Agency Business #34: Anthropology, Independence, and Growth at Kelly Scott Madison, with President Chad Maxwell
Aug 18, 2025
Chad Maxwell, President of Kelly Scott Madison, brings a unique perspective to advertising, rooted in his background in anthropology. He discusses how understanding human behavior shapes hiring and client strategies. Maxwell also delves into the agency's balance between independence and partnerships in the creative realm, as well as the impact of geography on staffing and client interactions. He emphasizes the importance of relationships over budgets when navigating platform support, shedding light on the agency's approach to growth and culture.
AI Snips
Chapters
Transcript
Episode notes
From Anthropology To Agency Leadership
- Chad Maxwell began advertising via anthropology and UX roles at Razorfish and Starcom.
- That path led him to KSM where he built product and strategy and now runs the agency.
Anthropology Shapes Media Strategy
- Maxwell views anthropology as a framework to analyze factors influencing decisions like receptivity and jobs-to-be-done.
- He uses that lens to see how brands fit into an individual's life rather than just counting impressions.
Hire For Gifts, Not Just Job Descriptions
- Design roles around candidates' gifts by asking where they lose track of time and what drains them.
- Place people in client matches or disciplines that amplify their strengths rather than forcing everyone through the same path.