After 10 Years, This Dallas Agency Is Still ‘Greenlighting’ Ideas, but With New Core Offerings

Greenlight focuses on platforms, programs and branding

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Who (L. to r.) Co-founder and CEO Erik Herskind, co-founder and COO Olivia Cole and creative director Todd Lancaster

What Creative agency

Where Dallas

In 2006, the founders of Dallas-based agency Greenlight were out celebrating St. Patrick's Day, drinking green beers, when they decided it was time to start their own shop. "There was a frustration about where big agencies were headed and a belief that a more nimble, more strategic, partner-driven structure felt better to us," said Greenlight co-founder and CEO Erik Herskind. Ten years later the 17-person agency has kept its name—an ode to green beer and to "greenlighting" ideas by moving projects forward—but revamped its offerings. Today Greenlight focuses its energy on platforms, programs and branding, first testing these relatively new disciplines 18 months ago through work for Gold's Gym. Greenlight helped create Gold's Path—a platform for members to develop unique and personalized fitness plans—which included branding and a series of manifesto videos. The agency has also put its three core capabilities to work for clients including La Cantera Resort, the Invictus Games and La Quinta Inns & Suites.

This story first appeared in the October 31, 2016 issue of Adweek magazine.

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@ktjrichards Katie Richards is a staff writer for Adweek.