Butler/Till

What Butler/Till does

Butler/Till is an independent, 100% employee-owned (ESOP since 2015), women-owned/led, Certified B Corporation marketing agency headquartered in Rochester, NY, founded in 1998 and operating with 300+ employee-owners. The firm serves enterprise and mid-market clients across four primary verticals — Healthcare & Life Sciences (the lead vertical with 25+ years of expertise and a roster including Pfizer, Bristol Myers Squibb, Amgen, Hologic, Bausch Health, Jazz Pharmaceuticals, Salix, and Grail), Financial Services & Insurance, Beverage & Alcohol, and Franchise/Multi-Location brands. The agency operates a platform-plus-modules architecture spanning Media, Campaign Analytics & Marketing Science, Creative Services, and Proprietary Technology, with nine proprietary technology modules (SIM, Edge, Element, Helix, Conditions Marketplace, BetterLocal, Rx360, Quality Index, and an agentic AI layer) plus a deep integration stack across Tier-1 platforms including PubMatic, Google, The Trade Desk, Amazon, Meta, Crossix/Veeva, PulsePoint, and DoubleVerify.

Revenue is generated on a professional services basis through negotiated multi-year client engagements that combine agency fees, media commissions, and retainer arrangements; pricing is not publicly disclosed. Go-to-market is sales-led direct enterprise engagement, supplemented by event-driven demand generation at industry conferences (Cannes, IAB NewFronts, MAICON, Reuters Pharma USA, Healthcare Trends & Insights Day). Distribution leverages a PubMatic Agentic AI Acceleration Program partnership and a hyperlocal BetterLocal channel for franchise and multi-location brands. The firm does not currently disclose revenue; scale indicators (one of the largest independent US agencies post-Digital Hyve, $100M+ localized media under management, 4B+ local impressions, 115+ healthcare brand campaigns, and an 87% longer-than-average client tenure) support an implied revenue range in the $100M-$250M band. Strategic positioning emphasizes independent ownership, radical collaboration with clients, and early-mover adoption of agentic AI in programmatic media buying.

Name

Butler/Till

Legal name

Butler/Till

Website

https://butlertill.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Butler/Till is an independent, 100% employee-owned marketing agency providing integrated media, analytics, creative, and proprietary technology services to enterprise clients across healthcare, financial services, beverage/alcohol, and franchise verticals from its Rochester, NY headquarters.

Ownership category

akta.pro rank

Product category

Marketing Agency Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Marketing agency services
• Programmatic media buying
• Healthcare marketing
• Campaign analytics
• Hyperlocal marketing

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Marketing Agency Services: Butler/Till operates as a full-service marketing agency generating revenue through client engagements across media planning and buying, campaign analytics, creative services, and proprietary technology implementation. Revenue is derived from agency fees, media commissions, and professional service retainer arrangements for enterprise and mid-market clients in healthcare, financial services, beverage/alcohol, and franchise sectors.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Butler/Till is a full-service B2B marketing agency that plans, buys, and optimizes media across paid, owned, and earned channels, supported by in-house campaign analytics, creative services, and a suite of proprietary technology modules. Its four capability pillars are Media, Campaign Analytics & Marketing Science, Creative Services, and Proprietary Tech, with specialized offerings in healthcare marketing (Rx360, Quality Index) and hyperlocal multi-location activation (BetterLocal). The agency differentiates through ESOP ownership, vertical specialization in healthcare, financial services, beverage/alcohol, and franchise sectors, and early-mover adoption of agentic AI media buying.

Product overview

Butler/Till is a results-driven marketing agency operating as a unified platform-plus-modules architecture. The core offering spans Media, Campaign Analytics & Marketing Science, Creative Services, and Proprietary Technology. The proprietary tech stack is built around five key modules: SIM (scenario forecasting), Edge (competitive intelligence), Element (strategic planning framework), Helix (persona clustering), and Conditions Marketplace (programmatic optimization). Additional specialized modules include BetterLocal (hyperlocal marketing), Rx360 (healthcare audience quality), and Quality Index (MFA protection). The agency differentiates through vertical expertise in Healthcare, Financial Services, BevAlc, and Franchise sectors, combining human strategic expertise with AI-powered automation and autonomous agent capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Services Integrated media planning and buying service across programmatic, CTV, paid social, search, audio, and traditional channels, including supply-side curation and agentic AI media execution for enterprise and mid-market clients.
• Campaign Analytics & Marketing Science Analytics and marketing science service applying advanced statistical modeling and machine learning to lift analysis, attribution, predictive modeling, segmentation, and behavioral analysis for client campaigns.
• Creative Services Paid, earned, and owned creative services spanning strategy, campaign creative, video and audio production, infographics, copywriting, and content marketing to bridge media and analytics.
• Healthcare Marketing Services Specialized healthcare marketing offering covering pharmaceutical brand launches, HCP/NPI-level targeting, point-of-care advertising, patient journey mapping, omnichannel orchestration, and HIPAA-aware campaign execution across 30+ therapeutic areas.
• BetterLocal Hyperlocal Marketing Platform Hyperlocal marketing platform and managed service for multi-location brands, franchise networks, financial services branches, and insurance agent networks, managing $100M+ in localized media and 4B+ local impressions with 400K+ deployed creatives.

Quantifiable outcome

• 5.5x reduction in buy-side supply chain costs achieved in first agentic media buying campaign with PubMatic for Geloso Beverage Group
• +10 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature9 records

Partnerships

15 partnerships are on record, tiered core and minor.

• PulsePointcoreTechnology or Integration · 23 June 2026Early development partner for PulsePoint's Ad Server Creative ID Reporting capability that connects ad server creative data to individual physician-level (NPI) insights. Butler/Till piloted the capability to enable true omnichannel personalization and segment messaging at the provider level, integrating with Google Campaign Manager 360 and PulsePoint's Report Builder.
• DoubleVerifycoreTechnology or Integration · 17 June 2026Butler/Till participated in developing DoubleVerify's DV Neura agentic advertising workflows, contributing to AI-powered campaign verification and optimization capabilities within DoubleVerify's media quality platform.
• PubMaticcoreTechnology or Integration · 5 January 2026Butler/Till is an early launch partner for PubMatic's AgenticOS platform, enabling autonomous agent-to-agent programmatic advertising. The partnership enabled the industry's first fully autonomous end-to-end agentic media buying campaign for Geloso Beverage Group in December 2025, achieving 5.5x reduction in supply chain costs. Butler/Till also participated in PubMatic's Agentic AI Acceleration Program and early December 2025 CTV campaign using AdCP-enabled agentic AI technology.
• SWYM.AIcoreStrategic or Co-development Partner · 18 December 2025Strategic partnership with SWYM.AI to redefine media curation through AI-powered SelfCurate platform. The collaboration enables Butler/Till to move beyond static supply lists to a dynamic ecosystem that learns and adapts in real time, providing clients with campaigns that launch faster, perform stronger, and evolve continuously through real-time optimization.
• YahoocoreTechnology or IntegrationButler/Till worked directly with Yahoo's seller agents to source inventory at lower-than-expected CPMs as part of its agentic media buying capabilities, positioning Butler/Till as the first agency to complete an agentic media buy through multiple seller agent platforms.
• GooglecoreStrategic or Co-development PartnerStrategic partnership with Google as a Certified B Corporation sharing values around sustainable business transformation, technology innovation, and inclusivity. Butler/Till works with Google's advertising and technology platforms including Google Ads, Google Campaign Manager 360, and Google Business Profile integration.
• AmazoncoreStrategic or Co-development PartnerStrategic partnership with Amazon for advertising and streaming technology integration. Butler/Till works with Amazon Ads, Amazon DSP, and Amazon's streaming platforms for programmatic advertising and CTV campaigns.
• The Trade DeskcoreTechnology or IntegrationTechnology partnership with The Trade Desk (TTD) for programmatic advertising. Butler/Till participates in TTD's FWD healthcare events and leverages the Trade Desk's demand-side platform for campaign execution.
• Meta (Facebook/Instagram)coreTechnology or IntegrationPartnership with Meta for social advertising and lead generation campaigns, including Meta Instant Forms that enabled healthcare client to increase form completions from 76 to 5,772.
• ForresterminorStrategic or Co-development PartnerStrategic research and advisory partnership for industry insights and marketing strategy development.
• IAB Tech LabminorStrategic or Co-development PartnerIndustry standards partnership with IAB Tech Lab supporting programmatic advertising standards development.
• 4As (American Association of Advertising Agencies)minorStrategic or Co-development PartnerMembership and partnership in the American Association of Advertising Agencies for industry advocacy and best practices.
• Salix PharmaceuticalscoreStrategic or Co-development PartnerEarly development partner with Salix Pharmaceuticals alongside Butler/Till for PulsePoint's Ad Server Creative ID Reporting pilot, enabling omnichannel personalization at the provider level.
• Crossix (Veeva)coreTechnology or IntegrationHealthcare data and analytics partnership with Crossix (now part of Veeva) for precision healthcare marketing, audience targeting, and multi-model measurement combining Crossix Matchback with media mix modeling.
• GooglecoreTechnology or IntegrationTechnology and advertising partnership with Google for healthcare marketing, including Google Business Profile management, Google Search, Google Ads, Google Campaign Manager 360, and YouTube advertising capabilities.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wpromote: Large independent digital marketing agency with comparable media buying, analytics, and proprietary technology offerings. Co-launch partner with Butler/Till for PubMatic's AgenticOS, making it a directly comparable independent competitor in agentic AI media execution.
• Empower MediaMarketing: Independently owned, women-led media agency offering media planning/buying, analytics, and creative services across healthcare, consumer, and B2B verticals — a comparable sized, structurally similar independent peer to Butler/Till.
• Goodway Group: Independent media agency providing media buying, programmatic, and analytics services with proprietary technology. Closely comparable in independence, mid-market positioning, and tech-enabled media buying focus.
• Mediahub: Media agency (part of MullenLowe Group) with strong healthcare and consumer verticals offering media planning/buying and analytics — comparable in scale and healthcare media specialization to Butler/Till.
• Hearts & Science: Omnicom-owned media agency focused on data-driven, outcome-based media planning and buying with strong healthcare and consumer verticals; directly competes for the same enterprise pharma and CPG media budgets.
• Assembly: Stagwell-owned modern media agency offering programmatic, performance, and data-driven media services with proprietary technology — comparable in scale, independence-style operating model, and digital media execution focus.

Broad incumbents

• WPP Media (GroupM): World's largest media investment group operating across all major verticals including healthcare. Represents the dominant holding-company competitor that Butler/Till competes against for enterprise pharma and consumer accounts.
• Omnicom Media Group: Holding-company media network (including Hearts & Science, OMD, PHD) with extensive healthcare vertical capabilities and global scale — a broader incumbent that competes for the same pharma enterprise budgets.
• Publicis Media: Holding-company media network (including Digitas, Starcom, Zenith) with strong data and technology offerings across verticals; competes with Butler/Till for enterprise healthcare and consumer accounts at scale.

Emerging players

• Rise Interactive: Mid-sized digital media agency specializing in performance media, programmatic, and analytics with proprietary technology — a comparable but smaller independent player in the data-driven media buying space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/butlertill
• LinkedInlinkedin.com/company/butler-till
• Instagraminstagram.com/butlertill
• Xx.com/butlertill

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Butler/Till