Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Alex Onaindia, CEO and co-founder of Distinction Agency, a full-service marketing firm that specializes in athlete and influencer marketing. Based in Orlando, Florida, Alex shares how he navigated the uncharted waters of NIL, the influencer boom, and the chaos of pandemic-era marketing…all while growing a diverse and dynamic client roster.
Episode Highlights:
- How Distinction turned a viral NFL blooper into a high-visibility brand campaign overnight.
- Why NIL (Name, Image, Likeness) is a powerful shift in athlete empowerment and how agencies can lead the way.
- The overlooked struggles of first-time founders and the “unsexy” side of agency ownership.
- Why diverse talent sourcing leads to broader brand partnerships.
Agency Info
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Company: Distinction Agency
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Guest: Alex Onaindia
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Year Started: 2018
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Employees: 1-10
If you put yourself in the room, do good work, and build a reputation, things will happen.
Alex Onaindia
Key Takeaways
Leaning into Viral Moments Can Build Brand Equity
When a video of NFL cornerback Darnay Holmes went viral during a London game, Alex didn’t flinch. Instead, he quickly activated his team, partnered with an NFT brand, and created a content-driven reaction campaign that landed on Fox, CBS, ESPN, and The Pat McAfee Show. Being fast and embracing opportunities is essential.
Creativity Must Be Matched with Operational Maturity
Alex admits that early on, he focused heavily on the fun parts of running a creative business such as campaigns, content, events, while ignoring the back-end mechanics like forecasting and financial health. The pandemic forced a wake-up call. Building a sustainable agency means mastering the numbers, not just the narrative.
NIL and Influencer Marketing Are Changing the Game
The agency thrives at the intersection of traditional sports marketing and the evolving influencer economy. Alex sees NIL as not just fair, but essential allowing athletes to monetize their personal brand and give back to their communities. Emerging markets require proactive, real-time education and expertise from agencies.
A Strong Co-Founder Relationship is an Underrated Asset
Alex credits much of his stability and growth to his business partner, who balances his strengths and shares the highs and lows of entrepreneurship. Having a peer, coach, or mentor or a co-founder can be your emotional and strategic ballast in an unpredictable industry.
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