A studio of arguers,
makers, and people
who care too much.
We're forty-six people across eight practices in one studio on the fourth floor of a quiet commercial block in Dwarka, southwest Delhi.
We started AdMatrix in 2014 because the agencies we'd worked at were optimizing for billable hours and not the work. Twelve years later we're still optimizing for the work — and the company is healthier for it.
Six principles. Non-negotiable.
Process before posturing
Every engagement begins with the unsexy work — customer interviews, competitor teardowns, attribution diagnosis. Without it, everything that follows is decoration.
Senior people, all the way down
The team you meet in the pitch is the team on the work. We don't scale by hiring juniors and selling their hours at senior rates. Our model breaks if we do.
Defend the position, change the tactic
The strategy holds for years. The tactics change every quarter. Confusing the two — defending an outdated tactic in the name of consistency — kills programs.
Disagree, in writing
We push back. In meetings, in docs, in Slack. Agencies that agree with everything you say are not earning the fee. The best clients hire us specifically for this.
Measure what you'd defend to your CFO
Vanity metrics are a tax on attention. Every report we ship is one a CFO would sign off on. Reach, impressions, and engagement get a footnote, not a headline.
Refuse work we're wrong for
We turn down roughly two engagements a month. Wrong stage, wrong scope, wrong fit. Honesty in the sales process is the cheapest insurance against a bad engagement.
The named partners and practice leads.
Forty more people sit behind these eight. Designers, writers, engineers, planners, project leads. The full team biography is available on request and during the engagement scoping conversation.
Iris Halberg
Founding Partner · Strategy
Positioning, fractional CMO, GTM
Tomás Bauer
Partner · Paid Media
Performance media, MMM, incrementality
Ren Okonkwo
Director of SEO
Technical SEO, GEO, AI search
Calla Vance
Partner · Strategy
Brand strategy, naming, narrative
Sefa Lindstrom
Creative Director
Identity systems, art direction
Maren Kowalski
Director of Content
Editorial, video, podcasts
Jirí Vesely
Engineering Lead
Next.js, Webflow, headless
Anya Choudhury
Director of CRO
Research, experimentation, lift
↳ Hiring & briefing
Work with us — or for us.
We hire twice a year and brief constantly. If either applies, let's talk.