Madwell
- Company typePrivate
- Founded2010
- HeadquartersBrooklyn, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
Madwell firmographics
Firmographics- Name
- Madwell
- Legal name
- Madwell LLC
- Website
- https://madwell.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Madwell industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industries
- Creative Concepting & Campaign Development (BPAFAEAD), Activation/Experiential Creative Agencies (MPAAAAAO)
Keywords
Where Madwell is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Madwell business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Integrated Creative Services: Full-service agency fees for integrated creative campaigns spanning creative development, strategy, social media, media planning/buying, experiential events, and creative technology services. Revenue is project-based and retainer-driven, serving clients of various sizes across multiple industries.
- Brand Identity & Development: Brand strategy, identity systems, and packaging design services delivered as standalone engagements or integrated within larger campaigns. Includes services for client brands as well as proprietary brand development through Madventures.
- Experiential & Event Production: Event planning, design, execution, fabrication, and installation services for brand experiences. Includes both client projects and proprietary event concepts like Tales of the Cocktail scavenger hunts.
- Media Planning & Buying: Media planning, buying, analytics, and performance optimization services. Includes partnerships and integrations management, dashboard reporting, and campaign optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom integrated creative engagements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Madwell product offering
Product offeringCore offering
Madwell is an integrated creative agency that delivers end-to-end advertising and marketing services spanning creative development, strategy, social media, media planning and buying, creative technology (UX/UI, web/app development, AR/VR, game design), and experiential event production. The agency executes work in-house through its Sibling production network (Starfish for content, Bankrobber for brand experiences, Millwright for fabrication), and also builds proprietary brands from scratch via its Madventures venture initiative.
Product overview
Madwell is an integrated creative agency founded in 2010 in Brooklyn, NY, offering a comprehensive suite of creative services under one roof. The company's service offerings span Creative Development (brand identity, concept development, content creation, videography, photography), Strategy (brand positioning, campaign strategy, consumer research), Social Media (social strategy, influencer marketing, paid social), Media (planning, buying, analytics, partnerships), Creative Technology (UX/UI design, web/app development, AR/VR, game design), and Experiential (event planning, fabrication, installation). The agency operates through its Sibling ecosystem comprising Starfish for content, Bankrobber for brand experiences, and Millwright for tangible production. The company also pursues business ventures through Madventures, including product innovations like RifRaf and retail operations like Disco Fries.
Differentiator
Problem solved
Functional benefit
Brands
- Sibling: Production arm of Madwell created in 2019, comprising Starfish (content wizardry), Bankrobber (brand experiences), and Millwright (tangible reality execution).
Quantifiable outcome
- Delivered campaigns featured in major industry publications (Ads of the World, BuzzFeed press coverage)
- +2 more outcomes
Companies that use Madwell
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
Madwell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Madwell partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Sibling (Starfish, Bankrobber, Millwright)coreIn 2019, Madwell birthed Sibling to turbocharge their production capabilities. The Sibling network comprises three specialized companies: Starfish for content wizardry, Bankrobber for brand experiences, and Millwright for turning large-scale ideas into tangible realities. This integrated production ecosystem enables Madwell to deliver end-to-end creative campaigns without relying on external agencies for execution.
- AdFellowsminorDEI-focused internship and recruitment partnership supporting diversity initiatives. Part of Madwell's commitment to building a more diverse, equitable, and inclusive agency through recruitment and retention programs.
- BLAC PartnershipminorDEI-focused recruitment and retention partnership supporting Black talent pipeline development. Component of Madwell's DEI Panel initiatives and commitment to representation goals.
- The One Club Agency PartnershipminorPartnership with The One Club for Creativity supporting industry diversity initiatives and professional development. Part of broader DEI programming and student outreach efforts.
- SAGE (LGBTQ+ advocacy)minorPartnership with SAGE, an LGBTQ+ advocacy organization, for the 'No Straight Answers' campaign bridging generations within the LGBTQ+ community through a 70s-themed game show format.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Madwell competitors and assessment
Company assessmentDirect peers
- Giant Spoon: Mid-sized independent creative agency in NYC offering strategy, creative, media, and experiential services. Most directly comparable in size, NYC base, integrated offering, and indie positioning.
- Mekanism: Independent creative agency in NYC and San Francisco known for integrated campaigns blending content, brand, and experiential work. Comparable in indie positioning and integrated service model.
- Wieden+Kennedy: Largest privately held independent creative agency in the US, known for culturally resonant work for Nike, Budweiser, and other major brands. Directly comparable as a founder-led indie offering integrated creative services with strong cultural-relevance positioning.
- 72andSunny: Independent creative agency (now part of MDC Partners) known for cultural-resonance campaigns for brands like Google, Samsung, and Activision. Comparable in cultural-marketing expertise and indie positioning.
- Anomaly: Independent creative agency operating across NYC, LA, London, Toronto, and Shanghai with a non-traditional, integrated service model. Closely comparable in indie positioning and offering of strategy, creative, media, and innovation under one roof.
- GALE: Independent creative, media, and technology agency serving major consumer brands. Comparable as an integrated indie offering strategy, creative, media, and technology services.
- Mother: Iconic independent creative agency with offices in NYC, LA, and London. Comparable as a founder-led indie offering integrated creative, strategy, and production services with a similar 'anti-network' culture.
- Translation LLC: Independent creative and cultural agency with strong multicultural and Gen Z expertise. Comparable in cultural-resonance positioning and indie integrated service model.
Broad incumbents
- Droga5: Acclaimed creative agency (now part of Accenture Song) known for culturally resonant work for major brands. Comparable creative quality and indie heritage but operates within a larger network structure.
- R/GA: Global creative and technology agency (now under IPG) with deep capabilities in brand, experience, and product design. Comparable service breadth but much larger scale and holding-company backing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Madwell social profiles
Digital presenceMadwell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madwell leadership team
Management profileNumber of profiles
Profiles2 records
Madwell subsidiaries and ownership
Company hierarchySubsidiaries4 records
Madwell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madwell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madwell
What does Madwell do?
Madwell is an integrated creative agency that delivers end-to-end advertising and marketing services spanning creative development, strategy, social media, media planning and buying, creative technology (UX/UI, web/app development, AR/VR, game design), and experiential event production. The agency executes work in-house through its Sibling production network (Starfish for content, Bankrobber for brand experiences, Millwright for fabrication), and also builds proprietary brands from scratch via its Madventures venture initiative.
Is Madwell a public or private company?
Madwell is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Madwell founded?
Madwell was founded in 2010. It employs 101 to 250 people.
Where is Madwell based?
Madwell is headquartered in Brooklyn, United States, in the North America region.
How does Madwell make money?
Four revenue lines are on record. Integrated Creative Services are the primary driver. The others are brand Identity & Development, experiential & Event Production and media Planning & Buying.
Who are Madwell's main competitors?
Direct peers on record are Giant Spoon, Mekanism, Wieden+Kennedy, 72andSunny, Anomaly, GALE, Mother and Translation LLC. Broad incumbents are Droga5 and R/GA.
Does Madwell have an API?
No public API is recorded for Madwell.
What industry is Madwell in?
Madwell's product category is Advertising Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of BPAFAEAD, Creative Concepting & Campaign Development. Its NAICS code is 54181 and its SIC code is 7311.