Midsize Agency Match Up – Butler/ Till

Julia: In today’s Midsize Match-Up interview, I had the pleasure of talking with Kimberly Jones, President & CEO of Butler/Till. This group has some stand-out attributes that set them apart as a media agency, especially if you need to do local marketing at scale. But I'm getting ahead of myself! Let’s dive into how Butler/Till operates.?

Julia: Kimberly, my readers are always looking for agencies that truly understand midsize brands. What should we know about your agency??

Kimberly: Headquartered in Rochester, NY Butler/Till is a 100% employee-owned, independent, women-owned/led, and certified B Corporation marketing agency. With 300+ talented professionals and employee-owners, we deliver strategic solutions that drive measurable results.??

Our services encompass media planning and buying, campaign analytics & marketing science, creative services, proprietary tech, with specialized expertise in healthcare and hyperlocal marketing. We are especially adept at local marketing at scale for our clients.? And to that end, we have created a?hyperlocal advertising proprietary platform, BetterLocal Powered by Butler/Till.?

We’ve spent years helping clients not only refine their umbrella brand strategy but also activate their brand and revenue goals at the local level. Our expertise in making local marketing both effective and manageable is unmatched.??

What also sets us apart is our size and business structure—we are large enough to offer robust capabilities and advanced technology but agile enough to deliver personalized service and outmaneuver competitors, especially those that are holding companies.? Our employee ownership model drives a unique passion and commitment to our clients, while our B Corporation status reflects our dedication to making a positive impact on our employees, clients, and communities.??

Julia: Wow.? Bringing coordinated local marketing together as a core service is a big deal. I also love that you are employee-owned / women owned.? So tell me, what’s Butler/Till’s secret sauce when it comes to working with midsize companies??

Our "secret sauce" lies in the perfect blend of strategic expertise, agility, and a partnership-oriented approach. We understand that midsize companies often require solutions tailored to their unique challenges—we excel at driving ambitious growth goals without unnecessary complexity, empowering our clients to thrive in competitive and fast-paced markets.??

Where we excel:??

• Agility and responsiveness: Our size enables us to provide the depth of resources and advanced tools of any large agency while remaining nimble enough to adapt quickly to evolving needs.??

• Personalized attention: Every client will feel like our most important client. We build deep relationships, ensuring our strategies align with their goals and deliver maximum impact.??

• Integrated solutions: We bring together the entire patient or customer journey from media planning, buying, campaign analytics, and creative seamlessly. For midsize businesses, this holistic approach ensures we amplify every dollar spent.??

• Employee ownership: As a 100% employee-owned company, our team is fully invested in your success. This commitment drives exceptional collaboration, accountability, and results.??

• Transparent and scalable strategies: We prioritize clear communication and data-driven decisions, ensuring every campaign delivers ROI while remaining scalable as you grow. Even if your growth depends on local sites across the country profitably growing.?

Our ability to act as an extension of your team—partnering with midsize companies to fuel growth, expand market share, and achieve measurable results—is what truly sets us apart.??

Julia: That blend of agility, personalized attention, and data-driven decision-making is exactly what midsize marketing teams need to stay competitive. Can you share an example of a campaign that showcases Butler/Till’s ability to drive real impact???

A food and beverage company faced a critical challenge; increasing sales and capturing market share in the oversaturated landscape filled with fierce competition. The goal? Boost share of voice (SOV) and consumer consideration.

To achieve this, a comprehensive, multi-channel strategy was deployed, leveraging touch points such as:??

• CTV/OTT??

• Proximity-targeted Display and Video??

• Paid Social (Facebook and Instagram)??

• Online Video??

• Traditional Outdoor??

• Digital Out-of-Home (DOOH)??

Butler/Till raised to the challenge by:??

• Conducted detailed market research to uncover valuable insights.??

• Negotiated an additional value measurement component to strengthen campaign analysis.??

• Developed and executed an integrated media plan to maximize impact across channels.??

The campaign delivered transformative outcomes:??

• 1.5+ million in-market households reached within the first month.??

• $70K+ in sales generated in the first month.??

• 55%+ return on marketing investment (ROI).??

By combining hyperlocal precision with a data-driven strategy, Butler/Till helped this food and beverage company rise above the competition and achieve measurable success.??

Julia: Those are some impressive results! Hyperlocal marketing can be a game-changer, especially in competitive industries. For midsize companies looking for the right agency partner, what advice would you give them??

The midsize companies that win will choose partners who bring strategic expertise, adapt to market dynamics, leverage data-driven insights, and integrate AI with a human touch. These partners prioritize transparency, collaboration, and cultural alignment, helping businesses not just navigate complexity but turn it into a competitive advantage. More details below:??

1. Prioritize strategic alignment: Look for a partner who understands your industry and aligns with your growth goals, not just one offering transactional services. They should act as an extension of your team, tailoring strategies to your unique needs.??
2. Embrace data-driven decision-making: Analytics should be at the core of any partnership. Ensure your partner can go beyond surface-level vanity metrics to provide actionable insights that inform strategy, optimize campaigns, and drive measurable ROI.??
3. Invest wisely in AI and technology: Artificial intelligence and advanced tools can supercharge efficiency and effectiveness—but they’re only as valuable as the expertise behind them. Choose a partner who integrates AI thoughtfully and enhances it with human insight.??
4. Stay agile in a dynamic marketplace: Today’s media landscape is constantly evolving. Your partner should be adaptable and proactive, equipped to pivot strategies quickly in response to market shifts or consumer behavior trends.??
5. Be clear about budget prioritization: It’s not just about how much you spend but where and how you allocate resources. A great partner will help you prioritize efforts, focusing on the channels and tactics that yield the greatest return.?Bigger budgets do not always equate to better results—smarter strategies do.?
6. Look for transparency and collaboration: Choose a partner who values open communication and collaboration. They should provide clarity around strategy, spending, and results—and involve you as a true partner in decision-making.??
7. Evaluate cultural add: Choose a partner that goes beyond just fitting into your culture—they bring a cultural add, offering fresh perspectives and new ideas that challenge the status quo while enhancing your team’s strengths.??

A strong partner will help midsize companies navigate complexity, capitalize on opportunities, and position themselves for sustainable growth drivers in an ever-changing marketplace.??

Julia: That’s great advice—finding a partner that can integrate data, technology, and a strategic mindset while staying adaptable is key. Kimberly, Butler/Till’s employee-owned model, transparency, and expertise in media strategy make it a powerful ally for midsize brands looking to scale. I officially certify Butler/Till as a Midsize Match-Up!?

For those wanting to connect with Kimberly, you can reach her at [email protected] or visit Butler/Till’s website to learn more.?