Two Birthdays, Two Revolutions

Oxford Road, the commercial enterprise behind The Influencer, was born on July 4th, 2013. Staying true to our roots is an important value around here, so we’ve made a tradition of reprinting what is known as our Founding Letter each year at this time. What is most staggering to me is that while the founding principles have stayed the same, so much has changed in this industry. 

In 2013, we stood at the intersection of both the Podcast and Direct Brand revolutions. Timing our efforts in accordance with the convergence of these two forces allowed us to become one of the top Performance Audio agencies in the country. As we enter our seventh year of operation, we now stand with you on the precipice of another wave of technological disruption. This time, even greater than before and at a scale not seen since the early days of the internet. 

With the reimagining of industries through capabilities coming with 5G everywhere, the world as we know it is about to fundamentally change. As all technology becomes smarter and more interconnected, smart speaker technology and voice connected internet will fundamentally change the way we engage with the physical and non-physical worlds. At Oxford Road, and with The Influencer, we could not be more optimistic about the opportunities this will afford our partners and us—and we are ready to embrace the change. It is as if a new world has just been discovered, and now is the time to decide what we will make of it. 

As we take time to celebrate the birth of America—with its quirks, its scars and its character—let us remember that the best is yet to come. As for the industry changes, to utilize an oft-used saying in our publication, The Influencer will keep you apprised. 

Thank you for another year together and for the time you spend with us. As always, Influence Responsibly.


Founding Letter

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 client’s customers. Our ability to connect with our client’s 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: 1) help a good business succeed faster or 2) help a bad business fail faster. We look for companies that are changing the world with their products and services. Companies 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.


Dan Granger

CEO & Founder

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