Mischief Agency's Bold Move: Building an Integrated Media Department to Challenge Industry Norms

Mischief Agency Enters the Media Arena

Buzzy creative shop Mischief @ No Fixed Address has made a significant leap into the media planning and buying landscape. The agency has been quietly constructing a media department over the past year, spearheaded by Kristie Lee, the executive director of media. This new team comprises around 15 professionals, collaborating with brands like Duolingo, Supercell, and Peet’s Coffee. Their expertise encompasses comms planning, strategy, buying, analytics, and measurement.

In 2024, media services are projected to contribute approximately 10% to Mischief's total net revenues. While the agency refrained from disclosing revenue targets for 2025 or media billings, Greg Hahn, cofounder and chief creative officer, emphasized that media and creative should work hand-in-hand, criticizing the industry's historical separation of the two.

Mischief’s full-service media capabilities span both traditional and digital channels. Clients like Peet’s leverage this integrated approach, while others, such as Supercell and Duolingo, engage with Mischief solely for media services.

Integrated Teams for Enhanced Creativity

Mischief’s creative and media teams collaborate from the outset, receiving a joint brief and developing a cohesive plan through shared research and insights. This integrated model fosters stronger communication plans and media strategies. Jessica Buttimer, SVP of brand and direct-to-consumer at Peet’s, noted that this collaboration has enabled unprecedented speed and scale.

Targeting Small to Midsize Clients

While Mischief competes with larger holding companies, its focus is on small and midsize clients who often feel overlooked by big agencies. Kerry McKibbin, partner and president, pointed out that smaller clients benefit from Mischief's tailored approach, avoiding the pitfalls of generic plans often seen in larger firms.

A New Standard in Media Ethics

Mischief is launching its media services with a commitment to transparency and integrity. They aim to address the erosion of trust that has affected media agencies by prioritizing efficacy over efficiency and ensuring unbiased recommendations. McKibbin articulated that Mischief avoids principal-based buying and is committed to clear disclosures regarding their purchasing methods.

Mischief’s Media Pledge

Mischief’s media pledge outlines their core principles:

1. Unbiased. Always. No self-interest or hidden kickbacks.
2. Efficacy Over Efficiency. Prioritizing business results.
3. (Real) Integration. Creative and media working as one.
4. Only What You Need, Nothing You Don’t. No unnecessary upselling or distractions.

Mischief is determined to create unignorable work that resonates with audiences, challenging the norms of the media landscape.