When we transcribed this conversation with Colossus co-founder and managing director Jonathan Balck, the first thing listed was “initial banter.” There was Boston talk, Philly talk—a genuinely funny warmup for an excellent conversation.
Getting to brass tacks, we dug into a highly compelling story. Colossus might be a newer agency, but they’re already making a name for themselves with bold, creative work and an underdog mentality that fuels everything they do. But Colossus isn’t just about making cool work (hello legendary stuff with Elizabeth Banks and an amazing campaign for the Boston Symphony Orchestra)—they’re about meaningful client partnerships, the kind where the same people pitching ideas are the ones bringing them to life. It’s about being as hands-on with clients as possible to focus on what really matters: creativity that moves people.
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Agency Background and History
Colossus is a relatively new agency, but the team isn’t inexperienced. Balck describes it as “new, but not young,” meaning it’s built by industry veterans who bring deep expertise. They’ve already established a reputation for impactful creative work, despite being a fresh face in the industry.
What the Agency is Best Known For
Colossus is best known for its campaign for Ultra Loos, a canned wine brand featuring Elizabeth Banks, where they subverted the spokesperson trope. Additionally, they made waves with their award-winning design system for the Boston Symphony Orchestra, which successfully unified multiple iconic brands under one cohesive identity.
The Agency’s Main Strengths
Creativity is the heart of Colossus, driving everything they do. They are also gaining recognition for their design capabilities, particularly after winning Agency of the Year for their Boston Symphony Orchestra work. Lastly, their strong client relationships set them apart—Balck emphasized that their approach to partnership is something clients consistently praise.
Why Independence is Important
Balck expressed a common frustration with big agencies—where leadership often finds themselves buried in spreadsheets rather than engaging in creative problem-solving. Independence allows Colossus to avoid bureaucratic inefficiencies, work directly with clients, and focus on producing high-quality creative work. They also have the freedom to be selective about the brands they work with, fostering meaningful, collaborative relationships.
Why Brands Should Work With the Agency
Colossus offers brands a true creative partnership, ensuring that the people pitching ideas are the same ones executing them. Creativity isn’t just a nice bonus—it’s the core driver of business success. Balck made it clear that they believe creativity is a business tool, capable of sparking emotions, inspiring action, and ultimately delivering results.
Why Talent Should Consider the Agency
Colossus values the career growth of its employees. Balck sees the agency as a place where talent can do award-worthy work and develop skills that will serve them throughout their careers. He acknowledges that people won’t stay forever, but hopes they leave with valuable experiences, industry recognition, and a strong foundation for future success.
Weirdos, Misfits, or Underdogs?
Colossus fully embraces the underdog identity—it’s even one of their core values. Balck sees underdogs as people who acknowledge they don’t have everything figured out but are determined to succeed. He also noted that hiring people with this mindset helps filter out egos and maintain a collaborative culture.
The Marketer and/or CMO They Want to Say Hello To
Balck and the team at Colossus are huge admirers of Fawn Weaver and her work. He highlighted her ability to build a compelling brand and create an incredible story behind it. They would love the chance to connect with her and work on something together.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
