How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI
Digiday ·
BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.
Ian Buck and Yotem Dor have been working together for at least the last 15 years, but for the most recent three years, have operated a two-man independent agency they dubbed BaD Mktg.
Working with a coterie of freelance help crafting content for a variety of clients, the pair also put several LLMs to use to run most of the agency’s back office operations, and even devised their own proprietary AI tool. Called Goody, the tool connects business systems and automates priorities, payments, vendor management, and administrative coordination while retaining human financial checks.
As a result, Buck said he and Dor have been able to function as a shop that would have a dozen staffers. And in the three years BaD (which stands for their last names’ initials) has operated, it’s generated more than $2 million in revenue, thanks to no retainers, no junior hand-offs, and the ability to reduce concepting time from six weeks to six days or less.
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