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Case Studies of Start-Ups Within an Agency

In: Agency

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  • Rick Webb

Abstract

Throughout my travels and conversations in advertising, when talking about building product within services firms, and who has done it right, I invariably point to Modea. Odds are that you have never heard of the shop. Despite its founder, David Catalano, sitting with First Lady Michelle Obama at the State of the Union as a symbol of job creation throughout the recession, Modea has by and large stayed under the radar of most of the pundits and students of digital advertising. Its relatively remote location in Blacksburg, Virginia, has helped with this, but so has the attitude of the founders. “Modea has always been outside the industry,” says CEO Catalano.1

Suggested Citation

  • Rick Webb, 2015. "Case Studies of Start-Ups Within an Agency," Palgrave Macmillan Books, in: Agency, chapter 33, pages 295-301, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-50122-6_34
    DOI: 10.1007/978-1-137-50122-6_34
    as

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