What Craft & Commerce does

Craft & Commerce (C&C) is an independent, U.S.-based media agency founded in 2015, operating from offices in New York, Chicago, and Florida. The firm provides integrated media strategy, planning, buying, and measurement services to enterprise and emergent brands across CPG, health and wellness, clean energy, financial services, telecommunications, and hospitality verticals. Notable clients include Chobani, Johnson & Johnson, Verizon, Mastercard, Hilton, and FOX.

C&C's service architecture is organized around four pillars — Media Intelligence (Growth Science, Audience Attention, Scenario Forecasting, Media Impact Modeling), Media Impact Measurement (Marketing Mix Modeling, incrementality testing, multi-touch attribution, brand tracking, and real-time KPI dashboards with C-suite and BOD reporting), Integrated Media Campaigns (cross-platform digital, linear TV, OOH, influencer activation), and Performance Marketing (search, social, programmatic, retail media, connected TV). The underlying technology is a proprietary data-driven media effectiveness platform branded as the "Growth Science Platform," supplemented by a Martech Advisory Practice that integrates third-party tools with client systems. The agency monetizes through professional services fees on a quote-based, negotiated engagement model — no public pricing is disclosed.

C&C positions itself as a "force multiplier" strategic partner rather than a traditional vendor, leveraging senior leadership with prior client-side marketing experience to win competitive pitches from CMOs and marketing directors. In 2025, the agency was acquired by Canadian independent Salt XC, forming a larger independent media powerhouse with expanded U.S. presence, and has subsequently added multiple new accounts (Nom Nom, Jus-Rol, Real Good Foods) following competitive reviews.

Name

Craft & Commerce

Legal name

Craft & Commerce

Website

https://craftand.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Craft & Commerce is an independent U.S. media agency providing integrated media planning, buying, and measurement services to enterprise and emergent brands across CPG, health and wellness, financial services, and hospitality verticals, leveraging a proprietary Growth Science Platform.

Ownership category

akta.pro rank

Product category

Media Agency Services

akta.pro primary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Media planning buying
• Media agency services
• Marketing measurement
• Performance marketing
• Integrated media campaigns

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Agency Services: C&C generates revenue by providing integrated media planning and buying services to enterprise and mid-market brands. As an independent media agency, they charge fees for strategic media consulting, campaign development, execution, and measurement services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Craft & Commerce (C&C) is an independent media agency that provides integrated media planning, buying, and measurement services to enterprise and mid-market brands. The agency combines growth science, media strategy, and modern measurement—spanning Media Intelligence, Media Impact Measurement, Integrated Media Campaigns, Performance Marketing, and a Martech Advisory Practice—to help brands balance brand building and performance media, with real-time transparency and C-suite level reporting.

Product overview

Craft & Commerce (C&C) is an independent media agency that provides integrated media services through a unified platform approach. The company offers four core service areas: Media Intelligence (including Growth Science, Audience Attention, Media Landscape Analysis, Scenario Forecasting, Media Impact Modeling, and Data Strategy), Media Impact Measurement (including Marketing Mix Modeling, Incrementality, Multi-Touch Attribution, Brand Tracking, Real-Time KPI Dashboard, and C-Suite reporting), Integrated Media Campaigns (including Cross-Platform Digital, Linear TV/Radio, Data-Driven OOH, Influencer Activation, and Branded Content), and Performance Marketing (including Search/Social/Programmatic, Amazon/Retail Media, Connected TV, and Conversion Optimization). These services are connected through a Martech Advisory Practice that harmonizes tools with existing systems. C&C's approach combines growth science, media strategy, and business impact measurement to help brands achieve marketing effectiveness.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Intelligence

Quantifiable outcome

• Clients refer to C&C as a 'force multiplier' and 'unicorn' in the industry

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Salt XCcoreStrategic or Co-development Partner · 1 January 2025C&C and Salt XC joined forces to form a new independent media powerhouse. The acquisition, featured in Digiday, expanded C&C's U.S. presence from its Canadian indie roots, creating a significant independent media agency serving enterprise clients.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GALE: Independent, technology-driven agency combining media, creative, and consulting for enterprise CMOs. Closely comparable to C&C in its 'business stakeholder, not vendor' positioning and integrated media-plus-measurement offering.
• Horizon Media: Largest U.S.-based independent media agency, serving enterprise and mid-market clients across CPG, healthcare, and other verticals. Directly comparable as an independent alternative competing against holding-company media networks.
• Assembly (Stagwell): Stagwell-owned modern media agency built around data, technology, and integrated planning. Comparable in its challenger-to-holdco positioning and focus on data-driven media effectiveness.
• Mediahub (MullenLowe Group): Independent-minded media agency inside IPG/MullenLowe that competes for enterprise CMO business with an integrated planning and measurement model. Comparable strategic positioning to C&C.
• Tinuiti: Independent performance marketing agency with strong measurement, retail media, and analytics capabilities serving CPG and DTC brands. Comparable as an independent media/measurement specialist competing with holdcos.
• Hearts & Science: Publicis-owned media agency purpose-built around data and audience-centric planning for enterprise CMOs. Comparable in its technology-forward, integrated measurement value proposition.
• Salt XC: Canadian independent media agency that acquired Craft & Commerce in 2025 to form a cross-border indie powerhouse. Directly comparable as the parent and operating peer with shared indie-media positioning.

Broad incumbents

• PHD Worldwide: Omnicom-owned global media agency network with strong data-driven planning and MMM capabilities. Comparable as an incumbent competitor for enterprise media planning and buying budgets.
• Wavemaker (GroupM/WPP): WPP/GroupM global media agency with deep measurement and activation capabilities. Comparable as a broad incumbent that C&C competes against for enterprise CMO relationships.

Emerging players

• Good Apple: Boutique independent media agency with strong measurement orientation serving emerging and mid-market CPG brands. Comparable as a smaller-scale indie media peer competing in similar verticals.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/craftandcomm
• Xx.com/craftandcom

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Craft & Commerce