Dagger

Dagger is a full-service creative agency based in Atlanta. The agency was co-founded in 2015 by Mike Popowski, CEO, and Carla Paschke Guy, Chief Strategy Officer. Dagger was launched “post-disruption,” after the proliferation of new media, social media and mobile technology and according to Ad Age, "helps big brands act more like modern, nimble media companies."

Dagger was named one of AdWeek’s fastest-growing agencies in 2020, 2021, and 2022, and the 2022 AdAge Small Agency of the Year - Gold, Southeast. Dagger was recognized on the Inc. 5000 list of fastest growing privately held companies in 2018, 2019, 2020, 2021 and 2022.

The agency was named a Best Place to Work in 2020 and 2021 by the Atlanta Business Chronicle and a Best Place to Work by Ad Age in 2021.

History

Dagger launched an in-house media company, Butter.ATL, in 2018.

In October 2020, Dagger became the Agency of Record for Fast-Food Chain Krystal.

In 2022, Dagger announced the spin-off of Butter.ATL. Dagger remains a minority owner and continues to support the brand and its future growth.

In 2021, Dagger hired Hollywood veteran Lance Krall, best known for his credits as staff writer for hit TV shows including "It's Always Sunny in Philadelphia" and "Last Man Standing,” as VP, co-group creative director.

In 2023, Dagger launched Dagger Originals, a TV development company. Hollywood veterans Lance Krall and Tara Ochs lead Dagger Originals.

Dagger is an inaugural member of The A Pledge, co-founded by Dagger CEO Mike Popowski, as a call for Atlanta agencies to make agency diversity a priority.

Dagger clients include AbbVie, Aflac (Agency of Record), American Cancer Society, American Spirit Works Distillery, Autotrader, Boys & Girls Club of America, Buffalo Wild Wings, Cox Automotive, Carter’s, The Coca-Cola Company, Delta, Freddy's Frozen Custard & Steakburgers, The Home Depot, Intercontinental Hotels Group, Prezzee, Rent., Interface, Juvederm, Krystal, OYO Hotels & Homes and Vraylar.

Awards

2020 Ad Age Small Agency of the Year, Silver Southeast

2020 AMY Non-Profit Marketing Campaign Awards:

• Boys & Girls Clubs of America "What It Takes" campaign
• Pivot Award for Butter.ATL's social and community impact
• Broadcast Campaign Award for Krystal, Big Country

2020 Atlanta ADDY Awards:

• Gold in Sound Design for Boys & Girls Clubs of America, "Listen" TVC
• Silver in Social Media Campaign for Aflac's Open Enrollment
• Bronze in Social Media Campaign for Aflac's College Football Campaign
• Bronze in Social Media (Single) for Aflac's Buff Duck Social Video
• Bronze in Regional/National (Single) for Boys & Girls Clubs of America's "Listen" TVC

2020 Pivot AMA Atlanta Marketer of the Year Award for Butter.ATL's Social and Community Impact and "Broadcast Campaign" Award for Krystal’s Big Country Television Commercial

2021 Ad Age Best Places To Work

2021 ADDY Award (Local - American Advertising Awards + Atlanta Ad Club), How to foster a thriving office culture in the work-from-home era

2021 Gold ADDY Award (District Level - American Advertising Awards) for Aflac, Mannequins social media campaign

2021 Atlanta Business Chronicle Best Places to Work

2022 7^th Annual Shorty Impact Award for Aflac’s The Park Bench Integrated Campaign

2022 ADDY Awards (Local):

• Bronze in Integrated National Campaign for Aflac, Earning the Aflacket
• Bronze in Social Media, Single post for Krystal, CraveTV
• Silver in Social Media Campaign for Buffalo Wild Wings
• Silver in Social Media Campaign for Aflac, Earning the Aflacket
• Gold in OOH, Single Installation for KrystalxButter

2022 Bronze Shorty Award for the Butter.ATL newsletter

References

Ad Age (2020). Dagger brings nimble media company mindset to Coca-Cola, Intercontinental Hotels Group and Aflac

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