BY ADIRANNE PASQUARELLI, ADAGE

When the founders of Giant Spoon brainstormed names for their company six years ago, one reason they chose the oversized utensil was because they intended to “stir things up.” And the agency has indeed made waves: Giant Spoon is scooping up new clients and digging into up-and-coming business practices such as direct-to-consumer advertising and esports as it secures its reputation as an agency built for modern marketers.

In part that’s from thinking big early on and not limiting the company to one niche, says Jon Haber, co-founder of Giant Spoon, which is No. 3 on Ad Age’s A-List this year. “A lot of times in those [early] days, people said, ‘Pick a lane and focus,’ but we ignored that advice,” he says. “We said, ‘We need to build an agency to reflect the way people consume brands and content—we need to think across all forms and channels.’”

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