Agency of the Year

Mischief's Excellence at Brand-Building for Clients (and Itself) Makes It Adweek's 2023 US Agency of the Year

The shop's reputation for bold and effective creative work has helped it grow sustainably without constant pitching

(L. to r.) Anne Caceres-Gonzalez, director of people and culture; Jeff McCrory, CSO; Bianca Guimaraes, ecd; Greg Hahn, co-founder and CCO; Kerry McKibbin, president; Kevin Mulroy, ecd; Anna Gomez, global CFO; Will Dempster, evp, production, North America; Oliver McAteer, head of development — (L. to r.) Anne Caceres-Gonzalez, director of people and culture; Jeff McCrory, CSO; Bianca Guimaraes, ecd; Greg Hahn, co-founder and CCO; Kerry McKibbin, president; Kevin Mulroy, ecd; Anna Gomez, global CFO; Will Dempster, evp, production, North America; Oliver McAteer, head of developmentMischief

By Brittaney Kiefer

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It’s fitting that the prank that became the 2023 Super Bowl’s most memorable marketing moment came from an agency known for mischief.

After dragging viewers down rabbit holes in streaming service Tubi’s first Super Bowl ad, Mischief @ No Fixed Address had another trick up its sleeve to hijack advertising’s biggest night. When it appeared that the broadcast had returned from commercial break, the screen was seemingly taken over by someone scrolling through Tubi’s TV app to find something else to watch.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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