Creative

Cases

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  TSY Marzetti Simply: Case Study

  T. Marzetti Company (16 CPG Brands)

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  New York Bakery Case Study

  T. Marzetti Company (16 CPG Brands)

News

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  For Central Ohio's top ad agencies, AI fueling creativity – not stifling it

  The San Francisco Ballet wanted to attract a younger audience. America's oldest professional ballet company had a show: Mere Mortals, a modern-day take on the Greek myth Pandora's Box. Now, the San Francisco Ballet needed to market it. So, it went to Columbus-based The Shipyard, Central Ohio's busiest ad agency – especially after its acquisition of Fahlgren Mortine – racking up $284.4 million in gross receipts last year. "The entire show was a point of view on artificial intelligence," David Sonderman, chief creative officer at The Shipyard, told Columbus Business First. "So what we did when we learned that this was happening, we said, 'How can we use AI to help market the show?'" And that's exactly what The Shipyard did. The agency taught ChatGPT what the ballet was, and then asked it to write reviews of the show. "Amusing to witness humans grappling with their impending irrelevance," it wrote. "It's like we tapped into its ego," Sonderman said. "We didn't really, of course, because it's a machine. But it felt like it." It's one of the many ways ad agencies are adopting generative AI as more and more companies experiment with tools like ChatGPT. Business First spoke with executives at five of the region's ad agencies – all of whom stressed that they see AI as an imaginative or productivity tool, not a replacement for the creatives that fuel their businesses. As U.S. workers ponder the implications of AI – especially the notion that it is coming for our jobs – the executives largely see AI as more friend than foe, even if some remain more trepidatious than others.

  The Shipyard / Columbus Business First, 08/08/2024

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  Agency reviews—how incumbents can defend accounts and retain clients

  Managing Partner Tammy Haughey of The Shipyard highlights the importance of strong client relationships and operational excellence when defending accounts, emphasizing that honest communication and mutual trust can significantly enhance an agency's chances of retaining business during reviews.

  The Shipyard / AdAge, 08/23/2024

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  The Shipyard named a World's Top Independent Agency for the 2nd Year

  Our independent spirit is the foundation of our agency. It shapes our beliefs, and it will define our future. We are so proud to be selected as a Campaign Magazine top indie agency for the second year.

  The Shipyard / Campaign Magazine, 07/02/2024

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  The Shipyard Acquiring Fahlgren Mortine, National Public Relations Agency of the Year

  The Shipyard, one of Adweek’s Fastest Growing Agencies nationally, has acquired Fahlgren Mortine – one of the top 20 firms in the nation (O’Dwyer’s), and the Mid-Sized Agency of the Year as designated by the Public Relations Society of America.

  The Shipyard, 05/14/2024

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  The Shipyard Named Programmatic Power Player for 4th Year

  The Shipyard was recognized for the 4th time on the prestigious AdExchanger 2024 Programmatic Power Players list, considered the Digital Marketing industry’s first searchable guide to those companies demonstrating the most progressive use of programmatic data and technologies to advance the industry as evaluated by AdExchanger’s editors from hundreds of global submissions. The Shipyard continues to be the the only integrated creative/media agency on a list composed of leaders in the AdTech, MarTech and Data sectors.

  The Shipyard / AdExchanger, 05/10/2024

Clients

About

The Shipyard builds performance-driven brands that audiences love by applying modern mindsets to established models, fueling brand and marketing decisions that are more courageous and more validated.

Our ability to align bold creativity with individual consumer motivation lets us do more than hope for brand love — we methodically engineer it throughout the consumer journey. That means we can build brand affinity and future growth while simultaneously driving current-day performance.

To put it simply, our purpose is to engineer brand love through the courageous ambitions of our clients and our people.

People

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  RICK MILENTHAL​

  CHIEF EXECUTIVE OFFICER​

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  DAVE SONDERMAN

  CHIEF CREATIVE OFFICER​

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  Nigel Carr

  CHIEF STRATEGY OFFICER

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  MATTHEW BRUOT

  CHIEF FINANCIAL OFFICER

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  LAUREN BANKS​

  VICE PRESIDENT, GROUP ACCOUNT DIRECTOR​

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  TAMMY HAUGHEY

  EVP, ACCOUNT MANAGEMENT

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  JOHN MERGEN

  CHIEF MEDIA OFFICER

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  CORI BOONE

  DIRECTOR OF RESEARCH & INSIGHTS

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  DAVID GRZELAK​

  PARTNER

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  JULIA SEBASTIAN​

  EVP, OPERATIONS​

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  LANCE PORIGOW​

  EVP, GROWTH​