Venture Studio Initiated by Ammunition to Aid Brands and Ad Agencies in Expansion Efforts
Atlanta's crack creative agency, Ammunition, is diving headfirst into a new venture studio venture. This exclusive scoop was shared with Adweek.
Ammunition Ventures, the exciting new arm of the agency, aims to foster both fledgling brands and creative agencies, assisting them in their scale-up journey. This ambitious venture promises to dole out both financial investments and agency services to early-stage start-ups hailing from various industries, as well as creative agencies yearning for growth. Within the next 12 months, the agency plans to make strategic investments, committing around $1.5 million in combined capital and agency services per startup.
In the words of Jeremy Heilpern, Ammunition's founder and CEO, "We've never shied away from our entrepreneurial spirit, and now we're ramping it up a notch by offering both finances and creative know-how to help these start-ups scale."
To break it down, Ammunition Ventures will cater to two distinct types of companies. The first batch are consumer product companies, with whom Ammunition will strike a deal in exchange for equity. In return, they'll offer strategic branding, digital strategy, and creative production services.
The second set of beneficiaries is emerging creative agencies. Ammunition will lend its expertise, infrastructure, and a sprawling network of connections to help these agencies climb the growth ladder, all for a piece of the pie.
"We've noticed how tight financial constraints can make it tricky for early-stage companies to collaborate with agencies," explained Heilpern. "This model is a win-win, as we bring capital, expertise, and the push they need to flourish, and they deliver equity in their business to us."
When it comes to operational and creative efforts for portfolio companies, Ammunition's team of 40 dedicated employees will take charge under the ventures arm, offering digital strategy, creative production, and operational support to ensure these start-ups have the right infrastructure to prevail.
Heilpern underlined the significance of senior leadership's involvement in the venture studio. "We've experienced the trials of running a bootstrapped business ourselves, and we're familiar with the hurdles that come along with it," he said. "Our founder-to-founder guidance enables us to connect with emerging entrepreneurs on their level, offering advice, support, and the infrastructure they need to propel their growth."
Ammunition initially cut its teeth in the home goods, construction, and building products sectors, but over time it has ventured into other verticals like insurance, healthcare, and financial services. In 2023, Ammunition bolstered its video production chops with the acquisition of Mad Hat Creative, an Emmy-winning production studio.
That's the lowdown on Ammunition's venture studio endeavor. Stay tuned for updates as this story unfolds!
- Ammunition Ventures, the new venture studio of Atlanta's crack creative agency, Ammunition, aims to provide financial investments and agency services to early-stage start-ups and creative agencies seeking growth.
- Over the next 12 months, Ammunition Ventures plans to invest around $1.5 million in combined capital and agency services per startup.
- Ammunition Ventures will cater to two distinct types of companies: consumer product companies and emerging creative agencies.
- For consumer product companies, Ammunition will offer strategic branding, digital strategy, and creative production services in exchange for equity.
- Emerging creative agencies will receive Ammunition's expertise, infrastructure, and a sprawling network of connections to help them climb the growth ladder.
- Heilpern emphasized the importance of founder-to-founder guidance in the venture studio, as Ammunition has experienced the trials of running a bootstrapped business and understands the hurdles early-stage companies face.
