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Launch of a network of independent, minority-owned, women-led agencies

By on November 22, 2021 0


A new agency network, Conspiracy Theory has just been launched to join forces with independent agencies and help streamline the collaboration process.

Veteran Advertising and Marketing Executives Zihla Salinas, Daniel Weisinger and Brick Rucker launched Conspiracy Theory with three partner agencies and a diverse management team. Conspiracy Theory’s network includes Unfold, a digital creative agency focused on entertainment brands, Mondo Robot, a Boulder-based digital products agency, and new media agency Modern Formula (MoFo). Together, the Conspiracy Theory Stores will bring together a suite of specialty services under the slogan: “Unbelievable Alone.” Powerful together.

“The organization grew out of my many years working directly with clients, in several different agencies on collaborative models that just weren’t working,” Salinas told Adweek. “I saw with my own eyes what was wrong with these models, both for the agencies and for the clients. I wanted to build an elite network of companies that were the best in their respective fields and seamlessly bring them together to deliver to clients.

Salinas continued that network partners were working together to address customer challenges while avoiding the bureaucracy and expense of traditional models. The name came after Salinas used the term “co-conspirators” at the start of the network’s formation.

The overall goal of Conspiracy Theory is to provide network agencies with the fuel they need to develop their individual expertise so that when the separate agencies come together to address client challenges, they work seamlessly.

Salinas noted the difficulty for small independent stores to compete with larger ones, especially those that are part of a holding company and have financial resources and a large pool of talent. The structure of the Conspiracy Theory network gives independent agencies a little more power.

Salinas, who has run agencies and worked for holding companies, will be the CEO of Conspiracy Theory. Previously, she served as CEO in the United States and Global Marketing Director of Engine, a full-service multimedia and marketing services company. Prior to Engine, she opened Doner’s Los Angeles office as VP, Managing Director. She has also been the SVP of Strategy and Development at MDC Partners.

“Holding companies are typically designed by people on Wall Street who are focused on selling and making margins. They didn’t sit across from the client to work with them on the modern marketing issues they face, ”Salinas said. “Conspiracy Theory celebrates creative cultures and a diverse tapestry of scholars who, while powerful on their own, come together to tackle modern business challenges as a collective. “

Salinas said it was looking for partners who specialize in slightly different services. Unfold primarily markets entertainment brands and Mondo Robot is a digital products agency, while Modern Formula takes care of media planning and buying, as well as the strategy and insight that helps drive it.

“While all of the conspiracy theory partners work in the digital space, they have unique skills. But sometimes their clients need something that is a little beyond their expertise. This is where the network comes in: we will bring all of our clients in this way by introducing them to our partner agencies, and we will offer them as resources when we present new business, ”said Salinas.

Unfold, founded in 2012 by Conspiracy Theory co-founders Daniel Weisinger and Brick Rucker, is a social AOR for Starz, MGM, Hulu, Roku Originals and Warner Bros. Home Entertainment. He also deepened his relationships with existing clients, such as Disney, HBO Max, Activision and Ubisoft. Mondo Robot has created apps, websites, and experiences for Microsoft, Comcast, Nvidia, Fastaff, and the Michael J. Fox Foundation.

Ready to grow in the future

Conspiracy Theory is designed to work with clients as a single agency, as multiple agencies, or at a network level, according to Salinas. Client preference and the particular challenge each agency is trying to solve determines the lead.

“Because we are all complementary services, we inherently know when to partner up to add services to our clients and have a flexible model that minimizes bureaucracy and waste. Customers get more solutions and less overhead, ”Salinas said.

Conspiracy Theory plans to expand in the future, adding more agencies through strategic partnerships and acquisitions. The goal is not to be the largest network or a holding company, but to celebrate creative cultures through a diverse mix of specialists to tackle modern business challenges.

“I understand the ups and downs of this business and can offer practical help on how to grow like wildfire and weather storms when needed. I’m playing the long game, ”Salinas said. “We will always strive to maintain our independence and our flat structure, because this is the best thing for our clients and our partner agencies. “