What Agencies Can Learn From a Superstar Startup

What does it take to make a marketing hit? Sure, you can spend hundreds of thousands of dollars to coordinate a perfectly engineered and focus-group approved campaign, but even the best-laid plans can always lead to anticlimactic (or even disappointing) results. But common media logic indicates that to make a major impact with an audience, bigger is better. Right?

Wrong. There are startups launching every day that are using scrappy wits and speed to capture an audience's attention and convert viewers into customers. And you don't have to reach far back into this year to find one of the best examples of startup marketing done right: Dollar Shave Club.

Materializing out of nowhere in ear…
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