WORTHI

How Worthington Built a Multimillion-Dollar Marketing Agency from Scratch

December 15th, 2024

Founded By

Myles Worthington

Founders

Employees

7 (est.)

Profitable

Yes

Year Started

2022

Customer

B2B

Founded By
Myles Worthington: Founders
1

Employees
7 (est.): Profitable
Yes

Year Started
2022: Customer
B2B

Who is Myles Worthington?

Myles Worthington, a Southern California native, studied marketing at Fordham University and has a background in marketing roles, including at Netflix, before founding Worthi, an agency focused on ethnographic marketing and communications.

What problem does WORTHI solve?

Customers turn to WORTHI for marketing that truly understands and respects diverse cultural backgrounds, solving the challenge of authentic engagement in an increasingly multicultural world.

How did Myles come up with the idea for WORTHI?

Myles Worthington came up with the idea for WORTHI by reflecting on his experiences at Netflix and noticing the growing importance of authentic cultural representation. As a marketing executive, he played a vital role in developing the company's culturally specific social channels, which sparked his interest in promoting the narratives of historically underserved communities. His personal background, being raised in a predominantly white town, also influenced his desire to create a space that values diversity and multicultural perspectives.

Prompted by internal changes at Netflix and his wife's encouragement, Myles started contemplating entrepreneurship in late 2021. He was initially hesitant about leaving the stability of his job, but he began putting his ideas on paper and thinking seriously about launching his own venture. This period of contemplation allowed him to identify a gap in the market for a company that could bridge the cultural divide between brands and diverse audiences.

Despite being unexpectedly laid off from Netflix in April 2022, Myles saw this as an opportunity to fully embrace his entrepreneurial vision. Just before leaving Netflix, WORTHI had already secured its first client, validating Myles's belief in the potential of his idea. Through listening to feedback and gaining insights from his previous experience, he was able to refine his company's focus on creating culturally relevant marketing strategies that resonate with different communities. This journey taught him the value of resilience and the importance of authentic storytelling in connecting brands to the audiences they aim to serve.

How did Myles Worthington build the initial version of WORTHI?

Myles Worthington built WORTHI by leveraging his extensive background in marketing and ethnography gained during his tenure at Netflix, where he was instrumental in creating culturally specific channels like Strong Black Lead and Con Todo. The initial development phase focused on crafting an ethnographic approach to marketing, emphasizing the study of various cultures and behaviors to build meaningful connections between brands and diverse audiences. Given that WORTHI is a service-based company specializing in marketing communications, the primary toolset comprised sophisticated market analysis techniques and a strong network of industry contacts rather than a traditional tech stack or manufacturing process. Worthington faced the challenge of bootstrapping the company entirely without outside funding, a process that tested his resourcefulness and commitment to creating an impactful, inclusive business. It took a few months from the initial contemplation in late 2021 to the official launch in May 2022, during which Worthington secured Peloton as the first client, kickstarting WORTHI's journey to becoming a multimillion-dollar agency.

What were the initial startup costs for WORTHI?

Early Client Acquisition: Before officially launching WORTHI, Myles Worthington signed a $100,000 statement of work with Peloton Interactive, providing a financial boost to start his company.

What was the growth strategy for WORTHI and how did they scale?

Major Brand Partnerships

Worthi's growth can be attributed significantly to securing partnerships with well-known brands like Paramount+, Lionsgate, and Peloton right from the start. This approach allowed Worthi to leverage these brands' established audience bases. Working with such high-profile clients not only created consistent revenue streams but also positioned Worthi as a credible and capable agency.

Why it worked: These partnerships opened doors to broader networks and audiences in the entertainment and tech sectors. Big brands often have substantial marketing budgets and are willing to invest in comprehensive marketing strategies, providing stable and significant income for Worthi.

Ethnographic Marketing

Worthi specializes in ethnographic marketing, focusing on understanding people and cultures, then creating tailored strategies to connect brands meaningfully with diverse audiences. This unique approach resonates well with the current shift toward culturally relevant and authentic marketing. By crafting strategies that speak directly to specific cultural and demographic groups, Worthi effectively helps its clients engage more deeply with these communities.

Why it worked: Modern consumers demand authenticity and cultural sensitivity from brands. Worthi's ethnographic focus allows them to deliver customized campaigns that build trust and loyalty among multicultural and LGBTQ+ audiences, which are growing consumer demographics.

Content Creation

Worthi is not just about consulting; they actively produce content aimed at telling stories by and about historically underserved communities. This includes developing unique narratives that align with client objectives while ensuring cultural relevance.

Why it worked: Original content production allows Worthi to control the narrative and create engaging, impactful stories that resonate with target audiences. It also provides clients with high-quality content that reflects their brand values and objectives in a multicultural context.

What's the pricing strategy for WORTHI?

WORTHI employs a bespoke pricing strategy centered around high-value contracts, such as their initial $100,000 statement of work with clients like Peloton, emphasizing tailored services over fixed pricing plans.

What were the biggest lessons learned from building WORTHI?

Embrace Uncertainty: Myles Worthington leveraged unexpected job loss as an opportunity to start Worthi, proving that uncertainty can be a catalyst for success.
Build on Diversity: Worthi's success stems from intentionally hiring diverse voices, which brought fresh perspectives and enriched their creative output.
Resilience Pays Off: Building Worthi without investors showed that resilience and resourcefulness can lead to substantial growth despite initial setbacks.
Create a Supportive Environment: By valuing diversity and creating a safe workplace, Worthi fostered a strong, supportive team dynamic.
Leverage Timing and Opportunities: Worthington's strategic timing in securing clients before launching Worthi highlights the importance of preparing for and seizing the right opportunities.

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