Most Likely To

What Most Likely To does

Most Likely To is a San Francisco-based, purpose-driven creative advertising and marketing agency founded around 2017 by Joe Newfield (CEO/Founder) and Trent Farr (Executive Creative Director). The firm operates on a professional services model, delivering campaign strategy, branding, media planning/buying, social media, digital production, and experiential activations on project and retainer engagements. The agency explicitly restricts its client roster to organizations that "positively impact society and move toward a more sustainable future," serving primarily Bay Area municipal government agencies (SF Environment, SF Public Utilities Commission/CleanPowerSF, MCE, Presidio Trust, SF Department of Elections) alongside a small number of enterprise mission-aligned clients such as Milliman and Ariel Investments.

Service delivery spans the full creative stack: campaign strategy, broadcast and video, print and outdoor, digital, brand identity, naming, communications strategy, paid and organic social, influencer partnerships, and live activations. A distinctive methodology combines traditional campaign creative with deep multilingual (Spanish, Chinese) grassroots community engagement, supported by an in-house Community Engagement Director and an Experiential offering. Outcomes are tracked rigorously and publicly; the agency reports benchmark-beating performance including a 51% lift in reuse intent (SF Environment REUSE), 225% increase in climate action awareness (SF Climate Action Plan), and 5-10x benchmark exceedance on click-through and engagement rates.

The business is founder-led, privately held, and unfunded, with approximately 12 named team members operating from a single San Francisco headquarters. There is no proprietary technology platform, no AI/ML capability disclosed, no institutional investors, and no disclosed financial figures. Revenue is generated through project and retainer fees typical of B2B creative agencies, with the New Business Manager role being the agency's primary dedicated business development function. Most Likely To has accumulated 25+ industry awards between 2019 and 2026 across Addy, Muse, Anthem, Communicator, IAC, and Adrian programs, plus Fast Company editorial coverage of the SF Climate Action Plan campaign.

Name

Most Likely To

Legal name

Most Likely To

Website

https://mostlikelyto.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Most Likely To is a privately held San Francisco creative advertising agency founded around 2017 that serves mission-driven clients, primarily Bay Area municipal government agencies and select enterprises, with campaign strategy, branding, media, social, and community-engagement-led experiential marketing services.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Brand Activations & Experiential Campaign Design (MPAAAGAA), Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB)

Keywords

• Creative advertising services
• Brand strategy
• Public service campaigns
• Media planning buying
• Social media marketing

Headquarters

HQ city

San Francisco

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, Others

Revenue model

1. Professional Advertising and Marketing Services: Most Likely To generates revenue by providing advertising, branding, media, social, and experiential marketing services to government and mission-driven clients. Services are delivered on a project and retainer basis, typical of creative agencies.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Most Likely To is a San Francisco-based creative advertising agency that provides full-service marketing — including advertising (campaign strategy, broadcast/video, print/outdoor, digital), branding (strategy, identity, naming), media (communications strategy, planning & buying), social (platform strategy, paid/organic, influencer), and experiential (activations, live events) — exclusively to clients with positive social or environmental missions. The agency specializes in public-interest and behavior-change campaigns for government agencies, clean energy providers, and mission-driven organizations.

Product overview

Most Likely To is a purpose-driven creative advertising and marketing agency offering a comprehensive suite of services including advertising (campaign strategy, broadcast/video, print/outdoor, digital), branding (brand strategy, identity, naming), media (communications strategy, media planning and buying), social (platform strategy, paid/organic, influencer), and experiential (activations, live events). The agency specializes in public interest campaigns focused on sustainability, climate action, and social impact for clients like San Francisco city agencies, clean energy organizations, and non-profits. Their JoeBot™ is a named chatbot feature on their contact page.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising Services End-to-end advertising services including campaign strategy, broadcast and video production, print and outdoor creative, and digital advertising. Sold to government agencies and mission-driven organizations seeking behavior-change campaigns and brand-building work.
• Branding Services Brand strategy, brand identity design, and naming services delivered to mission-driven clients to help clarify positioning and visual expression.
• Media Services Communications strategy, media strategy, and media planning and buying across paid channels for public-sector and enterprise clients.
• Social Media Services Social platform strategy, paid and organic social media management, and influencer marketing delivered across Instagram, LinkedIn, Twitter/X, and other channels for clients such as Ariel Investments, CleanPowerSF, and MCE.
• Experiential Marketing Services Experiential marketing including in-person activations and live events, such as the REUSE pop-up booths across San Francisco neighborhoods and exclusive hosted conferences like the Verge for Milliman's Integrate.
• Community Engagement & Grassroots Outreach Multilingual (Spanish, Chinese) grassroots outreach and community-based social marketing designed to drive participation among historically underrepresented audiences, including partnerships with community organizations, leaders, and Bay Area influencers.

Quantifiable outcome

• Clean energy campaign beat performance benchmarks by 10x; user-generated videos achieved 7x engagement vs benchmarks; social videos drove 14X more shares and 4X higher click-through rates vs benchmarks.
• +5 more outcomes

Named customers8 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

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Duncan Channon: Independent, integrated creative agency headquartered in San Francisco with a purpose-driven and effectiveness-led orientation. Comparable to MLT in independent ownership, Bay Area base, and full-service creative + media model.
• Doe-Anderson: Independent full-service agency with a long-standing focus on brand purpose and behavior-change work. Comparable to MLT in creative-driven purpose positioning, though historically larger and broader in scope.
• Civilian: Creative agency focused on public-interest, government, and cause-based campaigns. Highly comparable to MLT's government/climate/behavior-change orientation and similar boutique scale.
• Mekanism: Independent creative agency with a stated focus on creating 'brands that create a positive impact on society.' Closely comparable to MLT in mission-driven positioning, integrated creative services, and B2B/government-leaning client mix, though Mekanism operates at significantly larger scale.

Broad incumbents

• 72andSunny: Large independent creative agency known for purpose-driven, culture-shaping campaigns. Comparable brand mission and creative caliber to MLT, but operates at materially larger scale with global offices.
• Mother Design: Creative agency known for culturally resonant, purpose-oriented work. Comparable mission-driven creative positioning to MLT, but with larger scale and broader geographic footprint.
• Goodby Silverstein & Partners: Major San Francisco-based creative agency (Omnicom) where multiple MLT leaders previously worked. Directly comparable in Bay Area creative pedigree and full-service capabilities, but at much larger scale with broader commercial client mix.
• TBWA\Chiat\Day: Global creative network with a strong San Francisco presence and a Disruption® methodology oriented around category-changing work. MLT has hired senior talent from TBWA\Chiat\Day; comparable creative pedigree and award profile, but operating at network scale.

Emerging players

• BPG Group: Independent agency collective with purpose-driven and behavior-change capabilities. Comparable in scale and mission-led orientation to MLT, with similar focus on measurable social outcomes.
• Wonderful Union: Independent creative and digital agency with strength in purpose, advocacy, and brand activism work. Comparable mission alignment and behavior-change orientation to MLT, with overlap in government and nonprofit clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MostLikelyToInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Most Likely To