Convicts has built a reputation as a bold, culture-driven indie agency that isn’t afraid to take risks. Founded by Pete Maiden in New York a decade ago, CONVICTS operates on a unique philosophy: putting voice and culture first. Unlike traditional agencies that often analyze culture from a distance, Convicts actively participate in it—publishing hundreds of stories, producing original films, and engaging with the real world in a way that sets them apart.
Maiden, who started his career at Rolling Stone, brings an editorial mindset to CONVICTS. The agency operates much like a publisher, holding weekly pitch meetings to discuss stories worth telling rather than just waiting for client briefs. This consistency and discipline—publishing every week for ten years—has become a core strength. Instead of viewing content creation as an occasional marketing tool, it’s their DNA, ensuring their voice remains authentic and relevant.
Why being indie matters
Independence allows CONVICTS to take risks, pitch bold ideas, and make quick decisions without corporate oversight. Autonomy allows them to be fearless in their creative choices, which attracts clients looking for fresh, unfiltered perspectives. Without needing layers of approvals, the agency can remain agile and responsive, ensuring that innovative ideas don’t get lost in bureaucracy. This independence also creates a culture where the team feels empowered to push boundaries.
Why brands should work with the agency
Beyond creativity and culture, CONVICTS is built on execution. They are makers at heart, producing campaigns in-house with complete control over the process—from shooting and editing to final delivery. Pete believes that while clients may be drawn to CONVICTS for their voice in culture, they stay because of the agency’s ability to deliver high-quality work consistently, on time, and within budget.
Why talent should put the agency on the list
There’s creative freedom while guiding suggestions rather than micromanagement. Openness, honesty, and a willingness to own mistakes are huge plusses. Instead of avoiding difficult conversations, CONVICTS prioritizes transparency with clients and employees, ensuring trust is maintained. This culture fosters confidence among team members, allowing them to take risks and grow professionally.
Weridos, Misfits or Underdogs?
Absolutely—all three. Maiden embraces the unconventional, recalling how CONVICTS’ senior writer, once an uncertain intern, has been with them for ten years. The agency thrives on a team of non-traditional thinkers who bring diverse perspectives and energy. Even seasoned agency professionals who join CONVICTS recognize and appreciate the unique, tight-knit culture that sets them apart from traditional firms.
CMO Shoutout
Mark Weinstein, CMO, Hilton
We did a lot with Qantas, which brought back the travel thing for me. We haven’t done a lot of hospitality work, so I was thinking about who I could name drop to get their attention—and how we could get Paris Hilton to watch this to [get to] Mark Weinstein.—Pete Maiden
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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.
