Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with CJ Ogle and Brent Matthews, co-founders of Citizen Advertising based in Knoxville, Tennessee. What began as an internal marketing arm for a local mattress retailer unexpectedly evolved into a full-service advertising agency serving small businesses across the Southeast. Together, they unpack the fascinating journey from basement gigs to boardroom strategy sessions and the sewage-soaked commercial shoot that nearly derailed it all.
Episode Highlights:
- How a failing economy in 2008 opened the door to TV advertising and Citizen’s first client win.
- The duo’s unique band-turned-business partnership and the long runway that launched Citizen.
- Why they’ve stayed loyal to small businesses and how that’s shaped their values and operations.
- The pivotal moment when their mentor said, “Let my people go,” and set them fully free.
Agency Info
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Company: Citizen Advertising
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Guest: C.J. Ogle and Brent Matthews
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Year Started: 2008
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Employees: 1-10
Do the right thing. Turns out, that’s been enough to build a business we’re proud of.
C.J. Ogle
Key Takeaways
A Long Runway Can Be a Hidden Advantage
Citizen Advertising didn’t leap into existence, it simmered for nearly a decade within another company. That long incubation gave CJ and Brent room to experiment, fail safely, and develop a deep understanding of marketing with real financial consequences.
Small Business Empathy Isn’t Just a Talking Point
Unlike many agencies chasing bigger clients, CJ and Brent have remained committed to small business. Their firsthand experience managing sales floors and operations gives them unmatched empathy: “When you can lose your house over something working or not working, that’s a different proposition entirely.”
Mentorship + Autonomy = Sustainable Growth
The founders credit their former employer, the owner of The Bed Store, with modeling a culture of trust and long-term thinking. By allowing them to build Citizen Advertising within his business and later release them with his blessing—he exemplified what it means to lead with vision, not fear.
Respect and Simplicity Build Strong Culture
Citizen’s culture thrives on a deceptively simple idea: treat people like adults. No micromanagement, no bloated handbooks, just “Do the right thing.” And it works. Their team is loyal, empowered, and deeply aligned with the agency’s purpose.
Show Notes
- Citizen on Instagram (for Brent’s dance moves and karaoke gems)
- Book reference: Not mentioned directly, but themes align well with “Let My People Go Surfing” by Yvon Chouinard.
- CJ and Brent’s band website: Hospital
- Hospital: Behind the Music video on Youtube
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