Marketing automation platform Flodesk appoints VCCP as its inaugural Creative Agency of Record
Email marketing platform Flodesk has appointed VCCP as its first creative agency of record, Adweek has learned. This decision signifies a notable milestone for the startup, which has amassed over 90,000 customers and generated $30 million in annual recurring revenue while remaining self-funded. According to COMvergence, the company allocated $12 million for media spend last year.
VCCP, backed by Chime Group and based in London, will guide Flodesk's brand positioning, strategy, and creative direction. Sling & Stone, VCCP's sister agency, will handle public relations, influencer marketing, and paid social efforts.
Flodesk's co-founder and CEO, Martha Bitar, stated that the company was previously largely reliant on word-of-mouth for growth and didn't know where to start with marketing. After reaching out to individuals with agency connections, Bitar narrowed down the potential partners to 18 and selected VCCP due to its "radical transparency" and a strong track record with challenger brands.
The pitch process, spearheaded by Bitar, spanned only three weeks. VCCP's human-centric approach and demonstrated ability to engage with clients were crucial deciding factors. Bitar praised VCCP for being more concerned with relevance rather than just results and for speaking to the Flodesk team like humans.
VCCP's US division recently won new clients, including Spectrum and Mark Anthony Brands, and the partnership with Flodesk represents continued momentum for the agency under its US chief creative officer, Matt MacDonald, who joined VCCP from BBDO New York in November 2024.
The summer campaign aims to build brand awareness and establish a distinctive voice for Flodesk through creative storytelling. Focusing on fun, relevance, and celebrating the individuality of users, the campaign seeks to resonate with an ad-savvy audience. The strategy aligns with Flodesk's brand identity, which emphasizes human connection and the empowerment of entrepreneurs.
To announce the partnership, VCCP deployed an unconventional tactic. A town crier dressed in costume delivered a handwritten press release on parchment in the ADWEEK newsroom, referencing Flodesk's mission to modernize outdated communication methods. The accompanying video continued the theme, flipping the traditional press release format with beauty and surprise, similar to how Flodesk modernizes email communication. The campaign seeks to elicit the same reaction in Flodesk's target audience.
VCCP, with its new role as Flodesk's creative agency of record, will leverage its expertise in brand positioning, strategy, and creative direction to help Flodesk establish a distinctive voice in the market. As the company ventures into a more aggressive marketing strategy to build brand awareness, Flodesk's finance department will closely monitor the media spend, aiming to maintain a balance between technological innovation and business growth.
