With More B2B Brands Seeking Out Creativity, Agencies Are Driving Growth With B2B Clients

Some agencies attribute their significant revenue growth to the onslaught of B2B work

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Jonathan Balck, managing director of Boston-based creative agency Colossus, didn’t start his business with B2B work in mind.

Founded in 2020 during the Covid-19 pandemic, Colossus worked with consumer brands like Jack Daniel’s and Best Buy before it made a pitch for Athenahealth—a cloud-based network services provider for health care companies.

Marketing in Athenahealth’s category was homogenous, and Colossus wanted to speak to buyers with “hearts that beat and minds that have emotion.” 

It won Athenahealth’s business from incumbent MullenLowe with work so compelling that Athenahealth’s then-CMO Simon Mouyal referred Colossus to ZoomInfo CMO Bryan Law.




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This story first appeared in the Feb. 20, 2024, issue of Adweek magazine. Click here to subscribe.