Best Small & Independent Agencies 2022: Movers+Shakers

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Alongside the platforms it specializes in, Movers+Shakers has grown at an astounding rate—nearly tripling revenue in 2021 from $6.7 million to more than $19 million and is on track to double that in 2022.

Founders Evan Horowitz, CEO, and Geoffrey Goldberg, chief creative officer, took a gamble in 2019 when the then three-year-old agency went all-in on TikTok and digital marketing. The next year, Movers+Shakers had already cracked the code on TikTok virality, topping charts with its work for e.l.f. cosmetics and landing gold for media in Ad Age’s 2021 Small Agency Awards.

Combining the partners’ business (Horowitz holds a Harvard MBA) and creative (Goldberg was a Broadway performer and director) acumen, the duo has continued to master branding on growing platforms—not just TikTok, but the burgeoning metaverse space as well. Over the past year, Movers+Shakers has pulled in major clients including Amazon, Netflix, Johnson & Johnson and Target. Since the agency’s game-changing commitment in 2019, it’s grown revenue 4,802%. 

In 2021, Movers+Shakers continued to launch trendsetting work on digital platforms, exemplified through its continued partnership with e.l.f. The agency dug into consumer data and discovered a surprising crossover between fan bases for the cosmetics brand and burrito buffet chain Chipotle.

The unlikely partnership took the form of an eyeshadow palette that resembled the troughs of ingredients one encounters in Chipotle restaurants. Activating influencers across digital platforms—including “RuPaul’s Drag Race” superstars Trixie Mattel and Kim Chi—the effort racked up 200 million impressions across social media and sold more than 8,000 units in one hour, emptying out inventory in less than three days. The campaign was an early entrant in what’s since become a renaissance of goofy, viral makeup collaborations.

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