This Agency Uses Data and Strategy to Solve Problems for Restless Marketers

Mechanica counts Saucony and AeroLife as clients


Who (L. to r.) CEO Ted Nelson; contact strategy director Micah Donahue; founding partner, cd Jim Garaventi

What Full-service digital agency

Where Newburyport, Mass.

Ten years ago, agency veterans Ted Nelson, Libby DeLana and Jim Garaventi wanted to work on the front lines of brand development. When they realized forward-thinking brands weren't asking traditional shops to execute digital ideas, they created their own agency.  

The 25-person Newburyport, Mass., shop prides itself on helping brands solve problems by relying on strategy and data. For Saucony, the agency created a set of micro-documentaries starring Olympic athletes and cancer survivors that aimed to create emotional connections with runners while also boosting the brand from seventh to third place in the running shoe category. "We're not designed for award-winning ad campaigns," CEO and co-founder Ted Nelson said. In fact, Mechanica thinks of itself as the full-time mechanics, working on the core campaign creation and outsourcing the execution. "A client says my consumer is moving at light speed. I want to keep up with that consumer," said Nelson. "That's when we fit."

Here's a look at some of Mechanica's recent work: 


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