Marketing is much more than placing an ad buy or composing an effective press release — the latter not accomplished as easily as some might expect. Marketers research and analyze. They tell stories and sway opinion. They help influence consumer behavior. The payoff may require a little patience, but businesses generally reap the rewards of good marketing in whatever form it takes.
Without a good marketing plan, most businesses would not last long.
“In today’s world, even the best products and services can get overlooked without a strong story and the right strategy to share it,” said Millie Ward, the state’s longtime matriarch of marketing.
Millie Ward
(Photo courtesy of Stone Ward)
Ward founded Little Rock’s Stone Ward agency in 1984 with partner Larry Stone. The firm has grown to represent prominent Arkansas brands such as Baptist Health and Sissy’s Log Cabin, Arkansas-based brands with national reach such as Westrock Coffee and America’s Car Mart, and national brands that include Snap-on and the National Women’s Soccer League. Based in Little Rock, Stone Ward has offices in northwest Arkansas and Chicago.
Ward, who serves as firm president, said the job of a marketing agency boils down to delivering solutions that create lasting value.
“Our cadre of clients includes prominent national brands, giving us the kind of national and global experience that comes with them,” she said. “Our expertise spans strategy, brand development, creative services, digital innovation, media planning, public relations and crisis communications, content marketing, social media management, and experiential activations, ensuring integrated, client-focused results across every discipline.”
Ward said the firm’s Arkansas roots give it an edge, which she called “broad expertise combined with a deep understanding of how to make an impact locally and regionally.”
She added, “We’ve always believed Arkansas favors the bold — that was the tagline of one of our campaigns — and it’s something we live by. Our goal is to be one of those bold businesses that put Arkansas on the map while helping our clients, our community and our agency thrive.”
Ward said global ad spending is projected to hit $1.1 trillion by 2025. Therefore, the importance of strategy cannot be overstated, she added.
“We believe it all starts with a strong brand — who you are, what you do and what you say,” she said. “Be. Do. Say. That’s the foundation for everything, and the clients we love working with are the ones doing good in their communities, their states and around the world. They’re authentic. They have soul, and that’s why they’re growing — because purpose-driven brands resonate and gain traction.”
Stone Ward’s northwest Arkansas managing partner, Brett Parker, recently participated in an AdAge panel discussion in which Ward said he talked about a “full-funnel approach.”
“He made a great point — broad awareness lays the groundwork, but you’ve also got to meet people where they are to create meaningful connections that drive valuable conversions,” she said. “When your investment is guided by strategy, every dollar works harder. It’s not just about spending. It’s about spending smart — building a brand with purpose, connecting authentically and driving real results.”
For many, marketing has evolved into an overwhelming concept, sometimes even an intimidating one, but its value cannot be overstated, said Jeremy Flynn at Little Rock digital marketing firm JF Media+Marketing, which he founded in 2020. Marketing firms have evolved to meet the market’s diverse and specific needs.
Jeremy Flynn and Elicia Dover (Photo courtesy of JF Media+Marketing)
“The strongest businesses are those who have a vision for growth and a plan to achieve it,” he said. “Even in down times, history has shown that those who market far surpass their competition by taking advantage of opportunities. There are many businesses who may not have the need or resources for a full-time marketing employee, but every business has a need for marketing, and we feel that is where we can help to bridge that gap.”
Since launching the firm, Flynn has expanded its reach with the 2023 addition of his wife, longtime KATV reporter Elicia Dover, to the team. JF has since added marketing manager Sara McOlvin, but Flynn said it remains a nimble local shop, although it has served the needs of clients on a national and even global basis.
With no traditional overhead, the firm can focus on its nimbleness.
“We feel that by being a local firm, it allows us to invest personally in our clients’ businesses,” Dover said. “We treat each client as if we had ownership in their business and execute marketing practices as if we were spending our advertising budgets. Because we employ a virtual and work-from-home model, it’s allowed us to aggregate some of the best marketing minds in the industry to work for our clients. There are many national big-box agencies or companies that promise to act in this way, but the truth is most of those options are copy-and-paste models or a one-size-fits-all plan that doesn’t allow for in-depth analysis, optimization and pivoting, which is essential in marketing.”
Some firms specialize in social media marketing, and one of them is Little Rock’s Synergetic Social. Founder Hayden Medlock said her goal is simply to enhance clients’ digital footprints and influence.
“We wholeheartedly embrace the belief that people buy people, not brands,” she said. “In the world of digital marketing, the core is human connection, resonating with the individuals behind the screens. Our passion lies in witnessing businesses achieve their utmost potential while forging new and meaningful relationships along the way. We seamlessly blend strategy with creativity, providing our clients with an experience that’s not only smooth but also immensely enjoyable. Our approach is both fun-loving and results-driven in equal measure. We excel in strategizing, curating, executing and refining every facet of the social media journey.
Hayden Medlock (Photo courtesy of Synergetic Social)
Medlock added that the firm’s primary service is offering a completely hands-off experience.
“We handle everything from ideation and content creation to capturing, publishing and organically growing your account,” she said.
Social media is essential in today’s digital world. Businesses ignore it at their own risk.
“It is an incredible way to put your brand in front of your target market and build trust with them, which in return will increase your bottom line,” Medlock said. “Selecting a local marketing firm from Arkansas offers a unique advantage — a deep understanding of the local culture, values and market dynamics. Arkansas businesses thrive on genuine connections and community-focused strategies, and a local firm is perfectly positioned to craft marketing plans that truly resonate with the audience. Additionally, partnering with a local firm means working with people who are invested in your success because it’s their community too.”
Few is another Little Rock agency that redefines traditional marketing. It was launched a decade ago as a spin-off of the Made by Few web conference, which was held annually in North Little Rock. Arlton Lowry, partner at Few, launched the conference and began receiving interest from attendees for him to design and build websites.
“Few was born by serving those clients like Museum of Discovery [in Little Rock] and others who are still clients to this day,” said Few partner and CEO Zack Hill. “It has since grown to not only do websites but to be a full-service digital product agency.”
Zack Hill, left, and Arlton Lowry
(Photo courtesy of Few)
Just like the firms who practice the discipline, marketing has evolved, especially in the digital age. Few may not create typical ad campaigns, but its services remain crucial marketing tools.
“In today’s world, a website is essentially your digital front door,” Hill said. “There’s a lot that a customer or potential user can glean from the information and experience they have on your website. Similarly, a web or mobile application can work great, but it will be judged by users on how easy it is to use the application and the utility it provides. These digital products can’t just work; they have to work the way a user wants them to work and be a great experience or someone will find an application they like to use.
“Just like when building a custom home, it requires working closely with your builder and collaborating through each phase. That is easier when you can meet with them and work alongside them. With that said, we work with clients all across the country, primarily because we are seen as high value compared to other agencies on the coasts.”
Hill said the firm foresees opportunity ahead as artificial intelligence continues to catch on and “shake things up” further.
“The businesses that have large-scale data on their customers, workflows, etc., are the ones that can quickly take advantage of what AI has to offer,” he said. “The challenge is that most software built before 2020 wasn’t built in a format that allows AI to easily be integrated or data to be trained on, so if you aren’t evaluating your software or considering retooling to allow for AI integration or an AI core, you are at risk of being behind in a few short years.”
Another emerging trend in marketing involves crisis communications management. Ward said the current level of disruption in today’s information-saturated world, whether a subtle shift or a sudden news event, combined with the rapid pace of change requires companies of all sizes to be both prepared and responsive.
“Navigating these situations effectively often requires the expertise of an agency trained in crisis communications to help them do this successfully,” she said. “We have client work that involves everyone in our agency throughout the year. Other highly specialized client projects, such as crisis communications management, require a much smaller team. The bottom line is if you’re an agency, you do whatever it takes and pull in whoever is needed to make those clients successful.”
