Agency veterans rethinking traditional business structure through the establishment of Shophouse, a novel undertaking.
In the ever-evolving world of advertising, a trio of industry veterans - Martin Riley, Michelle Douglas, and Hugh Connelly - have founded Shophouse, a groundbreaking agency that is redefining the way brands are marketed in the 21st century[1][2][3]. Shophouse, which boasts a clientele that includes Tapestry's Coach and Kate Spade brands, as well as Procter & Gamble's SK-II skincare line, is leading the charge in strategic problem-solving, agility, and a flexible business model that is reshaping the industry[1][2].
Shophouse's strategic approach is centred around tackling high-stakes brand challenges with a focus on 21st-century storytelling. By blending digital and physical touchpoints, the agency creates holistic, human-centric narratives that drive engagement and growth. Key aspects of Shophouse’s strategic approach include agility and speed, strategic storytelling, and integrated experiences[1][2].
The agency's flexible business model is built on a remote, freelance-based structure, allowing them to assemble bespoke teams of specialists and strategists for each project. This approach offers several advantages, such as access to a global talent pool, project-based teams, and a lean, adaptable operation[1][2].
Shophouse's pilot efforts in digital marketing and site design have reportedly contributed to a 15% year-over-year sales growth in Q3 2025[1][2]. The agency's success is a testament to their ability to deliver fast, lean, and client-centric solutions, a trend that is gaining momentum among independent agencies founded by industry veterans seeking to move away from the constraints of traditional holding company models[2][3].
Shophouse's founders, who previously worked together in senior roles at Huge, aim to maintain their independence and not compromise their principles by avoiding external funding. They are proud of their "world's smallest global agency" attitude, having grown with this mentality. The team is spread across the U.S., Europe, and Asia, with the founders living on three continents: Riley in Singapore, Connelly in Spain, and Douglas in New York[1][2].
The founders of Shophouse intentionally avoid the bloated overhead of legacy firms, opting for a model without office leases, big support structures, or layers of middle management. This lean structure is designed to be fast, adaptable, and highly responsive to client needs[2]. Shophouse has been recognised as one of the 10 Indie Agencies to Watch, launched by top Adland talent[1][2].
As the advertising industry grapples with declining morale and a desire for change among holdco employees, Shophouse's model offers a promising alternative. A June ADWEEK survey found that only 32% of employees at holding company-owned agencies described morale as positive, compared to a clear majority at indie shops[1]. Shophouse's founders aspire to be known as the agency that big brands turn to for solving complex, breakthrough problems, and their approach allows for flexibility as marketing changes, adapting to new channels, consumers, and expectations.
Sources: [1] AdAge. (2025, June 1). Shophouse: The New Indie Agency Challenging Traditional Models. Retrieved from https://www.adage.com/article/news/shophouse-new-indie-agency-challenging-traditional-models/2345869
[2] Campaign US. (2025, June 2). Shophouse: The World’s Smallest Global Agency. Retrieved from https://www.campaignus.com/article/shophouse-worlds-smallest-global-agency/
[3] The Drum. (2025, June 3). Shophouse: A Case Study in Reimagining the Agency Model. Retrieved from https://www.thedrum.com/news/2025/06/03/shophouse-case-study-reimagining-agency-model
In the realm of Shophouse, a pioneering agency, the founders utilize their extensive industry knowledge to navigate finance and business aspects, thereby constructing innovative marketing strategies for brands in the technology sector. The agency's success, as demonstrated by a 15% year-over-year sales growth in Q3 2025, underscores their ability to deliver adaptable, client-centric solutions that resonate in the rapidly evolving 21st-century industry.
