WilliamsRandall

What WilliamsRandall does

Williams Randall Advertising is a privately held, full-service advertising agency founded in 1979 in Indianapolis, Indiana, and operating from a single headquarters at 21 Virginia Avenue. The firm serves primarily Indiana-based clients across state and local government, higher education, healthcare, financial services, tourism, and entertainment, with select work of national visibility (NCAA, Holiday World). Its client roster includes Ivy Tech Community College, Indiana FSSA, Visit Indiana, Indianapolis Power & Light, Elements Financial, and Holiday World & Splashin' Safari, with engagements typically spanning multiple years. The agency positions itself around a proprietary 'Left-Brain Creativity' methodology that combines analytical and strategic planning with creative execution, and is differentiated by long-tenured leadership (CEO Gerry Randall since 1984, President Emiley Matherly named in 2023) and 45+ years of continuous operation under founding-family ownership.

The agency's core service offering is organized across six disciplines: Creative, Strategy & Planning, Websites, Research, Media, and Analytics. Website development is built primarily on the Umbraco CMS on the Microsoft stack, with the firm holding Umbraco Platinum Partner status. Media services span Google and Bing search, paid social, OTT/CTV, TV/radio, and out-of-home. Analytics services cover campaign tracking, A/B testing, custom dashboards, and optimization recommendations. The firm holds Google Premier Partner and Microsoft Advertising Partner designations, supporting its paid digital capabilities. Technology stack is conventional ad-tech and CMS tooling rather than proprietary AI/ML systems.

Williams Randall operates as a professional services firm with project-based and retainer pricing models, all custom and quote-based rather than standardized. Go-to-market is relationship-driven, enterprise field sales targeted at Indiana institutional buyers, supported by a portfolio website, social media presence (LinkedIn, Facebook, Instagram, YouTube), a quarterly newsletter, and case-study-driven thought leadership. The firm has no disclosed external funding, no parent company, and no subsidiaries, operating as a closely held partnership under founding-family ownership.

Name

WilliamsRandall

Legal name

Williams Randall Advertising

Website

https://williamsrandall.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Williams Randall Advertising is a 45-year-old, Indianapolis-based full-service ad agency serving Indiana institutions across government, education, financial services, and tourism with integrated creative, media, website, research, and analytics services.

Ownership category

akta.pro rank

Product category

Full-service advertising agency services

NAICS

Marketing Consulting Services (541613), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Advertising agency services
• Media planning buying
• Website development agency
• Creative campaign development
• Digital marketing analytics

Headquarters

HQ city

Indianapolis

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, Infrastructure, Others

Revenue model

1. Advertising Services Revenue: Full-service advertising agency providing creative development, strategic planning, website development, media planning and buying, research, and analytics services. Revenue is generated through project-based fees and ongoing client retainers. The agency serves diverse Indiana-based clients across government, education, healthcare, financial, and hospitality sectors.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Williams Randall is a full-service advertising and marketing agency that develops creative campaigns, strategic plans, custom websites (primarily built on the Umbraco CMS), media plans (digital and traditional), research studies, and analytics reporting for B2B clients. Services are delivered by an in-house team of specialists across six disciplines (Creative, Strategy & Planning, Websites, Research, Media, Analytics) and unified by the proprietary Left-Brain Creativity methodology that pairs analytical insights with creative execution. Clients are primarily Indiana-based organizations in government, higher education, healthcare, financial services, tourism, and retail/hospitality verticals, with select campaigns reaching national audiences.

Product overview

Williams Randall Advertising is a full-service advertising agency offering integrated marketing services organized around six core disciplines: Creative, Strategy & Planning, Websites, Research, Media, and Analytics. The agency's proprietary 'Left-Brain Creativity' methodology serves as the unifying framework across all services, combining analytical insights with creative output. Unlike a software platform, Williams Randall operates as a service-based agency where teams collaborate on client engagements. Creative Services produces ad campaigns, video content, radio spots, and social media work. Strategy & Planning provides strategic leadership and competitive analysis. Website Development builds custom sites primarily using Umbraco CMS. Research Services conduct qualitative and quantitative studies. Media Services handle planning and buying across digital and traditional channels. Analytics Services track and measure campaign performance. The services work together under the Left-Brain Creativity philosophy to deliver what the agency describes as 'beauty and effectiveness' for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Services Full-service creative department providing ad campaigns, radio and streaming audio production, social media campaigns, and SMS text campaigns. The in-house team includes art directors, writers, designers, and content developers with expertise in brand development, digital campaigns, TV commercials, and outdoor boards.
• Strategy & Planning Account services providing strategic leadership and insight-based, goal-focused strategies. Services include messaging strategy, positioning strategy, and competitive analysis to develop advertising plans that move businesses forward.
• Media Services Media planning and buying services spanning both digital and traditional channels including Google & Bing Search, online display, paid social, OTT/CTV, TV & radio, out-of-home (OOH), and programmatic digital OOH. The team develops customized plans using awareness, engagement, and conversion tactics.
• Analytics Services Performance analytics and tracking services including campaign tracking, custom performance reports, dynamic dashboards, A/B testing, and data compliance consulting. The dedicated in-house team measures effectiveness of tactical plans and provides optimization recommendations.
• Research Services Qualitative and quantitative research services including interviews, focus groups, concept testing, A/B & multivariate testing, and brand studies. Research is integrated throughout all project phases to uncover insights that differentiate messaging and inform strategies.
• Website Development Custom website design and development services including user research, usability studies, surveys, information architecture, content strategy, responsive design, CMS buildouts, hosting, mobile design, and SEO. Most large custom sites are built in Umbraco CMS on the Microsoft stack.

Quantifiable outcome

• Ivy Tech enrollment increased 6.88% following brand evolution campaign
• +6 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• GooglecoreTechnology or Integration · 1 January 2025Google Premier Partner status demonstrating expertise in Google Ads management, search engine marketing, display advertising, video ads, and mobile advertising. The partnership enables Williams Randall to access Google resources, certifications, and support for delivering effective digital campaigns to clients.
• UmbracocoreTechnology or Integration · 1 January 2025Umbraco Platinum Partner status, the highest partnership level, recognizing Williams Randall's expertise in building custom websites using the Umbraco content management system on the Microsoft stack. The agency has been building Umbraco sites since the platform's early days.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Young & Laramore: Indianapolis-based independent full-service advertising agency of comparable size (~100+ employees) serving regional and national B2B and consumer clients. Most direct competitive peer in the Indiana full-service agency market with similar services across creative, media, and digital.
• Hirons & Company: Indianapolis-based full-service advertising and PR agency with strong public-sector and consumer client portfolio. Directly comparable in size, geography, and service mix including creative, media buying, digital, and analytics for Indiana-based clients.
• Fahrenheit Marketing: Indianapolis-based digital marketing and advertising agency offering creative, media, and analytics services to regional clients. Comparable in size and overlapping in Midwest B2B and consumer account work.
• Cornett: Lexington, KY-based independent full-service agency of similar size serving regional and national brands across creative, media, digital, and strategy. Comparable independent-agency operating model and integrated service offering.
• The Tombras Group: Knoxville, TN-based independent full-service agency with comparable scale (~250+ employees), offering creative, media, digital, and analytics. Comparable regional independent full-service model with multi-state client base.
• Doe-Anderson: Louisville, KY-based independent full-service advertising agency with similar size and integrated creative, media, and digital capabilities. Comparable Mid-South regional full-service competitor serving consumer and B2B brands.
• Bailey Lauerman: Omaha, NE-based independent full-service agency of similar mid-market size offering brand strategy, creative, media, and digital services. Comparable independent regional full-service operating model and client mix.
• Colle McVoy: Minneapolis-based independent full-service agency with comparable size and integrated creative, media, digital, and analytics offerings. Comparable independent full-service model and Midwestern footprint.

Broad incumbents

• Barkley: Kansas City-based independent agency operating at larger scale with broader service portfolio including creative, media, PR, and digital. Larger but operationally comparable independent full-service model serving Midwest and national clients.
• Google Premier Partner agencies (e.g., Tinuiti, Tinulti): National Google Premier Partners holding large-scale digital media-buying operations that compete for the same SEM and programmatic work Williams Randall performs; not a single firm but the broader Premier Partner cohort defines the competitive set for WR's digital media practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/WilliamsRandallAdvertising
• Facebookfacebook.com/williamsrandallmarketing
• LinkedInlinkedin.com/company/48014
• Instagraminstagram.com/willran_advertising
• Xx.com/williamsrandall

Revenue estimate

Valuation estimate

Number of profiles

Profiles25 records

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 WilliamsRandall