Baldwin&

What Baldwin& does

Baldwin& is a privately held, full-service creative advertising agency headquartered at 323 W. Martin St. in Raleigh, North Carolina, with 11–50 employees. Founded in 2009 (and certified as the first B Corporation creative agency in 2012), the firm delivers brand strategy, branding and identity design, packaging, advertising, social media management, media planning and buying, digital/web development, and research & analytics to enterprise brands and select startups across CPG, automotive, healthcare, food and beverage, sustainability, and emerging-tech categories.

The agency's core differentiator is its proprietary BrandBehaviorism™ methodology, which frames brand-building through the lens of consumer psychology. Client work spans enterprise accounts such as Volvo Trucks, KIOTI Tractors, Burt's Bees, Krispy Kreme, Long John Silver's, Lansinoh, and Gaia Herbs, alongside startup engagements for Pivotal (eVTOL aircraft), Circ (textile recycling), and Shibumi (beach shade). The firm also owns and operates Ponysaurus, a craft brewery it built from scratch that has expanded to three locations across three states. In April 2025, Portland-based agency North merged into Baldwin&, extending geographic reach into the Pacific Northwest.

Baldwin& generates revenue primarily through professional-services engagements (strategy, creative, media, and project-based retainers); specific pricing is not publicly disclosed. The agency is co-led by a three-partner executive team — Ashley Yetman, Jerry Bodrie, and Tonya Martin — alongside a director-level bench with prior tenure at Apple, Audi, BMW, Red Hat, MullenLowe, and GSD&M. The firm has no disclosed external funding and operates without a parent company.

Name

Baldwin&

Legal name

Baldwin&

Website

https://baldwinand.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Baldwin& is a Raleigh-based, full-service creative advertising agency serving enterprise brands and select startups across CPG, automotive, healthcare, and sustainability, using its proprietary BrandBehaviorism™ methodology to deliver brand strategy, advertising, and media services.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Creative Boutique Agencies (MPAAAAAB)

akta.pro secondary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

• Creative agency services
• Brand strategy consulting
• Integrated advertising campaigns
• Media planning buying
• Packaging design

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Creative Agency Services: Full-service creative agency providing strategy, branding, packaging, digital, social media, advertising, media planning/buying, and campaign activations to client brands. Revenue generated through client service engagements.
2. Brand Building (Ponysaurus): Built Ponysaurus brewery from scratch - a brand they created internally that has grown to distribution in three states and expansion to three locations.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

Baldwin& is a full-service creative advertising agency that delivers brand strategy, branding and identity design, packaging, advertising campaigns, social media management, media planning and buying, digital and web development, and research services to client brands. Its work is organized around its proprietary BrandBehaviorism™ methodology, which combines branding expertise with consumer psychology to help brands uncover their authentic identity and communicate it across channels. The agency also owns and operates Ponysaurus, a craft brewery brand built from scratch with distribution across three states.

Product overview

Baldwin& is a full-service advertising and branding agency that operates a single integrated service model rather than a software platform. The agency offers a comprehensive suite of marketing services organized around its proprietary BrandBehaviorism™ methodology, which includes brand strategy, branding and identity design, advertising campaigns, social media management, media planning and buying, digital/web development, content creation, experiential marketing, and research. The agency also owns and operates Ponysaurus, a craft brewery brand it built from scratch. Baldwin& primarily serves as a service provider rather than a product company, creating marketing campaigns and brand identities for client brands across industries including CPG, automotive, healthcare, fashion, food & beverage, and technology.

Differentiator

Problem solved

Functional benefit

Brands

• Ponysaurus: Homegrown craft brewery brand built from scratch by Baldwin&, with distribution in three states, expansion to three locations, and awards including Best Brewery in Durham seven years in a row and North Carolina Brewery of the Year.

Products and services

• Brand Strategy Services Strategic consulting engagements to help brands uncover their true identity and behave accordingly, delivered under the proprietary BrandBehaviorism™ methodology. Targets enterprise and startup brand clients across categories.
• Branding & Identity Design Visual and verbal brand identity development including naming, logo design, brand guidelines, packaging, and product design for consumer and commercial brands.
• Advertising & Integrated Campaigns Multi-channel advertising campaign development including TV/video production, digital ads, experiential marketing activations, and integrated campaign execution for client brands.
• Social Media & Community Management Social media strategy, content creation, community management, and influencer partnership development across Instagram, TikTok, Pinterest, Google, and other platforms.
• Media Planning & Buying Cross-channel media strategy, planning, buying, performance marketing, and creative media activations including paid social and paid search.
• Digital & Web Development Website design, development, and digital experience creation for client brands, including rebranding projects such as Pivotal's Helix aircraft launch.
• Research & Analytics Market research, target audience development, competitive analysis, trend evaluation, and custom research informing brand strategy and campaign development.
• Custom Packaging Design Packaging design services for consumer products including food, beverage, health, and lifestyle brands.
• Ponysaurus Craft Brewery Homegrown craft brewery brand built from scratch by Baldwin& as a case study of their full-service branding capabilities; distribution in three states, three physical locations, with awards including Best Brewery in Durham seven consecutive years and North Carolina Brewery of the Year.

Quantifiable outcome

• Amazon sales up 30% in weeks following campaign launch
• +1 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Worldclass ClothingminorGTM or Marketing Partner · 20 November 2025Worldclass Clothing is a nonprofit online apparel retailer founded by colon cancer survivors that donates proceeds to fund colonoscopies. Baldwin& serves as their agency partner for paid social advertising on Instagram, TikTok, Pinterest, and Google. This is a pro-bono/cause marketing partnership.
• Olympus CorpminorGTM or Marketing Partner · 20 November 2025Olympus Corp is a sponsor mentioned in the context of Worldclass Clothing's mission to fund colonoscopies. Nature of sponsorship partnership.
• UNC Lineberger Cancer CenterminorOthers · 20 November 2025Worldclass Clothing partners with UNC Lineberger Cancer Center to fund colonoscopies for underinsured individuals through community outreach programs.
• ZaracoreStrategic or Co-development Partner · 1 January 2023Circ launched a first-of-its-kind fashion collection with Zara featuring materials created from polycotton waste. Baldwin& helped position the line within Zara's universe - consulting on hangtags, claims copy, and creating cohesive communication strategy for the line's debut at Milan Design Week.
• Mara HoffmancoreStrategic or Co-development Partner · 1 January 2023Baldwin& designed a first-of-its-kind launch with fashion designer Mara Hoffman for a circular dress. The partnership included sustainable pop-up event at her NY retail store with expert panel discussion, designed in collaboration with PR partner No.29.
• No.29 (PR Agency)minorImplementation/ SI/ Consulting Partner · 1 January 2023PR partner for the Circ x Mara Hoffman sustainable fashion launch, working together on the sustainable pop-up event at Mara Hoffman's NY retail store.
• Gisele BündchencoreGTM or Marketing Partner · 1 January 202320-year Gaia Herbs customer and Brazilian supermodel who partnered to promote Gaia's quality standards and wellness products, bringing additional visibility to the brand through her wellness journey endorsement.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GALE: GALE is an independent creative, media, and connections agency offering brand, advertising, and data-driven campaigns. Comparable to Baldwin& as a full-service independent competitor pursuing similar enterprise and challenger brand clients.
• Mekanism: Mekanism is an independent creative agency blending brand storytelling, advertising, and purpose-driven work. Comparable to Baldwin& in emphasis on purpose-led brand work and integrated campaigns, with similar boutique-to-mid scale.
• Anomaly: Anomaly is an independently owned creative agency known for brand strategy, advertising, and integrated campaigns for enterprise and challenger brands. Comparable to Baldwin& in offering full-service brand-building with a non-holding-company model, though larger in scale.
• Sköna: Sköna is an independent creative agency providing brand strategy, design, and integrated campaigns. Closely comparable as a mid-sized independent creative shop with a similar service mix spanning strategy, branding, and advertising.
• Beardwood&Co: Beardwood&Co is an independent creative and content agency offering branding, advertising, and social content for consumer and lifestyle brands. Comparable in size, independent ownership, and full-service creative offering to Baldwin&.
• Mother: Mother is an independent creative agency with offices in New York, London, and Los Angeles, known for full-service campaigns across brand, advertising, and digital. Directly comparable as a boutique-style independent creative shop competing for similar enterprise and challenger brand briefs.

Emerging players

• Humanaut: Humanaut is an independent creative agency purpose-built around challenger, purpose-driven, and DTC brands, offering strategy, branding, and campaigns. Comparable to Baldwin& as a smaller independent competitor focused on purpose-driven and emerging brand briefs.

Broad incumbents

• VaynerMedia: VaynerMedia is a large independent creative and media agency focused on social-first, brand, and communications work. Comparable to Baldwin& in independent ownership and digital/social emphasis, though materially larger in scale.
• MullenLowe: MullenLowe is a global creative network within IPG offering brand strategy, advertising, and integrated campaigns. Relevant because Baldwin&'s leadership and creative staff include alumni of MullenLowe, and the network is a typical competitor for similar enterprise briefs.
• GSD&M: GSD&M is a Texas-based creative agency known for brand, advertising, and integrated work on large consumer and automotive brands. Comparable to Baldwin& as a competitor for the same enterprise brand mandates; Baldwin& lists GSD&M alumni among its creative leadership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/baldwin-and
• Xx.com/baldwinand
• Facebookfacebook.com/Baldwinand

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Baldwin&