Episode Summary
Chris shares the evolution of Advertir through retail booms, economic downturns, peso devaluations, and the rise of digital media, all while remaining fiercely committed to his community and clients.
Episode Highlights:
- How a dictionary entry sparked the agency name ‘Advertir’ and why its Spanish meaning still resonates today.
- The mall boom that catapulted their early success and how regional demographics drove a unique market opportunity.
- Facing a financial reckoning and how Chris saved the business through radical downsizing and innovative outsourcing before it was trendy.
- Why agency owners must understand gross income, not just gross billing…a lesson learned the hard way.
Agency Info
-
Company: Advertir
-
Guest: Chris Julian
-
Year Started: 1978
-
Employees: 1-10
How do you spell relief? P-R-O-F-I-T.
Chris Julian
Key Takeaways
Don’t Mistake Revenue for Profit
Chris shares a hard truth many agencies overlook, media billing inflates revenue but distorts reality. At their peak, Advertir had 14 employees and a 4,000 sq ft office, but the margins didn’t support it. A life-changing seminar introduced Chris to real industry benchmarks and forced a financial reckoning that changed his agency forever.
Build a Business Model Around Value, Not Ego
“Full-service doesn’t mean everyone has to be on payroll.” When Chris realized their in-house model was unsustainable, he pioneered outsourcing before it became common practice. By focusing on analytical work and outsourcing creative to fit the project, he expanded capabilities, reduced costs, and delivered better outcomes—all without bloated overhead.
Old-School Roots, New-School Tools
While Advertir serves a market slower to adopt digital, Chris has embraced technologies like dynamic display ads and programmatic targeting, layered on top of old-school research and media fundamentals. This mix keeps his agency agile without losing strategic grounding.
Left Brain + Right Brain = Agency Survival
“Creative talent without business acumen is a death sentence.” Chris underscores the need for agency owners to balance creativity with financial discipline. His advice? Know your numbers, watch your margins, and collaborate with those whose strengths complement your own.
Stay Humble, Stay Curious
“As long as I can talk and walk, I’ll keep doing this.” Even after 45 years, Chris isn’t slowing down. He attributes his longevity to curiosity, hiring younger and smarter people, and never forgetting that agencies exist to serve clients, not impress them.
Enjoy this Episode?
Subscribe to An Agency Story on your favorite podcast app for more real stories from agency owners. Loved what you heard? Leave a review or share this episode with someone building their agency from the ground up.
