Most Likely To

Introduce your business and what you do there.

I’m the co-founder and managing director of a brand strategy agency.

What challenge were you trying to address with Most Likely To?

We had a client that was in desperate need of telling their brand story in a compelling and engaging way. There was a limited time frame to create that story.

What was the scope of their involvement? 

Most Likely To took a lot of information and distilled it into a very succinct and modular story, so it ended up being 60 slides of a PowerPoint that could be modularized and sections could be taken out.

What is the team composition? 

We had a team of three: the founder and strategist, a creative director, and an overall account manager. There was also a creative and production team, but we didn’t work directly with them.

How did you come to work with Most Likely To? 

We had some experience working with them in the past and also knew of their reputation, and I think a key part of it was that they were very nimble. Their ability to move at an accelerated pace and take good direction but deliver exceptional creative products in a short time frame made us want to work with them, and we would work with them again. 

How much have you invested with them? 

We invested $60,000 in this project.

What is the status of this engagement? 

The project timeframe was March–April 2018.

What evidence can you share that demonstrates the impact of the engagement?

The first time the results were presented to our client, they were exuberant and gushed, and very excited about the outcome. It was a very creative way and very human way of telling the story to people who are not necessarily marketers so that they would understand the value and the importance of the brand story. 

However, that's a very subjective response. The work itself was well-received and it was used as the introduction to other agencies and partners that this client worked with. For example, their major global PR team came in and this presentation was shared with them. It was used as a briefing opportunity for anybody that they would be working with.

And then finally, a very important part was that the client took a component of this story and integrated it as part of the onboarding experience for every single employee around the world. The client was a company with 18,000 employees, so a lot of people got to see it and experience it.

How did Most Likely To perform from a project management standpoint?

It was a very short timeframe, and we had to work closely with Most Likely To. We didn't see what project management tools they were using, but we had regularly scheduled meetings almost daily because of the time frame.

We did some meetings in person since it was “pre-Zoom” days, but we used other management tools like Google Meet or tools, so we could share the work in progress and signed it together.

What did you find most impressive about them?

Most Likely To team’s ability to work with a lot of information for an area that they were not particularly close to was impressive. It was their agility and their ability to turn things around and deliver a story infused with their creativity. They were very smart people who listened and were thoughtful. 

Are there any areas they could improve? 

I don't think there was anything to improve. We were so in such a tight time frame that their team gave it their all, and they went above and beyond what was scoped out in the work. They wanted to deliver something exceptional.  

Any advice for potential customers?

My advice would be to hire them. Most Likely To is a small, nimble, agile, and incredibly creative agency. They're not the old-fashioned agency model; in today's environment where people are working virtually and bringing together custom teams, they're a great resource for you to consider in your tool kit. 

Introduce your business and what you do there.

I’m the VP of marketing and investor relations at Ariel Investments. We’re an asset management firm based in Chicago. We’ve been around for 37 years.

What challenge were you trying to address with Most Likely To?

Our team was looking at our social media efforts and how we showed up in our space. We hired Most Likely To to work on the brand strategy of our social platforms — for our firm and two executive leaders.

What was the scope of their involvement?

Their team handled the idea generation and overall strategy for each platform. Then, they did our organic posting on our platforms. We decided to become active on Instagram, LinkedIn, and Twitter.

Their team created some graphics including our logo and quotes. The branding aspect was a collaborative effort. They did initial stakeholder interviews with some of the leadership before coming to us with recommendations on how we should move forward that year.

What is the team composition?

I worked with about five of their team members.

How did you come to work with Most Likely To?

We issued an RFP to search for a digital marketing agency that could help us as we looked to expand our presence online; Most Likely To won.

What is the status of this engagement?

The engagement was from December 2018–December 2019.

What evidence can you share that demonstrates the impact of the engagement?

They provided monthly stats on how each of our platforms is performing. We saw huge growth on one of our executive’s channels the most, they gained thousands and thousands of followers.

How did Most Likely To perform from a project management standpoint?

Most Likely To handled project management very well. They’re professional and do a great job of giving recommendations while also listening to their client. We’re a unique group of people and everyone is opinionated. I thought they handled themselves very well if there was disagreement from the firm.

What did you find most impressive about them?

When we were doing our RFP interviews, Most Likely To was the most energetic and super enthusiastic about our story and brand. We could tell, through their effort, that they really wanted to bring that to life, and they did everything they could. Their team came to us with all kinds of ideas.

Most Likely To was really proactive; they didn’t sit around and wait for us to ask for things. They came to us with a lot of ideas and were always open to brainstorming. It’s clear their objective was for us to get the best outcome.

Are there any areas they could improve?

No, we had a great partnership because we were hands-on and worked side-by-side with them.

Do you have any advice for potential customers?

Be actively engaged and don’t expect them to do all the work. You have to fill in the gaps and holes. If you’re able to do that, they’ll be able to deliver.

Introduce your business and what you do there.

I'm a director at a consulting firm.

What challenge were you trying to address with Most Likely To?

We engaged Most Likely To for branding and strategy services. Our company was growing and moving into new areas of expertise, so we needed to rebrand ourselves to provide clarification to our clients. 

What was the scope of their involvement?

Most Likely To collaborated with us on branding and marketing strategies for some of our new products, including naming services. They also worked with our internal IT team to design and develop a website, including written and video content that fit within our broader infrastructure.

What is the team composition? 

We probably worked with about five people, including Joseph (Founder & Chief Strategist, Most Likely To). 

How did you come to work with Most Likely To?

We'd been working with Joseph for many years before he started his company, so we naturally continued the relationship after Most Likely To was officially formed. 

How much have you invested with them?

We probably invested an average of around $250,000 per year.

What is the status of this engagement?

We worked with them for about ten years from 2009–March 2019.

What evidence can you share that demonstrates the impact of the engagement?

Most Likely To provided great branding services and deliverables over the many years we worked together.

How did Most Likely To perform from a project management standpoint?

We developed a strong level of trust with their team over the years. There were some hiccups when Joseph initially set up the company, but they were generally great to work with overall. 

What did you find most impressive about them?

Their ability to embed themselves within our team set them apart. They were genuinely invested in the company's success, taking pride and ownership in their work. 

Are there any areas they could improve?

While Joseph is very creative and good at brainstorming new ideas, he could use additional project management support.

Do you have any advice for potential customers?

Allow their team to embed themselves so they can deliver the best possible end products. They do their best work by immersing themselves within a team.

Introduce your business and what you do there.

I’m the communications and community engagement manager for the San Francisco SPCA.

What challenge were you trying to address with Most Likely To?

We hired Most Likely To because we needed support with our 150th-anniversary campaign, specifically our new "Companion Chronicles" initiative that focuses on collecting adoption stories. We currently use them for a different initiative. Our goal was to build brand awareness within our community, drive traffic to the Companion Chronicles site, and increase spay and neuter appointments.

What was the scope of their involvement?

Most Likely To produces creative digital materials for our campaigns. For our Companion Chronicles campaign, they developed graphics, artwork, etc. and helped with the placement. Their team ran several ads on Facebook and other channels. They provide similar services for our current initiative.

What is the team composition?

We work with several people on their team and have one main point of contact.

How did you come to work with Most Likely To?

Our former marketing director hired Most Likely To for the anniversary campaign, so we kept their services for our current engagement.

What is the status of this engagement?

We’ve been working together since March 2018, and the engagement is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

For both campaigns, we’ve experienced great success from working with Most Likely To. For our current initiative, the traffic and number of appointments from customers have significantly spiked. The click-through rate on our ads is impressive, and we’ve seen success across the board. We’ve received positive feedback on all of the creative Most Likely To has produced, and we’re pleased with their work.

How did Most Likely To perform from a project management standpoint?

Most Likely To has been great to work with. Along with keeping us informed on their progress, their team keeps the communication channel open for suggestions and feedback. They're easy to interact with, and we’re happy with how they manage the work.

What did you find most impressive about them?

The quality work they produce is impressive—they put in the effort to understand our organization’s voice. They develop work that speaks to who we are as a company. The strong reporting they provide is also valuable.

Are there any areas they could improve?

There’s nothing I can think of for them to improve—we’ve been pleased.

Do you have any advice for potential customers?

We strongly recommend Most Likely To.

Introduce your business and what you do there.

I work for the San Francisco Public Utilities Commission.

What challenge were you trying to address with Most Likely To?

Our department wanted to highlight the fact that the San Francisco Public Utilities Commission has been generating clean power for businesses and city residents for 100 years. Our team hired Most Likely To to develop a campaign around the anniversary and raise awareness for the services we provide to the public.

What was the scope of their involvement?

Most Likely To was involved in the campaign from start to finish. We presented our challenge to them, and the team generated multiple ideas for the campaign. Most Likely To developed the main concept for our pop-up events, digital content, printed materials, signage and more to accompany the campaign. They also worked well with third-party vendors on the production side of the pop-up events to fully execute the campaign and bring it to life.

What is the team composition?

We worked with about five people, including a project manager.

How did you come to work with Most Likely To?

Our existing contractor subcontracted Most Likely To based on positive feedback from other city departments.

How much have you invested with them?

We spent $160,000.

What is the status of this engagement?

We worked with them from June–September 2018. However, the collaboration is ongoing. We are meeting with them this month to discuss future work.

What evidence can you share that demonstrates the impact of the engagement?

Most Likely To actively promoted the 100th anniversary on social media and local news outlets. For the former, the strategy generated impressions, comments, and new followers. We also received coverage from outlets we hadn’t previously achieved. Our 10 pop-up events had high attendance rates. Overall, we were very pleased with these key performance indicators (KPI) and results.

How did Most Likely To perform from a project management standpoint?

The project manager was responsive, organized, and available. She set up meetings and made the entire team accessible for direct interaction. Likewise, Most Likely To’s smaller size was advantageous for meetings. We were able to hear from their digital and creative sides simultaneously.

What did you find most impressive about them?

The team’s creativity and original ideas set them apart from other agencies in San Francisco. Most Likely To is not just unique but provides a boutique experience for customers that want to know the people they’re working with.

Are there any areas they could improve?

The team’s smaller size has advantages, but can present constraints for certain clients. For example, they don’t necessarily have the same connections and capacity as larger firms. But on the other hand, Most Likely To was consistent and timely. We had the best experience with them.  

Do you have any advice for potential customers?

Most Likely To is passionate about their work. The team is warm and open to talk with prospective clients. Companies should feel enabled to reach out and schedule a meeting.

Introduce your business and what you do there.

I am a human resources generalist at an international law firm. In my role, I work on staffing and ensuring that our employer brand is strong.

What challenge were you trying to address with Most Likely To?

We started working with them a few years ago, and our initial objective was to fill about 80 open positions on our administrative staff in our Minneapolis office. Part of that effort was building our employer brand and online presence for candidates to learn more about our company and make it easier for them to apply. We have since filled those positions, but we continue to work with Most Likely To for out-of-home advertisements in the Minneapolis area, as well as managing our online presence, which includes our LinkedIn and other professional profiles.

What was the scope of their involvement?

They conduct market research to determine a suitable advertising strategy. They then connect with advertising companies to secure contracts and ensure that the physical ads are printed at a high quality.

They renew our contracts to keep our online employer profiles active and updated with our latest job postings. They developed a new landing page for our website, which they built in such a way that we can manage it ourselves. They set up a training session and recorded a video about how to update our posts without contacting them. They continue to host that site, as well.

What is the team composition?

We work closely with a project manager. They have about three or four other people behind the scenes on their team.

How did you come to work with Most Likely To?

We researched several other firms, including some local to our area, but Most Likely To was recommended to us by a vendor we work with that had worked with them in the past.

What is the status of this engagement?

Our collaboration began in 2014 and is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

They keep us well-informed of all the metrics involved—from click rates to the number of impressions our outdoor advertising has seen. We have been very pleased with their results.

How did Most Likely To perform from a project management standpoint?

We generally have unique requests and timelines, but they are flexible enough to meet all of our needs.

What did you find most impressive about them?

Generally, if we want to continue with the same campaign design for an extended period of time, they’ll agree to that, but their greatest strength is encouraging us to think outside of the box and challenging us to get outside our comfort zone.

Any advice for potential customers?

No idea is unimportant. We found it valuable to share as much as we could about our company and our background and then letting them build out the campaign. The more they have to work with, the more successful they will be.

Introduce your business and what you do there.

I’m a senior market strategist in the Department of the Environment for the city of San Francisco. I run communication campaigns and initiatives targeted towards residents, businesses, and organizations across the city.

What challenge were you trying to address with Most Likely To?

We needed a consultant to work on a variety of different campaigns and projects for the city.

What was the scope of their involvement?

Most Likely To has worked on about a dozen campaigns, providing services such as advertising support, copy development, and designing incredible creative. For example, they ran an experiential event for coffee pop-ups around the city. They design full-service advertising campaigns and also do media buying and planning.

They also conduct research to better identify our target audiences and use that information to develop incredibly robust campaigns. We were recently tasked with creating a campaign for Spanish speakers to encourage them to recycle their used motor oil. Most Likely to ran a focus group of Spanish speakers who change their own motor oil and used those findings to create an effective campaign. They leveraged those insights to create a 15 second YouTube video that received about 250,000 hits in three weeks.

What is the team composition?

We usually work with a team of four, which includes a project manager, creative, media buyer, and general support.

How did you come to work with Most Likely To?

We ran an RFP to find someone to support our advertising campaigns in San Francisco. We saw that they were talented and passionate about their work, so we hired them.

How much have you invested with them?

Including fees and media buys, we’ve spent over $1 million.

What is the status of this engagement?

We’ve been partners since 2015.

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen improvements across program enrollment, participation, and activations. Most Likely To also accomplishes our more nebulous goals, such as raising awareness. For example, we wanted to raise awareness of our zero-waste policy by bringing it up at the U.S. Conference of Mayors. They met with the hotel, identified the rooms where the guests would stay, and replaced the traditional recycling bags with campaign-branded ones. They even put up a billboard right across from the hotel and advertising on every piece of street furniture nearby. As a result, the mayor talked about the zero-waste initiative at the conference, which was a huge success.

How did Most Likely To perform from a project management standpoint?

Beyond being on time and on budget, they’re incredibly effective at managing the project. They’re a great team to work with that has great ideas.

What did you find most impressive about them?

They find creative solutions to complex problems and have elegant execution. All of their work has been high-caliber and accomplishes exactly what we want. They’re incredibly clever and fun to work with.

Do you have any advice for future clients of theirs?

Make sure to clearly state your goals and what you want to accomplish. Bring them in early to help refine things and make the process much smoother.