MuteSix: Our Transformation Story

MuteSix: Our Transformation Story

Over the last 18 months, MuteSix has experienced a genuine transformation, building strong momentum for the future.

The digital performance agency that once put itself on the map for its best-in-class paid social and search solutions has evolved into an omnichannel performance agency skilled at addressing both brand and demand. 

To know where we’re going, it’s equally as important to consider the driving forces behind this transformation.

New Consumer Realities

Consumer behavior is changing faster than ever before, and businesses are unable to keep up with the pace of change.

I joined MuteSix as President in 2022 — three years after we were acquired by dentsu. They inherited MuteSix’s successful track record of driving revenue growth and performance-marketing metrics for smaller DTC brands, but our agency wasn’t quite ready yet to address new market realities.

Unlike the pandemic days, store doors are open again, and hybrid buying behaviors are the new normal. Brands need a strategy for the current omni-realities. They need a unified vision and an agency who can elevate beyond lower-funnel performance tactics.

So, I decided MuteSix would make changes to propel us and our clients into the next chapter of growth.

Our performance-marketing DNA is now supported by best-in-class analytics and measurement solutions, and full-funnel creative capabilities alongside network-leading adoption of AI-powered tools across performance channels. This further reinforces MuteSix’s readiness to help brands navigate the new consumer and market realities.

Business Transformation

To bring new value to our clients and meaningful, sustainable growth, we transformed MuteSix into an end-to-end 360° solutions organization, identifying the root cause of business problems and attacking them head-on. It’s an agile business model that delivers results, ultimately taking brands to new heights.

Our growth revolves around these key points:

• Divest from short-term collaborations to building lasting, long-term partnerships with brands.

• Media in isolation does not perform over time and is only part of the solution.

• Creative is the performance multiplier — a fact that’s unquestionably true and empirically proven.

• We lead Meta and Google with automated, AI-powered solutions and the belief that Media is commoditized.

• “Set it and forget it” strategies often fail. Instead, our Growth Strategists focus on real-time growth strategies that are tested and continuously rewritten.

• Consumers are multifaceted and can’t be fully captured by static personas, profiles, or datasets.

• Continuous creative testing into consumers’ drivers and motivators doesn’t have to be expensive or time-consuming.

• The continuous removal of third-party cookies may also make it harder to measure the effectiveness of advertising and accurately attribute conversions. Our Data Scientists have built reliable data tools to track users across channels and touchpoints and navigate in a cookieless world. 

Culture Transformation

We just opened the chapter of MuteSix’s new working culture: renewed organizational energy, a wider aperture, and de-siloed teams operating fluidly. Our newly defined core values lay out the direction ahead:

Shared Accountability. There’s collaboration in every corner. Our teams work together fluidly to identify the root cause of problems and get to alignment quickly on solutions and outcomes.

Collaborative Innovation. The aperture is wider than a single channel. Perspectives across the entire agency and at all levels are welcomed, heard, and appreciated, leading to greater communication and creativity. 

Impactful Elevation. We work to empower and lift each other up as a team in a kind and respectful way. This is non-negotiable.

New Beginnings

Leading MuteSix through this transformation journey has arguably been the hardest and most important work in my career. It drove my professional growth as a business leader while simultaneously stretching my personal growth as a human being.

Thoughts I reflect on at the end of each day: rewards take time, grit, and understanding, and transformational work isn’t for the faint of heart. Restoring a business brick by brick takes time and patience, and I have so much respect for my team at MuteSix who have helped drive this change forward.

J