What Agencies Can Learn From Ryan Reynolds’ Investments in Aviation Gin and Mint Mobile

Shops with a literal stake in their clients’ success reap long-term benefits

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Ryan Reynolds’ brands Mint Mobile and Aviation American Gin have no plans to launch a creative agency review. The companies can skip the cost and the hassle—probably forever—because Reynolds is the creative director of both of their creative AOR, Maximum Effort.

With the actor at the center of the relationship between brands and agency, Mint and Aviation’s relationship with Maximum Effort stands out in an environment where agencies want to get closer to their clients.

To forge tighter bonds that hopefully lead to longer partnerships, some agencies co-locate with clients, send emails from their domains or even gain security access to their office buildings and proprietary data.



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