After two decades in the industry—New York, LA, Austin, GSD&M—Tom Hamling swapped the holding company grind for independence and intention. The result is THE MAYOR: a Nashville-rooted, idea-driven indie shop powered by longtime collaborators with deep chemistry and a shared creative language. Their thing? Relentless ideation. Their vibe? Writer’s room meets cultural operator. With standout work like the NASCAR campaign for Consumer Cellular, they’re proving you can move fast, think big, and still take Fridays off.
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What the Agency is Best Known For and Strengths
The Mayor is an “idea machine,” a place where high-volume ideation meets high-quality output. Built on a writer’s room model, the agency thrives on speed, collaboration, and cultural fluency. That energy extends to clients, who are brought in early and often. “Clients like options,” said Hamling. “So we give them options.” The result? Work that doesn’t just show up in media plans—it shows up in conversations.
Why Independence is Important
Flexibility. Freedom. Sanity. The Mayor values being able to say no just as much as saying yes. Hamling called it “super powerful” to walk away from work that’s not the right fit—and even take spontaneous days off after big pushes. “Nobody is telling us what we have to do,” he said.
Why Brands Should Work with the Agency
The Mayor’s superpower is putting brands into culture, whether or not they’re category leaders. They aim for emotional and social resonance, not just visibility. Their work for Consumer Cellular and NASCAR sparked buzz, social chatter, and even fan-made merch.
A Client “Wow”
Consumer Cellular’s NASCAR activation wasn’t just about slapping a logo on a car—it stirred cultural conversation. “Good NASCAR ads are back,” one fan commented. “That’s when you know you’re gaining momentum,” Hamling said.
Why Talent Should Consider the Agency
The Mayor offers unlimited PTO, real flexibility, and a culture that values people’s lives as much as the work. “We’re nice, normal people who love what we do,” said Hamling. They’re also opening up to junior talent and experimenting with hybrid schedules from their Nashville HQ.
Weirdos, Misfits, or Underdogs?
“Weirdos,” Hamling said. Not in the chaotic sense—but in their unabashed ad-nerd way. “We’re kind of an anomaly: nice, normal people who care deeply about making brands rich and famous.”
The Marketer and/or CMO They Want to Say Hello To
Hamling gave a collective nod to underdog brands. “Not necessarily the most famous in their category—but those that want to make noise.” He’s looking at you, hungry QSRs, upstart insurers, and hospitality brands ready to get noticed.
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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.
