BarkleyOKRP, a creative-driven independent agency group, has launched a full-service media extension called MissionOne Media. This move comes as agency holding companies grow larger and more generalized, leaving mid-sized clients underserved. MissionOne is helmed by media veteran Sean Corcoran, who previously led IPG’s Mediahub. The new agency aims to capitalize on its “just right” size, catering primarily to clients spending between $50 million and $100 million annually.
Tech-Driven Full-Funnel Media Solutions Built on Adlucent’s Performance Marketing and Innovation
MissionOne Media’s capabilities are grounded in the infrastructure of Adlucent, a performance marketing agency Barkley acquired last year. Adlucent’s proprietary technology provides a strong base in audience targeting, bid optimization, and data management. Corcoran noted that the new agency is building upon this tech stack to offer a fully integrated, full-funnel media service that aligns tightly with the creative strategies of its parent agency.
BarkleyOKRP Launches MissionOne Media to Serve Mid-Sized Clients with Integrated, Tech-Driven SolutionsEarly clients include notable names like the National Pork Board, AMC, Ruiz Foods, and The Vitamin Shoppe. MissionOne’s approach goes beyond media buying to include CRM, creative input, and strategic use of AI under the mantra “Scale with soul.” Corcoran emphasized the agency’s commitment to transparency and holistic customer journey management, differentiating MissionOne from more narrowly focused media agencies.
Independent Agencies Gain Ground with Integrated Models and Strategic Leadership Investments Driving Growth
According to Forrester analyst Jay Pattisall, MissionOne’s launch reflects a broader trend of independent agencies gaining momentum, supported by private equity investment and business expansion. Independent media shops now account for roughly 10% of North American media billings. Pattisall acknowledged the opportunity but also warned of the risk of siloing media and creative functions — a dynamic that MissionOne’s leadership says they are specifically structured to avoid.
MissionOne Media is not only building a service model but also strengthening its leadership bench. Several Barkley veterans, including experts in data and tech, are transitioning to the new agency, along with strategic new hires like Pat LaCroix, a seasoned marketer with experience at Seekr, Bose, and CVS Health. With this leadership mix and a focus on integration, the agency is positioning itself as a nimble yet robust alternative to traditional holding company media shops.
