We’re the first NYC marketing agency to apply growth marketing principles like systematic experimentation and measurement to all core agency disciplines.
TOP = Test + Optimize + Perform
From the Battery to the Bronx, we help New York companies market at scale
Our roots are in the city that never sleeps. We’re surrounded by some of the most innovative companies and visionary founders in the world and they all walk through our doors, giving us a front row seat to future trends. Thanks to this, we have our own fingers on the pulse of what’s next in marketing, giving us the chance to consistently be first movers on emerging digital marketing and social media platforms.
When it comes to client relationships, we collaborate closely with your internal brand team right from the start to align on key messages. Then our brand strategists can help you uncover the “white space” that separates your from your competitors. Rather than simply broadcasting our message into the ether to people who may or may not be paying attention, we prioritize the end audience, their needs, and their specific use cases to break through the noise and rise above the din.
We’re your marketing research partner able to asses our competitive strengths and weaknesses in the marketplace. We’re experts in using mass media analysis, social media listening, surveys, and focus groups to find the best angles to attack the competition.
Digital marketing may be the hub of innovations, but your marketing plan needs to integrate seamlessly with non-digital tactics. At TOP, we have a team of landing page optimizers, pay-per-click experts, and keyword researchers who work side-by-side and shoulder to shoulder with broadcast media buyers, out-of-home planners, and our full creative team for a truly integrated 360-degree marketing experience.
And it all needs to ladder back to sales. So we create psychological triggers, designed to make content ideas sticky and activate key emotions. We leverage these triggers through the power of calendar-based marketing, causing consumers, customers, and key influencers to take action now.
We’ve also learned from the best performing startups from across the tri-state area and use principles from agile software development to work in a series of systematic “sprints” that are aligned to key drive periods. This allows us to maintain a high level of productivity while keeping the ability to course correct with confidence always in our back pocket.
When you’re part of the NYC ecosystem and surrounded by the most cutting edge companies in the world, it helps to have the soul of a fast-growing tech startup and the global reach of a best-in-class enterprise to stand out in the crowd. Let’s meet for a coffee at Gregory’s and then, perhaps, create some amazing marketing campaigns together.
We are full-service
Our work spans 35+ disciplines organized into 7 functional groups, everything a world-class New York operation needs. All under one roof. Whether you're looking for advertising, branding, commerce, communications, creative, digital, and growth, we've got you covered. And we do it all in a cross-functional way that is integrated with a common set of processes and metrics. No silos here.
We are data-driven
The power of data is unquestionable, as long as you know how to ask the right questions. Everything we do is A/B tested from PR pitches to brand messaging guidelines to digital landing pages. This data informs all of the insights we make for our clients and we share this data with our NYC brands because we know, better data means better insights. And that all means better optimization.
We are growth-focused
We’re an NYC marketing agency that applies growth marketing principles like systematic experimentation and measurement to all of our core agency disciplines. Nothing goes unmeasured and there's nothing we haven't figured out how to measure accurately. Up-and-coming NYC brands look to us to help them climb quickly in the biggest city on Earth. Our data and principles ensure them that they are not only climbing as fast as they need to be, but that they have their ladder propped up against the right wall. Want more proof of our growth-focused bona fides? It's right there in our name: We’re TOP — and that means we Test, Optimize, and Perform at scale.
We have global reach
We're a global company with work on integrated marketing campaigns in 25 countries on six continents (we're monitoring Antarctica so we can have the whole set). We have boots on the crowd in most leading markets across the world. We’re one of the few NYC marketing agencies that can laser target all five boroughs with precision and then broadcast our optimized message to London, Rio, Sydney, and Toronto.
We work as one team
When you work with TOP across disciplines or countries, you will never have to reintroduce yourself to a team that isn't up on your business, its needs, and the work we're doing for you. From NYC to Palo Alto we work as one cohesive team — including our project management approach to our global execution.
We love NYC and Tri-State brands
We were born of one simple question: If a marketing agency never existed before, how would we invent it using the tools and technology of today?
And everyday we re-ask that question, making sure we’re living up to the answer. It doesn’t matter which marketing agency discipline we are working in, great storytelling with rigorous testing works, across the board, every time. Our NYC marketing teams conduct multivariate testing of key stories and messaging (A/B testing across multiple dimensions) every single day, analyzing the conversion rates, and then scaling up the “winning” story ideas and key messages to reach key KPIs and achieve higher ROI. We give our clients the insights into their optimal product story and I can tell you, they love us for it.
Your marketing strategy needs to capitalize on every opportunity. We’re an NYC marketing agency that is channel and platform agnostic, making us incredibly nimble. You’ll find us shooting crisp viral video for a scrappy wearables start-up, rebranding a global CPG brand looking for 21st century facelift, hashing out SEO strategy for a local brick-and-mortar B2B business, managing a hot new SaaS company’s LinkedIn presence, or organizing a world-changing CSR campaign.
Just because we work in Manhattan, doesn’t mean we spend all day behind a screen. Our experiential marketing and events planning team has hosted everything from viral man-on-the-street style stunts in along 5th Ave. to million dollar conferences at the Javits Center — always keeping the customer or consumer experience top of mind.
What is your marketing agency’s approach to day-to-day client management for NYC brands?
Our account management systems, procedures, and teams are proactive, responsive, flexible, and transparent. Four principles that have proven to be successful.
Thanks to these principles we operate in create rapid feedback loops with our NYC clients. Because of this we've been labeled a rapid-strike agency, able to convert on a dime. For example, when a famous cat brand approached us to create a global activation with just two weeks lead time, we proactively reached out to existing sponsors with a partnership plan, crafted a series of video scripts perfected through rapid feedback loops, mobilized our in-house video team with a flexible production schedule that included overnight editing, and reported our progress with transparency every step of the way.
How does your marketing agency collaborate with other NYC agencies?
We're collaboratively workers both internally and with outside agencies. Generally we find that our roles fall into three categories: lead agency, agency council member, or spot agency for fill-in work. Regardless of the role we bring our team-oriented approach to build trust with our colleagues. That's how we earned a reputation as a flexible partner that can roll with changing circumstances and fill in gaps throughout the entire process. We're such good partners, we even grab a drink in Soho after work with lots colleagues at other agencies.
How do you staff your New York City marketing teams?
We make sure that our human and technology resources are perfectly staffed against each initiative. As a global company, we have the ability to source the right people regardless of where they reside. Our resource allocation and management process is a four-step system: holistic brainstorming, task breakdown, resource alignment, and resource allocation.
Throughout our campaigns, our NYC team works shoulder-to-shoulder (often in the same room to ensure cohesiveness) to produce results that cross every discipline. Thanks to our position as a local agency with a global scale, we're able to combine vertical integration and make rapid course corrections that more traditional agencies simply cannot boast.
How do you respond to emerging news stories and cultural trends in New York City and beyond?
The media landscape is fast, varied, and ubiquitous and the nature of it plays a major role in our day to day approach. Our in-house data analytics, creative, and social media teams constantly monitor real-time Google search data, Twitter hashtags, YouTube plays, and news headlines to identify trending conversations and map cross-channel insights. Always work within the wireframe established through our marketing plan but course correct base on what's trending and how we can plug out brand into the conversation. All the while harkening back at all times to our core brand messaging goals.
Part of being on-trend is also getting inspiration from everywhere and New York is not wanting for inspiration. Whether we're catching a band at a hip Greenpoint venue or strolling through Washington Square Park on a sunny fall day. We're constantly taking in the sights, sounds, smells, and tastes (oh the food) of the best city on earth. That input helps us find new messages and opportunities for our clients that we know will connect. It's not uncommon for us to post Slack messages to our coworkers highlighting some new thought or idea while we're going about our lives in the city.
How do you onboard new NYC or Tri-State marketing clients?
We start our clients with a 21-day onboarding plan that is custom-tailored to them and their needs. Each process is unique to a discipline and systematized into perfection over time. But we're also sensitive to the specific needs of every NYC client and project so we tweak accordingly. We take stock of our client’s communication preferences and select the best tools from among our wide array of technologies to fit the client’s demands. We’ll establish meeting schedules, a reporting cadence, and key role assignments. Our goal is to be proactive and take the necessary action steps without you having to ask.
Our Local Services
- New York City Branding
- New York City Crisis Communications
- New York City Digital Marketing
- New York City Experiential Marketing
- New York City Influencer Marketing
- New York City Public Relations
- New York City SEO
- New York City Social Media
- New York City UI UX Design
- New York City Video Production
- New York City Web Design