Lessons Learned over 10 Years of Entrepreneurship

In December of 2013, a few colleagues and I launched Coegi and set out on a journey fueled by a vision—to become a trusted, transparent, and comprehensive programmatic partner for independent agencies. Little did we know that this vision would not only shape the trajectory of our company but also define our identity in the dynamic world of digital media and marketing. As we wrap up 10 years at Coegi I wanted to look back at how we got here and reflect on some of the lessons we learned as a way to express gratitude for those that have supported us and to even share some insight for others who may embark on a similar journey.

The Early Years: Establishing Our Value and Managing Growth

Without the safety net of debt or venture capital, we confronted challenges head-on, delving into issues that many in the digital realm were yet to discuss—viewability, vanity metrics, and ad fraud. Securing 'anchor clients' in our first year and embracing cutting-edge ad technology laid the foundation for our exponential growth. It wasn't always smooth sailing, but each stumble taught us invaluable lessons. Within four years, our team of five had grown almost sixfold, earning recognition from industry trade organizations.

Important lessons from this phase:

• Having a strong vision from the start and remain focused on achieving it - stay the course.
• The implementation of operational processes is vital early on in order to achieve scalable growth.
• Occasionally you need to take a step back to foster continued innovation.

The Middle Years: Transforming into a Full-Service Digital Media Partner

As the landscape evolved, so did we. Transitioning into a full-funnel media and marketing company, we responded to the needs of our agency clients, offering not just digital media execution but also strategic and customer support services. As brands brought more marketing in-house, we seamlessly became an extension of their teams.

Pioneering moves into CTV/OTT and DOOH, alongside investments in data partnerships and leading platforms, showcased our commitment to staying ahead of industry shifts. Then, the pandemic hit. Despite the uncertainties, our commitment to retaining staff proved pivotal as we experienced a remarkable 44% growth. However, the heavy workload during the 'new normal' led to burnout among some team members, prompting introspection during the Great Resignation.

Important lessons from this phase:

• You cannot rest on your laurels; you must continue to innovate to remain relevant.
• There are going to be times when things are just hard. Instilling grit and determination into the company's ethos ensures you emerge stronger from those times.
• Always listen to your people.

The Last 3 Years: A Fully Integrated Digital Media and Marketing Company

The recent years have been gratifying, including global recognition by Adweek and AdExchanger among others. The accolade that has resonated the most, however, is being named one of Inc.'s Best Workplaces for 2023 across all industries. Firmly grounded in our identity, we've honed our vision to be the premier digital media and marketing company in the US, catering to global, national, and regional brands and marketers.

Our commitment is encapsulated in our vision statement – To be a model of trusted and nimble partnership delivering innovative, business outcome-based solutions. Paramount to our success is the growth, success, and diversity of our employees, empowering them to excel for the benefit of our clients.

Important lessons from this phase:

• Create a clear roadmap to reach company goals and communicate it across the organization.
• Invest in employee development and training.
• Empower your company to embrace change.

In closing, I extend heartfelt gratitude to the individuals who've been part of this incredible journey – our current and past staff. Your dedication, resilience, and innovation have been the driving forces behind our success. In the face of challenges, you've exemplified the spirit that defines Coegi.

To my readers, clients, and potential partners, I invite you to be part of our story. As we reflect on our growth, we recognize the power of collaboration in the dynamic digital landscape. Whether you're an entrepreneur, a client seeking a strategic partner, or someone passionate about pushing boundaries in the industry, we welcome you to connect.

Coegi’s journey continues, and the path ahead is filled with possibilities. Thank you to everyone who has contributed to our story thus far, and we look forward to shaping the future together. Let's innovate, grow, and collaborate as we navigate the exciting world of digital marketing.

Until next year,

Sean