Agency Business #53: Ammunition CEO Jeremy Heilpern
Jan 12, 2026
Jeremy Heilpern, CEO of Atlanta-based agency Ammunition, shares insights on agency strategy and the evolving landscape of marketing. He discusses how Ammunition transitioned from a digital focus to a full-service agency, integrating AI for enhanced production efficiency. Jeremy emphasizes the importance of charging for value, not just hours, and explains his approach to capital allocation through opportunistic acquisitions. He highlights the significance of 'heart' in agency work and how genuine client commitment can set independents apart.
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Category Focus Enables Fast Growth
- Jeremy Heilpern focused Ammunition initially on building and home brands to create a distinct new-business strategy.
- That category focus let the agency scale quickly and win clients who valued deep sector expertise.
COVID Boost And The Push To Diversify
- Jeremy recounts growing from a niche in building materials and benefiting from COVID-driven home improvements.
- That success prompted deliberate diversification to avoid sector-specific downturn risk.
Be Purposeful About The Work You Chase
- Avoid accepting any brief without a clear reason you should win it; specificity prevents commoditization.
- Build teams with category knowledge so you can anticipate client needs and add strategic value.