The Founders of This Austin Agency Wanted to Find More Soul in the Business

The team at Preacher views themselves as 'messengers'

Co-founders Krystle Loyland, CEO; Rob Baird, CCO; Seth Gaffney, chief strategy officer Alexandra Valenti

Austin agency Preacher started as a “family affair” in New York. Co-founders Krystle Loyland, Seth Gaffney and Rob Baird were together at Mother and ended up working on many projects together. The result was a camaraderie that pointed them south to the Texas capital, where they opened the agency in 2014.

“We were at a time in our careers where we wanted to find more soul in the business, and we believed that Austin would give us a ton of room to experiment,” says Loyland, who serves as Preacher’s CEO.

Today, Preacher has an enviable account roster including high-profile work for Crate and Barrel featuring Reese Witherspoon, Tommy John with Kevin Hart, and an eclectic blend of clients including Beam Suntory, The Container Store and project work for beloved Austin company Yeti. Later this month, the agency will launch its first work for ESPN’s new ACC Network.

The agency’s name is an interesting story in its own right and has its roots in the form of evangelism.

“Ultimately, we’re messengers,” says Baird, who is Preacher’s chief creative officer. “We liked the idea of spreading the good word in compelling and beautiful ways about the brands we work with.”

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This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.