Redefining What An Agency Can Be
Bobak Emamian
Bobak Emamian

Redefining What An Agency Can Be

Bobak Emamian, CEO & Co-Founder

This post was co-authored by co-founders Bobak Emamian, CEO and Eric Weber, CXO

This past year has been an incredible chapter in Prolific’s story. We were named a best place to work by Crain’s New York Business and Ad Age, and recognized as a Fastest Growing Company by Inc. 500 and Crain’s Fast 50. We moved into a new office, hired a new CFO, and produced more educational content with a broader reach than we have ever done before.

Today marks another exciting milestone as we announce an investment from Critical Mass and Omnicom to support us in our vision to redefine what an agency can be.


About a year and a half ago we began exploring what the future of Prolific could look like and that included the possibility of an investment or acquisition. With potential opportunities already knocking on our door, we brought in a few trusted advisors to help coach us through the process.

This wasn’t just a business decision, it was an opportunity to do some soul-searching as well. Becoming yet another disassembled and integrated agency, or being absorbed by a brand, certainly weren’t destinations we were working towards over the past seven years. We realized the huge opportunity right under our noses: to build on the foundation that so many people had painstakingly helped to establish over the years. We had a platform that we could now use to redefine the notion of what an agency stands for and reinforce our belief in a partnership model.

The strategy, then, is simply to invest in the continued growth and development of the company working towards the goal of being the best problem solvers in the world. While there was the option to do this on our own, a partner and investor aligned with this vision could take us there much quicker. We knew we couldn’t partner with someone unless they were the right fit for where we saw ourselves and our brand in the future.

When we met Di Wilkins, the CEO of Critical Mass, we hit it off right away. She reminded us of one of our earliest mentors, Mike Germano, who showed us things that we never would have believed could have been possible. Much like Mike, Di recognized the value of our product team model and was excited to help mentor us as we scale globally.

Most importantly, Critical Mass shares the same values of putting people first and believes in the strength of a culture and the mission behind a company. We were inspired by their knowledge and experience of growing a company on a global scale.

It took many years to discover who we truly are, and for this vision to come into focus. We have the opportunity to influence and change the industry. Redefining what an agency can be is almost impossible, and that’s why it makes sense to do it.