Published by Sue Johns-Chapman
Published Date 26.11.2025 
Will Trowbridge, CEO & Founder of Saylor introduces his agency and what they do that makes them unique.
In 2021, I founded Saylor, a social-first, entertainment-led creative agency built to challenge the traditional agency model and help brands become the show rather than the ad break. I had just left Netflix, and I didn’t necessarily have the standard ingredients for launching an agency; I didn’t have agency-side experience, partners lined up, or a roadmap to follow. But years in entertainment marketing, along with a growing belief that social media was reshaping how brands meet their audiences, gave me a clear direction forward.
That unconventional start became one of our biggest strengths. From day one, strategy, creative, and production were intentionally built into one integrated structure to remove layers, reduce fragmentation, and allow ideas to move fluidly from concept to execution—resulting in work that’s cohesive, culturally relevant, and built to earn attention.
Nearly five years in, that idea has evolved into a fast-scaling creative agency. Today, we partner with some of the world’s most influential brands, including Netflix, Disney, Paramount, Prime Video, Tubi, NBCUniversal, and LEGO. This trajectory reflects a core belief we hold at Saylor: every brand is an entertainment brand. We combine social-first storytelling with an entertainment-led strategic foundation, helping clients to lead culture, create moments audiences want to engage with, and drive meaningful performance.
Being shortlisted for the US Agency Awards offers a moment to reflect on how our agency has grown—both creatively and operationally, as well as philosophically.
Where we are today
At Saylor, we believe brands gain cultural relevance by earning attention rather than buying it. Every brand is an entertainment brand because audiences no longer separate advertising from content. Our entertainment DNA informs both our creative approach and our business strategy. Over the past four years, we have expanded our team, broadened our capabilities, and deepened long-term partnerships. These milestones reflect a commitment to craft narrative-driven creative and work that performs across every format, from TikTok to CTV.
Creativity and innovation remain central to the agency’s evolution. Over the past year, our influencer practice has scaled rapidly to meet increasing demand for highly strategic creator-led campaigns that balance authenticity with reach. And we launched Elevado—an AI-powered creative studio led by Chief Creative Officer Rupert Cresswell—to develop production approaches that push our industry forward. Each initiative supports our mission to make brands more watchable, shareable, and culturally fluent, while connecting creativity to measurable business outcomes.
This momentum has translated into consistent new business wins and organic growth across our long-term client relationships. Today, we collaborate with leading global brands seeking culturally fluent, entertainment-led creative that earns attention and drives engagement.
This creative focus shows up in our culture too. This year, we launched This Could Work, a podcast featuring bold ideas and the people chasing them. It’s built on our belief that the best creativity comes from staying curious, having real conversations, and being willing to experiment.
Where we’re headed
We believe that entertainment-led storytelling can drive results in any category. Next year we’re focusing on building a more diversified client base while maintaining the creative rigor and cultural fluency that define our work. We’re pursuing growth through sustainable partnerships where creativity and business outcomes are one and the same.
Looking ahead, we’re also investing in the infrastructure that supports better work: refining our creative processes, expanding our team thoughtfully, and continuing to build proprietary tools and capabilities that give our clients a competitive edge. Many brands know they need to win on social and show up in culture but rarely know how. Our work helps them stop chasing trends and start leading them by turning entertainment into a consistent brand behavior.
How it shows up in the work
Our recent campaigns demonstrate our focus on culturally attuned, socially fluent creative.
For NFL Sunday Ticket on YouTube TV, we built a campaign around Jason Kelce’s retirement—positioning it not as an ending, but as the start of a new Sunday routine. The tone was grounded and relatable, designed to stand apart from traditional sports advertising. The campaign delivered more than 7 million views, 31 million impressions, and over 200,000 clicks.
Another example is the season two teaser for the Netflix docuseries, Quarterback. Released just ahead of April Fools’ Day, the piece initially suggested that mascots would headline the season. Documentary-style narration and archival footage created early authenticity before the reveal of the real stars: Kirk Cousins and Jared Goff. The teaser sparked broad discussion and was covered by ESPN, NFL.com, and The Athletic.
Prime Video’s Overcompensating further illustrates our storytelling approach. The Season 1 launch included original video, episodic creative, social storytelling, and behind-the-scenes content that reflected the show’s fast, irreverent tone. The campaign earned more than 3 million views, added 60,000 new followers, and generated over 278,000 engagements, contributing to the show becoming the number-one series during Prime Debut Week.
What makes us different
Saylor is social first, but that doesn’t mean we’re creative second. We bring an agile, audience-centered approach to 360 campaigns through innovative creative that performs on social. We aren’t merely fluent in cultural conversation; we’re built to move with it, allowing brands to show up everywhere audiences engage. That’s the advantage of being purpose-built for this moment—it’s why our clients don’t just keep up with what’s happening, they help lead it.
From day one, strategy, creative, and production have been fully integrated, creating cohesion, accelerating execution, and giving our teams space to experiment. Curiosity and collaboration drive our process.
In a landscape where attention is the hardest currency to earn, we focus on making work people want to watch, share, and talk about. Being shortlisted for the US Agency Awards validates that approach and motivates us to push further into what’s next.
