Why 2024 Was This Atypical Agency’s Most Inspiring Year Yet

“If I didn't tell you we were an advertising agency, you'd be like: ‘What company is this?’.”

New York-based branding and marketing agency Six+One celebrated its 10th anniversary last year with its most successful year yet, but they wouldn’t blame you if you were unaware, explains Eric Rojas, founder and CCO.

"How does a tiny agency, only 10 years old, help build brands that sold for $6.4 billion? Seriously, how? We ask ourselves that all the time. Especially since most people haven’t even heard of us. 

Above: Founder and CCO, Eric Rojas

“But here we are; 26 start-ups launched, a documentary [‘Chicago: America’s Hidden War’] that sold out nationwide and got onto the Academy Awards’ 'For Your Consideration' list, $2.5 million worth of clothes donated to the homeless, and 10,000 organisations inspired to stand against gun violence.

“We don’t fit the mould of a traditional ad agency - and that’s what I love about us."

Six+One’s work is split roughly into 40% branding, 40% advertising and 20% production, and has worked extensively in bringing new CPG brands to market. But, if you can’t tell already, they “aren’t your typical agency,” says Eric, “and we’re not trying to be.”

Above: The Six+One team

"True success isn’t measured by the money we make but by the impact we create and the integrity we uphold," he adds. " When we prioritise doing the right thing – making a real difference, driving meaningful change, and approaching our work with pride and purpose – the rewards naturally follow. The goal isn’t just to succeed but to do so in a way that allows us to hold our heads high, knowing we’ve enriched lives and built something lasting without ever cutting corners." 

This was never more true than during 2024; a year that saw the agency triple its revenue, gain 50% more staff, expand its production capabilities and launch seven new brands, on top of existing client work. 

At the start of the year, the company was operating at a 70 - 30% split between project and retainer work, respectively. “Because of that, we were kind of running on a hamster wheel, to be honest,” says Eric. Catalysed by this, the team built a strategy to reverse these proportions throughout the following 12 months. They set about approaching existing clients with whom they’d built equity and suggested working on a retainer model instead. By the end of 2024, the shift had been achieved.

In addition, Six+One’s client of seven years, Spectrum, approached the agency for expanded work in 2024, including a national rebrand that “really helped to bring it over the top.” While the telecommunications brand isn’t a retainer client, this long-term partner has established a strong rhythm with the agency. Spectrum has leveraged Six+One’s expertise for more niche initiatives, such as campaigns targeted at gamers, people moving house, and authentic, real-life stories.

Above: Six+One's train wrap for Spectrum

“Our clients see us as more than just a branding agency that creates visually compelling work. They view us as strategic partners who not only help them connect with their audience but also disrupt the market for good. By combining innovative advertising and marketing strategies with a deep focus on results, we drive meaningful business growth. It’s not just about looking or sounding good – it’s about delivering real, transformative outcomes that have a lasting impact on their bottom line.”

Eric tethers much of the agency’s success to a singular focus on “disrupting for good” - the culture behind Six+One’s work, which aims to ‘reinvent brands, redefine categories and reshape culture’. But only with brands aligned with at least one of those three targets, says Eric.

"In a world where every dollar seems like an opportunity, we’ve chosen to turn down brands that don't quite vibe with who we are. It wasn’t about the money – it was about protecting our identity. We weren’t looking for just any client; we were looking for the right kind of chaos to work with. And guess what? The proof is in the pudding – or in this case, the amazing clients we now have. We've built our success on staying true to what we believe in, and let’s just say, our ‘no’ turned out to be the best ‘yes’ we ever made."

One of these brands that has shaped the agency over the last six years has been the Wildlife Conservation Society (WCS), which manages the Bronx Zoo and New York Aquarium. The partnership with the iconic New York landmarks has been the longest-running in its 125yr history – a milestone that Six + One helped them celebrate before the partnership came to a close at the end of the year.

“Last year, we delivered a 2x return on their ad spend,” he shares. “We helped them to push the notion of being not just a zoo, but an institution in New York City. They're synonymous with New York; when you think of New York, you think of the Bronx Zoo.

“In 125 years they hadn’t had an agency for more than three years, and we had six,” he adds. “Spectrum has been with us for seven years now, and the zoo was with us for six – for a small agency to retain clients like that for such a long time, I think it speaks volumes.” And having grown by half its size from the start of 2024, ensuring Six+One’s people are also right for the agency has been just as vital. 

When hiring last year, Eric emphasised three qualities: excellence, generosity and relationships  –  seeking people who can work cohesively with each other and the company’s philosophy. “'I’m not asking you to come over for dinner,” he jokes, “but I'm asking that we're more intentional about our relationship. It's not just a give-and-take work [dynamic], but it's connecting on a more ‘emotional’ level, per se.”

He continues, “The people working at Six + One aren't here just because they want to do great work, but because they want to make a difference. And when people have more reason than a paycheck to go to work, they're more inclined to do more for the growth, wealth and health of the agency. 

“Building something bigger than ourselves is like making the ultimate pot of coffee – it takes a team, a whole lot of energy, and a dash of chaos,” he adds. “When we roll up our sleeves, grab that oversized mug, and dive into the trenches together, we’re not just getting things done – we’re forming a bond stronger than any caffeine buzz. After all, real success isn’t about being a solo hero; it’s about how we all come together, making each other’s efforts twice as powerful, and probably a little more caffeinated."

Above: Branding work for LYX

Six+One hasn’t just been bringing people together internally, either. Another of its most significant projects of 2024 was its continued branding of Hudson Square, the area of Manhattan the agency calls home. The second year of this relationship, 2024 saw Disney and Google move their headquarters to the district. “I’ve been in this neighborhood for over 15 years and it’s been exciting to see it grow the way it's grown,” says Eric. “We love the idea of reshaping culture, the notion of not just selling a product, but driving people to a place, building a sense of place and encouraging others to come.” 

To compete with four well-known neighbours, the West Village, Tribeca, SoHo and Chelsea, he explains that the team came up with the idea: ‘Making It in Hudson Square’. “Hudson Square is redefining what it means to thrive in a modern, creative district. Our vision, encapsulated in this phrase, carries a dual significance. On one hand, it highlights our role as a hub for innovation in technology and advertising, with ideas and creations that extend far beyond our boundaries. On the other, it speaks directly to the next generation of professionals – gen z and millennials – who are shaping their careers here. For them, Hudson Square represents a place where ambition meets opportunity, where they can establish themselves, showcase their talents, and truly ‘make it’.” 

Prioritising advertising that enhances the area, Eric and the team have increased community engagement, helping Hudson Square become a hotspot for big tech, small businesses and Michelin-starred restaurants alike. With the likes of Disney, Cava and restaurant César all moving in, they’ve seen a 100% increase year-on-year in new business openings. 

To promote local businesses and give a sense of pride for the area, the team has written funny quips on banners and garbage bins – ‘Leave SoHo to the tourists’, ‘Gooiest cookies below’ – highlighting the retail stores and local character. And further supporting their local vicinity, and New York City more widely, the team was also committed to several charitable initiatives in 2024. 

For the Institute of Community Living (ICL), Six + One created and produced ‘Coffee on Us’, a campaign to destigmatise mental illness and societal challenges like homelessness by facilitating conversations in a coffee shop. “People getting their morning cup of Joe could see a person with a sign that said, ‘I was a drug addict - ask me anything’, or ‘I have PTSD’, or ‘I have schizophrenia’, and we bought a cup of coffee for anyone who wanted to sit down with them,” explains Eric. ”People stopped seeing them as a statistic, and they started asking them real questions about who they are, what their challenges were… Hopefully it made people rethink the way that they see people on the street.”

Another non-profit initiative was Six + One’s very own. Founded five years ago, ‘For the Greater Hood’ seeks to give homeless people dignity through a one-on-one, 45-minute clothes ‘shopping’ experience. The apparel is all donated by brands and provides three new outfits free-of-charge for each member of the families that use the service. In 2024 alone, ‘For the Greater Hood’ distributed over 10,000 items of clothing to over 700 guests, totalling to over $2.5 million worth of clothes and 17,000 people helped since its inception.

So whether in its work for existing – and growing – client relationships like Spectrum, in its locational branding work, or its charitable work giving back to the community, it’s clear that 2024 was this atypical agency’s greatest year thus far. And while revenue has tripled and the agency has grown, it’s evidently not just the brands, Eric and Six+One that felt the ‘good’ from their disruption. 

“Our goal is to inspire meaningful change,” says Eric. “It’s not just about delivering great work; it’s about making a lasting impact. Whether it’s reimagining how a brand positions itself, transforming the way we engage with clients, or redefining how we contribute to the world, the aim is to challenge conventional thinking. I believe in disruption with purpose – shifting perceptions and driving progress.”