HAYMAKER never does anything quietly. So when the Emmy-winning Los Angeles agency decided to expand to New York, they approached it like any good creative challenge: with a campaign that’s equal parts swagger and strategy.
The result is “Happy To Serve,” a launch film featuring a bodega owner who’s had it up to here with holding company bureaucracy. “You ask me, the holding company model is dead,” he declares, rearranging items on his shelves with the frustrated efficiency of someone who’s watched too many brands get buried under layers of approval processes. “Why are you paying for eight ECDs? Don’t make no fucking sense.”
It’s vintage HAYMAKER—the kind of direct, unvarnished take that’s made them a three-time Ad Age Small Agency of the Year winner and earned them that Emmy along the way.
The Expansion That Makes Sense
Founded in LA in 2017 by Jay Kamath and Matt Johnson, HAYMAKER has built something worth expanding. The agency is now led by Kamath as Chief Creative Officer, Johnson as Chief Strategy Officer, and partner and head of brand Laura Hoffman. Their client roster reads like a who’s who of modern brands looking for breakthrough work: Pluto TV, Topo Chico, Amazon Fire TV, Seattle’s Best Coffee, Maggi, and Olipop.
But it’s not just about the clients—it’s about the approach. “Looking at today’s advertising industry, there’s never been a time like this where a small group of dedicated creative individuals can accomplish so much by being nimble, fast, and able to crack things quickly,” says Kamath, the agency’s Chief Creative Officer.
The New York move supercharges that philosophy with East Coast proximity and expanded capabilities.
The Perfect NYC Welcome
HAYMAKER‘s campaign-as-expansion includes more than just the bodega owner’s truth-telling. There’s the custom Anthora coffee cup reimagining (“HAYMAKER Is Happy to Serve NYC”) and a T-shirt inspired by $1 pizza joints that promises “Strategic creative in 30 min or your pizza is free!”
It’s the kind of locally aware, culturally sharp creative thinking that brands actually want from their agency partners—self-aware enough to have fun with New York stereotypes while confident enough to make bold promises about delivery speed.
Building the East Coast Team
To lead the NYC office, HAYMAKER brought in group creative director Amy Travis and head of strategy Sam Wright—two professionals whose combined experience spans nearly 20 years across major markets and global brands.
Travis comes to the role with creative chops built at agencies in New York, Los Angeles, and San Francisco, having worked with Google, Apple, Nike, T-Mobile, and Godiva. Her responsibilities include shaping creative output, building the office culture, and serving as the agency’s face across client and industry relations.
Wright brings strategic thinking refined at Droga5, Mother, and 72 and Sunny, with Emmy and Effie wins across categories from CPG and tech to entertainment and sports. His client experience includes Coors, Meta, Chase, the NFL, and Activision.
“New York isn’t just another new market; it has been the epicenter of advertising for decades, and we can’t wait to leave our mark,” says Johnson, the agency’s Chief Strategy Officer. “Amy and Sam are the perfect duo to lead the office. Together, they have the chops, experience, and strategic and creative chemistry to help HAYMAKER grow with our current clients and beyond.”
Learn more
HAYMAKER
Jay Kamath LinkedIn
Matt Johnson LinkedIn
Laura Hoffman LinkedIn
HAYMAKER NYC
Contact: matt@hymkr.co
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