The ID Agency
- Company typePrivate
- Founded2004
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
The ID Agency firmographics
Firmographics- Name
- The ID Agency
- Legal name
- The ID Agency
- Website
- https://theidagency.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
The ID Agency industry classification
Industry- Product category
- Marketing Services
- NAICS
- Advertising Agencies (541810), Public Relations Agencies (54182), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Brand Activations & Experiential Campaign Design (MPAAAGAA)
- akta.pro secondary industries
- Activation/Experiential Creative Agencies (MPAAAAAO), Integrated Full-Service Creative Agencies (MPAAAAAA), Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM), Brand Partnerships & Endorsement Agencies (MPAIAGAF)
Keywords
Where The ID Agency is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The ID Agency business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Experiential Marketing & Event Production: Full-scale event management and experiential marketing services including venue coordination, logistics, brand activations, influencer engagement, and on-site show management for automotive, food & beverage, sports, gaming, and lifestyle clients.
- Cultural Marketing & Strategy Consulting: Strategic brand integration, community-first strategy development, long-term partnership development, and cross-cultural campaign orchestration for brands seeking authentic cultural connections.
- PR, Communications & Media Services: Public relations, media outreach, crisis communications, copywriting, content creation, social media strategy, amplification, community management, and media relations services.
- Talent & Influencer Management: Celebrity partnership management (from equity deals to appearances), cultural ambassador curation, and influencer relationships management for brand campaigns.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
The ID Agency product offering
Product offeringCore offering
The ID Agency is a full-service experiential marketing and cultural branding agency that plans, produces, and amplifies large-scale events, brand activations, PR campaigns, influencer partnerships, and cultural marketing programs for enterprise clients. Its core service portfolio spans Communications (PR, media, copywriting, social media), Cultural Marketing Excellence (Latino/Hispanic community engagement), Experiential Mastery (event production and installations), Talent & Influence Management, Vehicle Launch Events, and Strategic Brand Integration. Services are delivered through client-specific campaigns such as the Hot Wheels Legends Tour, El Pollo Loco cultural activations, Porsche Classic automotive events, and Rockstar Energy gaming and sports partnerships.
Product overview
The ID Agency is an experiential marketing and cultural branding agency offering a unified suite of services centered on transforming brands into cultural forces. The core service portfolio includes Communications (PR, media, copywriting, social media), Cultural Marketing Excellence (Latino/Hispanic engagement, heritage storytelling), Experiential Mastery (event production, installations), Talent & Influence Management, Vehicle Launch Events, and Strategic Brand Integration. These services are delivered through client-specific campaigns and case studies, including El Pollo Loco lifestyle activations, Porsche Classic automotive events, Firestone off-roading experiences, Rockstar Energy cultural campaigns, and the Hot Wheels Legends Tour global event series. The agency was founded in 2004 and is headquartered in Los Angeles, California.
Differentiator
Problem solved
Functional benefit
Products and services
- Communications Services Public relations, media outreach, crisis communications, copywriting, content creation, brand messaging, social media strategy, amplification, community management, and stakeholder communications for enterprise brand clients.
- Cultural Marketing Excellence Authentic Latino/Hispanic market engagement, multi-generational community connections, and heritage-driven storytelling that honors tradition while embracing innovation. Designed for enterprise brands seeking authentic cultural connections.
- Experiential Mastery Large-scale event production and management, intimate community activations, and museum-quality installations and brand showcases. Designed for enterprise clients seeking high-impact live brand experiences.
- Talent & Influence Services Celebrity partnership management, cultural ambassador curation, and influencer relationships built on trust and authenticity. Designed for brands seeking talent-driven cultural marketing campaigns.
- Vehicle Launch Events Creative and concept development, premium location sourcing, venue management, end-to-end production, and photography and videography production for vehicle launch events. Designed for automotive OEMs and brands.
- Strategic Brand Integration Long-term partnership development, cross-cultural campaign orchestration, and national scaling of local insights. Designed for enterprise brands seeking sustained cultural marketing programs.
Quantifiable outcome
- Hot Wheels Legends Tour: 8+ million attendees, 10+ billion PR impressions, 20+ countries across five continents
- +4 more outcomes
Companies that use The ID Agency
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles3 records
The ID Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The ID Agency partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and secondary.
- WalmartcoreWalmart serves as the retail anchor partner for the Hot Wheels Legends Tour, providing retail activation strategies that drive in-store and online sales. The partnership has been instrumental in scaling the tour's sustainability and consumer engagement across Walmart's retail footprint.
- Mobil 1secondaryMobil 1 joined as a paid sponsor of the Hot Wheels Legends Tour, enhancing the program's financial sustainability and market reach. The partnership contributed to the 360-degree marketing strategy integrating PR, retail activation, social campaigns, and celebrity engagement.
- NRG (NRG Castle / Gaming)coreRockstar Energy partnered with NRG for the Sound Series gaming partnership announcement. ID Agency orchestrated the NRG Castle activation as a convergence point where gaming culture met brand experience, with 11 endemic media placements generating 1.4 million impressions and participation from 8 gaming influencers.
- LAFC (Los Angeles Football Club)coreRockstar Energy's partnership with LAFC included a season-long stadium presence in the 3252 supporter section through the One-by-One campaign art installation, stadium watch party activations at Brooklyn Pizza in Boyle Heights (200+ attendees per event), and cross-cultural brand integration with LAFC's passionate fan community.
- Jon Shook and Vinny Dotolo (Culinary Innovators)secondaryID Agency secured culinary innovators Jon Shook and Vinny Dotolo (of Son of a Gun and Jon & Vinny's restaurants) for Rockstar Energy's Super Bowl weekend activation. Their journey from food truck hustlers to culinary kingpins was woven into Rockstar's brand story as part of cultural storytelling.
- Estevan Oriol and Mister Cartoon (Street Artists)coreMarco, Executive Vice President at The ID Agency, built relationships with world-renowned artists Estevan Oriol and Mister Cartoon, creating the blueprint for how major corporations gain credibility in streetwear, music, art, and car culture. Their work with The ID Agency has included campaigns for various automotive and lifestyle brands.
- Nevermade and Defer (LA Street Artists)secondaryID Agency leveraged deep relationships within LA's street art community to secure Nevermade and Defer — two of LA's most respected street artists — for the Rockstar Energy Aguas Frescas Mercado project. Their authentic connection to local culture and distinctive artistic styles embodied the spirit of the campaign.
- Lala Romero / Bella DoñacoreCultural curator Lala Romero, founder of Bella Doña, served as the anchor for El Pollo Loco's year-long cultural marketing partnership. Multi-faceted collaboration spanning Vision Board & Manifestation Event (600+ attendees), International Women's Day content series and dinner, and Thankful & Grateful Friendsgiving. Demonstrates ID's ability to create authentic connections within the Latino community.
- Netflix (LA Originals)secondaryMarco serves as Executive Producer for Netflix's LA Originals, developing projects with industry legends like George Lopez and Cypress Hill. This relationship enables ID Agency to bridge entertainment industry connections with brand marketing capabilities.
- Hot Wheels / MattelcoreThe ID Agency serves as Mattel's lead agency for the Hot Wheels Legends Tour program for nearly a decade. Responsibilities include full-scale event management, proprietary web-based car show registration platform development, judge selection featuring top automotive designers and influencers, logistics and transportation of the Hot Wheels Fleet, and 360-degree marketing strategy spanning PR, retail activation, social campaigns, and celebrity engagement.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
The ID Agency competitors and assessment
Company assessmentDirect peers
- Lopez Negrete Communications: Houston-headquartered, Hispanic-specialist full-service advertising agency serving Fortune 500 brands with culturally rooted marketing campaigns. Directly comparable to ID Agency in multicultural marketing expertise and CPG/automotive client mix.
- IW Group: Asian-American and multicultural marketing agency offering advertising, PR, and experiential services to Fortune 500 clients. Closely comparable in boutique scale, multicultural positioning, and enterprise client roster.
- Alma: Hispanic marketing creative agency delivering brand campaigns, experiential, and PR work for Fortune 500 brands including McDonald's, Coca-Cola, and P&G. Highly comparable in multicultural creative depth and enterprise CPG relationships.
- Zubi Advertising: Hispanic-targeted full-service agency with strong automotive and cultural-marketing capabilities serving Ford, Toyota, and similar enterprise clients. Directly comparable vertical mix and multicultural execution model.
- Republica: Miami-based multicultural creative and experiential agency serving brands like Google, Verizon, and Coca-Cola with Hispanic and cross-cultural campaigns. Comparable in scale, cultural-marketing depth, and enterprise client roster.
- The Bravo Group: Multicultural advertising and communications agency with deep Hispanic-market expertise serving major CPG, retail, and financial-services brands. Directly comparable in boutique scale and multicultural marketing specialization.
- Berlin Cameron: Independent creative and experiential agency with strong brand activation and cultural-marketing work for brands like Google, TikTok, and Coca-Cola. Comparable in independent boutique model and experiential brand activation focus.
Emerging players
- Mktg Inc. Experiential marketing agency (an IPG Mediabrands company) delivering brand activations, events, and influencer programs for major CPG and beverage clients. Comparable in experiential execution model with broader holding-company backing.
Broad incumbents
- Jack Morton Worldwide: Global brand experience agency (an IPG company) delivering large-scale experiential campaigns, events, and activations for Fortune 500 brands. Operates at much larger scale than ID Agency but competes for the same experiential budgets.
- Edelman: Global PR and communications firm with dedicated multicultural and experiential practices serving enterprise clients including PepsiCo and Mattel. Represents the larger-incumbent competitive threat across ID Agency's core service lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The ID Agency social profiles
Digital presenceThe ID Agency compliance and trust
Trust signalCompliance1 record
The ID Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
The ID Agency leadership team
Management profileNumber of profiles
Profiles14 records
The ID Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The ID Agency 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 The ID Agency
What does The ID Agency do?
The ID Agency is a full-service experiential marketing and cultural branding agency that plans, produces, and amplifies large-scale events, brand activations, PR campaigns, influencer partnerships, and cultural marketing programs for enterprise clients. Its core service portfolio spans Communications (PR, media, copywriting, social media), Cultural Marketing Excellence (Latino/Hispanic community engagement), Experiential Mastery (event production and installations), Talent & Influence Management, Vehicle Launch Events, and Strategic Brand Integration. Services are delivered through client-specific campaigns such as the Hot Wheels Legends Tour, El Pollo Loco cultural activations, Porsche Classic automotive events, and Rockstar Energy gaming and sports partnerships.
Is The ID Agency a public or private company?
The ID Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The ID Agency founded?
The ID Agency was founded in 2004. It employs 11 to 50 people.
Where is The ID Agency based?
The ID Agency is headquartered in Los Angeles, United States, in the North America region.
How does The ID Agency make money?
Four revenue lines are on record. Experiential Marketing & Event Production is the primary driver. The others are cultural Marketing & Strategy Consulting, PR, Communications & Media Services and talent & Influencer Management.
Who are The ID Agency's main competitors?
Direct peers on record are Lopez Negrete Communications, IW Group, Alma, Zubi Advertising, Republica, The Bravo Group and Berlin Cameron. Mktg Inc. is listed as an emerging player. Broad incumbents are Jack Morton Worldwide and Edelman.
Does The ID Agency have an API?
No public API is recorded for The ID Agency.
What industry is The ID Agency in?
The ID Agency's product category is Marketing Services. Its primary akta.pro industry code is MPAAAGAA, Brand Activations & Experiential Campaign Design, with a secondary code of MPAAAAAO, Activation/Experiential Creative Agencies. Its NAICS code is 541810 and its SIC code is 7311.