Gabe Gordon, Co-Founder of Reach Agency, knows a thing or two about being early. Thirteen years ago, he and his partner left talent giant William Morris to start something more nimble, more creator-first, and way more fun. Their first client? Purina. Their first big win? Elevated puppy and kitten videos on YouTube. “We saw this fantastic opportunity,” he said. “We can create amazing brand storytelling,” without needing a single note from a studio exec.
Since then, Reach has evolved into a full AOR partner for brands like Nestlé and Clorox—all while staying true to its indie roots. Built on strategy, creator talent, and fast execution, Reach doesn’t just plug creators into campaigns—they build from the ground up. “It was all about being independent,” Gordon said. “That David and Goliath story.” And 13 years later, that story is still getting better.
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A quick history of Reach
Reach was born at the intersection of brand and entertainment. Gabe Gordon and his co-founder started their careers representing talent at William Morris, helping brands get into shows, films, and celebrity partnerships. But in 2011, as YouTube began gaining real traction, they saw a shift coming—and jumped.
“We don’t need to go through a network. We can go straight to audience,” Gordon recalled. That insight led to their first campaign for Purina, where adorable animals met elevated storytelling. From there, it snowballed. YouTube turned into social. Influencers turned into media powerhouses. Reach grew with the space—and helped define it.
What Reach is best known for
The phrase Gordon keeps coming back to: “Creator up, not TV down.”
That’s the throughline for Reach. They’ve always believed creators shouldn’t be an afterthought or tacked onto a campaign. Instead, Reach starts with them—building ideas around the talent, not the other way around. That’s why the agency has been trusted to go far beyond influencer casting. Today, they lead campaign development, creative strategy, and media thinking for some of the biggest brands around.
Three things Reach does better than most
First: strategy. Reach isn’t just keeping up with platforms—they’re often ahead of them. “We’ve seen the birth of almost every social platform,” Gordon said. That early insight turns into confidence for clients.
Second: creative. And not just agency-side ideas. Reach elevates the creative voice of the talent they work with—because creators know their audience better than anyone.
Third: talent discovery. “It’s not Alex Earl today—it’s Alex Earl five years ago,” Gordon said. Reach specializes in finding the voices just before they hit, giving brands long-term partners with staying power.
The power of being indie
For Reach, being independent means being fast, flexible, and bold. “It was really about freedom,” Gordon said.
That freedom shows up in everything—from shifting the agency’s focus over the years, to pitching bigger, riskier ideas. “We could take those risks… for a fraction of the cost and a hell of a lot faster.” Clients appreciate the ability to move quickly and with purpose. Reach isn’t here to check boxes. They’re here to lead.
Why brands should work with Reach
Innovation happens on the edge. And that’s where Reach thrives.
As Gordon explained, big holding companies are usually slow to catch up. Independent agencies can get there first. “They can go very quick, very deep, and very specialized.” That’s especially important in today’s fast-moving media world. Brands that want to stay relevant need partners who already live in what’s next.
Why talent thrives at Reach
Whether you’re full-time, freelance, or a creator, Reach takes the long view on talent. “We treat our team members like entrepreneurs,” Gordon said.
That means more ownership, more opportunity, and fewer silos. People who join the team stick around—many for a decade or more. And creators? They’re given room to stretch, to push themselves creatively, and to build ideas that go beyond one-off posts.
So… weirdos, misfits, or underdogs?
“All of the above,” Gordon admitted. Mostly underdogs. Definitely some misfits. And depending on the client? “We can get pretty weird.” The best kind of mix.
A hello to one CMO
Without hesitation, Gordon named Richard Dickson at Gap. “I’ve never seen a brand get that re-culturally relevant so quickly,” he said. From product to design to marketing, Gordon sees Gap’s current run as a masterclass in brand reinvention.
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