Model B is a growth marketing agency based in the DMV (D.C., Maryland, Virginia), led by Chris Perkins. Originally founded in 2016, the agency found new focus and momentum after Perkins joined the board, then took the reins in 2023. The agency differentiates itself by marrying a management consulting mindset with marketing delivery, creating what Perkins calls “a movie-making model”—a nimble core team supported by a precise network of top-tier partners. “We’re strategic first, superpower second,” said Perkins. Model B takes pride in being clear, data-driven, and brutally honest, helping brands succeed with sharp plans and the right talent every time.
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What the Agency is Best Known For and Strengths
Model B launched in 2016 but lacked a sharp point of view until Perkins came on board. “We repositioned as a growth marketing agency,” he said, focused on business-first strategy and precision execution. Their model includes a small internal team and a “partner collective” of experts.
Their top three strengths: 1) strategic planning rooted in business outcomes, 2) curated expert talent via their partner collective, and 3) relentless focus on success metrics. “Agencies don’t get fired when they deliver what everybody agreed would be success,” Perkins said.
The team’s ability to create “success plans” based on business goals helps them connect with the C-suite. Perkins also said, “We don’t use the B team. We use the best.” Their structure lets them be agile while delivering elite talent and insights.
Why Independence is Important
Perkins said being independent lets them “do better, more precise work” and “take drama out of the equation.” Their structure means they can build the right team for each challenge, and they’re not tied to the politics or profit margins of holding companies.
Why Brands Should Work with the Agency
Perkins said, “We bring a precise approach to getting to the solution and help scale it.” Model B isn’t about flashy creative—it’s about delivering what actually drives growth and results. “We vet clients carefully too,” he said. “We’re not here for feast or famine cycles.”
Why Talent Should Consider the Agency
“No timesheets. No mandatory return to office,” said Perkins. He emphasized that Model B welcomes people who add to the flavor of the agency. “We don’t want a homogenized group,” he said. “This isn’t AI—we’re an organic being that puts people first.”
Weirdos, Misfits, or Underdogs?
“We’re probably more weirdos than anything,” Perkins said, with a smile. He explained that starting with management consulting often feels out of place in adland, but it works. “We say no more often—and that’s what makes a difference.”
The Marketer and/or CMO They Want to Say Hello To
Perkins didn’t name names but put out a call to healthcare brands: “It’s broken and killing people. But it can be fixed.” He wants Model B to be known for helping make healthcare more human—and effective.
Agency Site
Guests
Contact
Name: Chris Perkins
Phone #: +1 347-952-9353
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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.
