S50 wasn’t built to play nice.

We didn’t start this agency because we wanted to be smaller, quieter, or “scrappier” than everyone else. We started it because we believe the best work—the work that drives sales, shifts categories, and creates momentum, doesn’t come from bloated systems, endless process, or Holdco noise.

It comes from focus. Speed. Taste. And an unhealthy obsession with winning.

That’s what it means to be a challenger.

Why We Built S50

We came from the big agencies. We know how they work.

Slow. Political. Expensive. Over-processed. Optimized for revenue, not results. Great decks. Safe ideas. Little appetite for risk.

Somewhere along the way, the work stopped being about impact and started being about approval.

S50 was our response to that.

We wanted to get back to work that moves markets, not meetings. Work that’s built to sell, not just signal. Work that’s designed to perform in the real world, not win internal debates.

So, we built an indie agency with senior talent, modern tools, and zero patience for bullshit.

What “Challenger” Actually Means to Us

Challenger brands aren’t underdogs. They’re fighters.

They don’t wait their turn. They don’t follow category conventions. They don’t play by rules designed to protect incumbents.

They take smart risks. They move faster than the market. They make noise where others play it safe. And when the category zigs, they zag, on purpose.

Our job is to fuel that energy.

That means bold creative with teeth. Strategy that’s grounded in behavior, not category clichés. With a relentless focus on growth, because awareness without action doesn’t pay the bills.

How We Work (And Why It Works)

Speed is a weapon. We use it.

We don’t disappear for weeks to perfect an idea before letting clients see it. We share thinking early. We collaborate in real time. We move ideas forward in days (sometimes hours) because momentum matters.

Structurally, S50 is flat by design. No ivory towers. No egos. No precious swim lanes. Everyone has a voice, and the best idea wins. Multi-disciplinary teams are involved from day one, and healthy debate is part of the process, not something to manage around.

This is how you get sharper work, faster decisions, and better outcomes.

And we’re unapologetic about how we measure success: not by awards on a shelf, but by growth in our clients’ businesses. Sales. Share. Momentum.

Why the Market Needs Indie Energy

The ad industry doesn’t need more noise. It needs more nerve.

It needs agencies willing to take swings. To challenge assumptions. To build work that’s ambitious, commercially aggressive, and impossible to ignore.

That’s what indie energy brings. Less theater. More intent. Less hierarchy. More hunger.

S50 exists for brands who want that edge and for teams who want to build work that matters.

No rules. Best creative. Real results.

That’s the fight we’re here for.

Chris Parker – Founder, Managing Partner

Michael LeBeau – Founder, Managing Partner