Media Buying Briefing: How the multi-tasking Court Avenue aims to reduce digital ‘friction’ for its clients

By Michael Bürgi

Did you know that the first concrete paved road in America was named Court Avenue, in Bellefontaine, Ohio? Clearly someone saw the future potential of transportation and decided to make a better, easier path for cars, trucks and motorcycles to travel.

That moment in history inspired the name of San Diego-based Court Avenue, an independently owned agency group that specializes in digital, but also acts as a tech incubator and consultancy for clients including Kia Motors, Taylor Guitars and Epson computer products. The most recent win is U.S. Air Force’s Rapid Sustainment Office, for which Court Avenue is handling website, technical platforms and social media work, according to a company representative.

Launched only months before the COVID-19 pandemic began by two friends, co-founders Kenny Tomlin and Dan Khabie, who crossed paths for years at WPP-owned or -acquired agencies including Rockfish, Digitaria and Mirum, Court Avenue is expected to reach $13 million in total revenue in 2021 (including acquisitions), according to a source at the firm.

“When I read that the first paved road in America was Court Avenue, I thought that’s a great brand for a business that’s focused on innovation and transformation. While it didn’t shorten the physical distance between two points, paving roads shortened the practical distance, and it removed a lot of friction,” said Khabie, who described his role as the “natural hunter” for new business at the agency.

Filling out the executive triumvirate at Court Avenue is CEO Michael Stich, another WPP veteran who also brings strategic consultancy experience from time spent at McKinsey.

Tomlin, who is Court Avenue’s inherent networker with the big Rolodex (if those even exist anymore), laid out three goals he and Khabie set when they first launched Court Avenue in the latter’s garage: “First and foremost, we wanted to build around digital transformation strategy. Most people would agree that COVID was less of a disruptor and more of an accelerant. The second was we wanted to do some acquisitions and investments with great entrepreneurs in early-stage businesses and help them grow. And the third was we just want to be a home for innovation. We want to launch products and invest in products.”

Scott Sturcke, Epson’s director of creative services, video and online marketing, said he works with Court Avenue on a project-by-project basis, but has grown that remit of online AOR work over time, from websites built to broader digital strategy work. Sturcke said he’s comfortable with Court Avenue’s “unagency-like” approach, having worked with Khabie when he was at Digitaria and Mirum.

“We’re currently working with them on trying to understand more about the digital customer journey, as we evolve our business,” said Sturcke, who added he doesn’t consider Court Avenue a vendor, but rather part of his team. “How do we make sure we improve that digital experience for customers across the board? That can be someone buying a $12 ink cartridge on our site to someone looking to buy a $500,000 printer through a deal, that doesn’t have anything …read more

Source:: Digiday