{
  "id": 14112863,
  "title": "How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI",
  "url": "https://urgent.news/2026/10/13/how-many-people-does-it-take-to-run-an-agency-according-to-bad-mktg",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-13T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/marketing/how-many-people-does-it-take-to-run-an-agency-according-to-bad-mktg-just-two-if-youre-using-ai/"
  },
  "original_language": "en",
  "account": "Ian Buck and Yotem Dor have been collaborating for approximately 15 years, but over the past three years, they have founded the independent agency BaD Mktg. With the assistance of freelance content creators, the duo also employed several large language models (LLMs) to manage their agency's back office functions. To streamline operations, they developed their proprietary AI tool named Goody. This tool integrates business systems and automates priorities, payments, vendor management, and administrative coordination while ensuring human oversight for financial matters. Consequently, Buck and Dor have been able to operate as if they had a team of a dozen employees. In just three years, BaD (an acronym for their initials) has achieved over $2 million in revenue, thanks to the absence of retainers, junior handoffs, and significant reductions in concepting time from six weeks to six days or less.",
  "summary": "BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.",
  "key_points": [
    "Ian Buck and Yotem Dor founded BaD Mktg 3 years ago",
    "They use AI tool \"Goody\" to run agency operations",
    "BaD achieved $2M revenue with minimal staff"
  ],
  "editors_take": "Automating administrative coordination and back office functions allows small teams to replicate the output of much larger agencies while significantly accelerating project timelines and reducing operational overhead.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}