The Rise of Specialized Media Agency: Swell Media
By Michael Bürgi • February 14, 2024 • 3 min read •
Introducing Swell Media, a standalone full-funnel shop that emerged from the reconfiguration of Meet the People, a collective of agencies aiming to replicate a mini-holding company structure without the traditional conflicts of interest. This strategic move exemplifies a larger trend of soft rebundling observed across the landscape of independent agencies.
Swell Media, formerly part of Saltwater Collective before being folded back into the parent agency in 2018, has now been revitalized as an independent service within Meet the People (MTP). This move not only provides MTP’s agencies and clients with access to specialized media expertise but also aims to expand and diversify Swell’s clientele.
According to Tim Ringel, CEO of MTP, the decision to create Swell Media was driven by the market demand for specialized services without the added complexities of coordinating across multiple agencies. This strategic shift allows MTP to cater to both large brands seeking specialized solutions and midsize brands looking for more generalized support.
Under the leadership of Joseph McConellogue, who brings significant experience from leading media agencies under WPP and IPG, Swell Media is positioned to capitalize on the opportunities present within the MTP portfolio. Focused on key areas such as financial services, e-commerce, healthcare, and B2B, Swell Media offers a comprehensive suite of media strategies ranging from traditional buying to performance-driven digital solutions.
Ringel revealed that MTP’s esteemed client roster includes industry giants such as IBM, Google, LVMH, and Spectrum, while Swell Media caters to clients like Jacuzzi, Delta Dental, and Komodo Health. With ambitious growth targets in mind, Ringel projects Swell Media’s revenue to double in the upcoming year, showcasing the agency’s commitment to delivering value and results to its expanding client base.