2025 Year in Review: The Anti-Agency Model

Most agencies scale by hiring more people.

In 2025, we did the opposite.

40+ people → 10. Chaos → Clarity. 10x more output. 2x more money per person.

Here's the full story:

@andreilunev got his hands back in code.

Built massive AI creative production from scratch.

Now making 100s of ads per day. Same way we used to do it in the old days - builders building.

Except now one person does what a creative team of 10 did.

I built an internal AI tool for GMC shopping feed optimization.

We now make and launch dozens of feeds per week. Same for cold search ads.

What used to take a dedicated feed specialist 2-3 days now takes 2-3 hours.

Doubled down on advertorials, listicles, presell pages.

Full funnels from presell to tailored ad assets. Both Google and Meta.

3 launched funnels per week per brand is the new norm.

AI made content production a non-bottleneck.

The brands we work with grew 30% to 300%+ YoY.

Depends on maturity and appetite to scale. But all maintained profitability.

Even through tariff chaos and economic uncertainty.

Results don't lie.

We reinforced our A-players only position.

Had 40+ people a few years ago. Cut to 10 at the start of 2025.

All world-class. Zero management stress. Output 10x'd.

The people who left? Making 2x more to support their families.

Everyone won.

Claude Code became home. 80% of our time there.

Building, automating, deploying.

Everything a marketer touches can be automated - if you understand how systems connect.

2026 might be the last year to hop on. Or become obsolete.

@andreilunev and I went back to the trenches.

He's the only one touching Meta accounts we manage. I'm the only one on Google Ads.

Brands tell us this is rare. They talk to smart founders, then get managed by juniors.

High promises. Weak results.

We ditched that.

We talk on the first call. We run the accounts. We're accountable for wins and losses.

Makes everything more fun too.

Being builders and marketers at the core - the progression of each account is what keeps us pumped.

Trenches keep you relevant.

2026 playbook:

• Smaller teams, bigger leverage
• AI for production, humans for strategy
• Founders in execution, not direction
• Accountability over promises

If your agency has 40 people and declining results - ask who's actually running your account.