Upshot, Inc

About Upshot, Inc

Upshot, Inc. is a full-service creative and consumer marketing agency established in Chicago in 1994. The company was founded by members of the LGBTQ community, including John R. Kelley, Jr., and Carol Griseto, with the goal of building an agency driven by cultural curiosity. The firm operates as a subsidiary of Advantage Solutions, following its acquisition on November 29, 2016. Brian Kristofek, who joined the agency in 1996 and became CEO in 2007, continues to lead the company. Kristofek's journey includes brand management roles at Anheuser-Busch and a career that saw him advance from Account Director to President and CEO at Upshot.

The agency delivers integrated marketing services for major brands, focusing on brand strategy, campaign activation, shopper marketing, and experience design. It operates in a market where commerce, media, and technology intersect, serving a diverse client base that includes B2B and B2C companies in sectors like food and beverage, consumer goods, retail, and technology. Notable clients have included Google, Corona, Quaker, Starbucks, and Procter & Gamble. Upshot's business model is centered on providing comprehensive creative services, from developing strategic insights to executing campaigns across digital, social, mobile, and in-store environments. The agency generates revenue by creating and implementing these marketing solutions for its clients.

Upshot provides a suite of services designed to connect brands with consumers. This includes brand design, content creation, and designing human-centric experiences for both physical and digital retail. Their approach involves analyzing the marketplace, consumer behavior, and cultural trends to inform their creative strategies. A key service is developing holistic brand platforms and integrated campaigns that aim to build brand equity and drive consumer participation and purchases. The agency has created immersive retail experiences for brands like New Balance and developed multi-faceted campaigns for clients such as Kroger and Scotts Miracle-Gro.