BarkleyOKRP is the latest indie agency to spin up a media offering.
On Thursday (March 13), the Kansas City-based full-service agency announced the launch of MissionOne Media, an independent media offering under the BarkleyOKRP umbrella.
Led by media agency veteran Sean Corcoran as president, MissionOne will provide full-funnel media planning and buying services, as well as CRM, data, analytics, retail media, and digital experiences. It will work closely with BarkleyOKRP’s creative teams to offer integrated solutions while also working with clients independently.
The agency currently manages $1 billion in billings and works with clients including the National Pork Board, Suja Life, TGL, Mariner, AMC, Ruiz Foods, The Vitamin Shoppe, Rawlings, and Global Industrial. It operates in the U.S. only.
MissionOne was formed out of BarkleyOKRP’s existing 200-person media and analytics department and its tech stack is powered by Adlucent, the digital performance marketing agency BarkleyOKRP acquired in May 2024.
“There is an enormous opportunity in media to compete at a holistic level,” Corcoran told ADWEEK. “We definitely have the scale that’s bigger than your average boutique. We’re not quite the size of a holding company, but we think that’s a good thing in today’s world.”
Corcoran joined BarkleyOKRP as president of media and analytics in August from Mediahub, where he was most recently U.S. CEO. During his more than 12 years there, Mediahub grew from a division of MullenLowe to eventually spin out as an independent media agency part of the IPG Mediabrands network.
Since he joined, he has brought on a leadership team that includes former brand-side marketer Pat LaCroix as EVP of media and growth; former Mediahub and Martin Agency exec Demian Brink as chief data and analytics officer; agency and ad tech vet Dan Davies as EVP product; and media agency vet Ernest Meadows III as EVP planning.
In addition, the existing BarkleyOKRP media leadership team, which includes chief media officer Reshma Karnik; SVP data and analytics Madeline Juneau; SVP data and tech Matt Zeiger; SVP Business Operations Sue Krieg; and SVP CRM Benjamin McCabe, will join MissionOne.
Independent and integrated
Corcoran said that now was the right time to spin out MissionOne as an independent offering because as holding company media networks transform into platforms that add “another layer of buying and reselling media” to the process, clients are looking for “great partnership.”
