Forward: Oxford Road was born on the 4th of July, 2013. What follows is a gently updated document referred to as our, “Founding Letter”. This was my way of introducing our newborn agency to the world and making clear the principles for which we stand. Five years later, our little startup agency is now a leader in our field. We have launched 9 of the top 20 advertisers in the Podcast universe, ranked #398 on the Inc 500, and successfully helped 10 companies become or maintain the classification of “Unicorns” through launching performance marketing efforts on Podcast, Radio, and TV. Our strategic position stems from a strong foundation of offerings in Media, Messaging, and Measurement. Our proprietary methodology for generating, scoring and optimizing ad copy, Audiolytics™ is the most advanced in our field. Oxford Road enjoys a diverse client base of innovative brands that are all products or services we believe in and would use ourselves. Through this we have a united organization that provides meaningful value in the marketplace, but also for the individuals and families who depend on it, as well as the charities we have been able to support. Five years later, many of our circumstances have changed. But our core values remain consistent. We exist to serve people through performance.
Thank you all for helping us get to where we are today. I hope you are able to live out the same purpose in your own life and enjoy the fruits of your labor in the way that Oxford Road has done for me. Happy birthday, America. Long live Oxford Road.
Written by Dan Granger
July 4, 2013
“The secret to career happiness is to get paid to do that thing that made you weird as a kid.”
Not sure who said it, but I really like that one.
Every business is in some way, a fractal of its founder. So it’s good you should know a bit about me.
I grew up in a suburb of Detroit, on a street called Oxford Road. It was my incubator. Winters below zero with snow measured in feet. Golden Septembers that would make a Californian jealous. I did a show on public access TV when I was six and had a poem published in our local newspaper at 10. I had a sometimes controversial opinion column in high school and some of my articles caused protests. I always loved media. Not for its ability to report about people’s actions, but for its ability to cause them. Small wonder I fell into advertising.
My street, Oxford Road, was where I learned I could make decisions to ruin my own life or influence others to ruin theirs. It was also where I learned I could lead people and inspire them to be a force for good and they could inspire me in the same way. I tested everything. I learned. I worked. I optimized and I grew.
I built some relationships on that street that are standing strong today. To me, that’s what really matters. We start with our best guess at how to do things and by hard knocks we learn how to do them better. During the growth process, we form relationships that never end. As an advertising agency we value people. Our relationships within our organization and our relationships with our clients and partners are important. As are our relationships with our clients’ customers. Our ability to connect with our clients’ customers is the real measure of the value we bring.
Our Agency is here to provide a platform for growth. Advertising done well will do one of two things: help a good business succeed faster or help a bad business fail faster. We look for companies that are changing the world with their products and services, that we can believe in and that we will use, and recommend to people we care about. If they believe in us, we find ambassadors in all walks of life to advocate for our clients to their tribes. We influence the Influencers, then we optimize and scale our messages to the masses. If we treat the audience well, we will be successful. If not, we deserve to fail.
We believe firmly in accountability. Don’t judge us by Cost Per Point. Don’t count how many sporting events we take you to or big nights on the town. You won’t be impressed. Our job is to get you more customers at a price you can afford, over and over again. We don’t value branding, creativity, or industry awards above real customers taking action. Your sales and profit are our primary goal and focus. We obsess over it.
We scrutinize over every detail. We err on the side of overworking. When we hit a goal, it means we can do better. We will not stop until the world knows you, trusts you, and gives you their money.
When it comes to your product or service, we subscribe to Ogilvy’s “We sell or else” philosophy. And we don’t offer transparency in advertising performance as a suggestion. We demand it. Hold us accountable and watch what we do.
As we demand innovation for the clients we work with, we demand the same for ourselves. If we look and sound like other agencies, slap us. We’re going to do things differently here.
Oxford Road is a path. We want your business to benefit from our quirks, our scars, and our character.
I hope you’ll take a stroll with us.
CEO & Founder