John Connors, CEO and founder of Boathouse, has spent the last 25 years zagging while most independents zig. And for the most part, the strategy has worked well enough that the Boston-based full service agency has grown steadily — in 2025, Connors expects to grow between 5-10%, as it handles about $100 million in billings.
Part of Boathouse’s appeal is its contrarian streak — after all, few agencies proudly declare their opposition to the term agency of record, a designation most actually hope to receive from clients. And in age of dominance by holding companies who yearn to be all that and a shot of whiskey for their clients, Boathouse is clearly marching in a different direction.
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