In their previous work lives, partners Deanna Backos and Lauren Maiman witnessed first-hand the frequent disconnect between marketing subcontractors working on a client account. While one agency handled advertising, another spearheaded public relations, and social media was managed in-house by someone who held an unrelated role at the company. Despite having the right people working on marketing strategy and implementation, nothing seemed to be working together.

the midnight oil group’s approach to marketing was developed from this disconnect. The agency views brands in their entirety and work to create custom solutions for clients based on their specific goals.

From startups to legacy companies, the initial approach remains consistent: build the foundation, identify goals to create a strategy, implement that strategy, and conduct ongoing management, refinement and data analysis to maintain results.