Agency Business #33: Building a Social-First Ad Agency — Movement Strategy CEO Jason Mitchell
Aug 11, 2025
Jason Mitchell, CEO of Movement Strategy, shares his journey in launching one of the first social media agencies. He discusses how early competitive pricing gave them an edge and how the agency evolved from social work into comprehensive creative projects. Jason emphasizes the power of creator marketing through relationships and platform tools. He also reveals their innovative pod-based structure for agility and investments in AI, alongside strategies for international growth, all while navigating the changing landscape of the advertising industry.
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College Startup Roots
- Jason Mitchell started the agency in college to pursue social-first marketing when traditional classes focused on TV and print.
- He scaled that college startup into a ~180-person creative agency serving major brands.
Use Pricing As A Competitive Advantage
- Use low pricing early to win clients, build experience, and grow a book of business quickly.
- Raise prices later once you can prove value and sustain the margins your infrastructure requires.
Price AI Aggressively To Build Scale
- Invest in proprietary AI tools but price them aggressively early to attract many clients and iterate quickly.
- Use early scale to create proof points, then justify higher pricing once the product proves value.