Agency pp 295-301 | Cite as

Case Studies of Start-Ups Within an Agency

  • Rick Webb


Throughout my travels and conversations in advertising, when talking about building product within services firms, and who has done it right, I invariably point to Modea. Odds are that you have never heard of the shop. Despite its founder, David Catalano, sitting with First Lady Michelle Obama at the State of the Union as a symbol of job creation throughout the recession, Modea has by and large stayed under the radar of most of the pundits and students of digital advertising. Its relatively remote location in Blacksburg, Virginia, has helped with this, but so has the attitude of the founders. “Modea has always been outside the industry,” says CEO Catalano.1


Building Product Walk Away Service Game Founding Team Angel Investor 
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© Rick Webb 2015

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  • Rick Webb

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