes wherever from three weeks to a few months to make a purchase order. Understanding and speaking this timeline helps handle expectations and ensures long-term strategic planning.
As you scale, regulate new markets and alternatives that align together with your imaginative and prescient, whether or not by means of increasing service choices, exploring partnerships, or pursuing mergers and acquisitions. Adapting KPIs to replicate these development avenues is crucial for staying aligned together with your broader goals. Each step ought to deliver you nearer to a imaginative and prescient of sustainable success, protecting your company each worthwhile and resilient in an evolving market.
Take the next move
Scaling a advertising company takes imaginative and prescient, resilience, and a dedication to development. Whether or not you’re setting the groundwork with a stable basis, cultivating a model that resonates, or investing in the best group and expertise, every resolution shapes your company’s path.
By specializing in sustainable methods and robust shopper relationships, you’re not simply constructing an company—you’re making a model with the facility to thrive in a aggressive panorama. With the best method, your company can attain new heights and make a long-lasting impression.
