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Hawke Media: The Anti-Agency Revolutionizing Marketing
Hawke Media disrupted the agency world with a simple idea: à la carte marketing services with no long-term contracts. Founded in 2014 by Erik Huberman, they've grown from a small Santa Monica startup to a marketing powerhouse managing over $2.9B in client revenue annually.
The Origin Story: Scratching Their Own Itch
Erik Huberman founded Hawke Media after experiencing frustration with traditional agencies while running e-commerce businesses. "Agencies wanted $20,000 retainers and 12-month contracts. As an entrepreneur, I couldn't stomach that risk," Huberman recalls.
In 2014, he launched Hawke Media with a revolutionary model: à la carte marketing services with no long-term contracts. As COO Tony Delmercado puts it: "We're basically the anti-agency agency. We took everything annoying about traditional agencies and did the opposite."
The "Outsourced CMO" Model That Changed Everything
Flexible Expertise
Need a Facebook ads specialist for just 3 months? Done. Want an email marketing wizard for 10 hours a week? No problem.
Cost-Effective Solution
"Most businesses don't need—or can't afford—a full-time CMO making $300K plus benefits. But they still need that expertise."
Scale On Demand
Clients can scale services up or down monthly based on needs and budget—much like how Airbnb disrupted hotels with flexible options.
The "Navy SEAL" Growth Strategy
Specialized Teams
Email marketers only do email. Paid social experts only do paid social.
Precision Execution
"We drop in, execute the mission with precision, and adapt as needed."
Pandemic-Proof
While agencies laid off staff during COVID, Hawke was hiring.
The Bootstrap Mentality
$0
Outside Funding
"Every bit of our growth came from reinvesting profits."
100%
Self-Funded
Similar to Mailchimp's path to a $12B valuation without VC money.
7
Starting Team
Began with just 7 employees in 2014, growing to over 250 by 2025.
Culture as a Growth Engine
Hawke's headquarters looks more like a tech startup than a marketing agency—complete with a basketball court, yoga studio, and beer on tap. This culture "attracts top talent looking to escape the 80-hour agency workweek meat grinder," resulting in low turnover in an industry notorious for high churn.
Building a Brand Through Education
Hawke Media University
Comprehensive educational platform for marketing knowledge
Educational Resources
Hundreds of freely available marketing guides and frameworks
Hawke's Nest Podcast
Popular show featuring marketing insights and entrepreneurial stories
Radical Transparency
Openly publishing strategies that other agencies guard as "secrets"
Client Acquisition: The "Land and Expand" Approach
Expansion
60% add more services within 6 months
Deliver Results
Prove value with measurable outcomes
Low Barrier Entry
Start with small project, no contracts
This approach has attracted clients ranging from startups to household names like Red Bull, Verizon, and the Los Angeles Lakers. Their flexible model works for both scrappy startups and established enterprises looking to innovate without bureaucracy.
🧠 Takeaways for Aspiring Agencies
Flexibility Wins
Customizable service models without long-term contracts attract diverse clients seeking specialized expertise.
Thought Leadership Matters
Sharing knowledge through educational content builds authority and generates inbound interest.
Community is Key
Engaging clients beyond transactions creates advocates who refer and expand their own business.
Adaptability is Crucial
Embracing industry shifts and market challenges fuels innovation and sustainable growth.
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