The future belongs to brands who co‑create it.
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Printemps
Luxury giant 'Printemps' (French for springtime) chose March 2025 for their aptly-timed NYC arrival—but needed the New York attitude to match. As their AOR, we centered on a bold statement that defined their identity through contrast–the driving force behind our citywide multichannel takeover.
Elastic
Elastic, while used by over 50% of Fortune 500 companies, was still mainly recognized in developer circles. To help them gain brand recognition with executives, we launched their first-ever brand campaign across TV, podcasts, digital, social, and OOH– revealing a world of AI possibility.
Choreograph
Choreograph needed to refresh their brand and value proposition to align with their market position. We helped them craft a new positioning, visual identity, and product architecture worthy of a data leader.
Nutrafol
In just three weeks, we transformed Nutrafol's OOH campaign in NYC from concept to reality. The new visual direction was both emotive and authentic, seamlessly integrating with their broader Spring campaign across multiple cities, pushing the brand boundaries without alienating their existing audience.
Make-A-Wish
Make-A-Wish grants wishes, one child at a time. We revitalized their brand, crafting a global brand guide to unify chapters, expand reach, and drive donations. Together, we made a difference in the lives of these children.
Legacy
Legacy, a DTC digital fertility clinic, sought to normalize conversations about sperm and fertility among men and couples. We launched an integrated brand campaign in Austin, TX, that defied media restrictions and sparked engagement—including candid interviews with men on social, a sperm-branded shuttle, and a giant mural that made its way to Austin.
Banter
We revitalized Banter by Piercing Pagoda. Our creator-led campaign, featuring retail, social content, and digital gift guides, redefined the brand and connected with a new generation of confident creatives
Nautica
We plunged Nautica Fragrances’ “Pure Blue” into new depths, creating a strategic campaign anchored by “Wavemaker” talents and delivering a global toolkit across all channels—ensuring a strong, unified presence from e-commerce to social and beyond.
Angi
In a bold new ad campaign for Angi, we captured the sense of accomplishment and freedom the platform brings to homeowners. The new tagline, “You Can Do This. When You Angi That,” turned Angi into an action-driven verb, positioning it as the go-to solution for home projects. Instead of endlessly searching on Google for unvetted options, homeowners should just “Angi That.”
New Balance
As New Balance’s trusted agency partner, we collaborated with their marketing team on multiple 2023 and 2024 productions, creating standout assets for both online and in-store campaigns.
Postmates
We empowered Postmates with the right blueprint to celebrate Pride with purpose—a dynamic campaign produced by an entirely-queer and diverse crew and casts, intentional production rooted in LGBTQIA+ history, and in partnership with Liberation Coffee House and the Los Angeles LGBT Center.
Red Bull
Red Bull needed to appeal to NYC’s high-end underground club-goers. We crafted exclusive bar items inspired by the Bowery’s unique heritage and layout.
Brompton
Brompton, the iconic UK foldable bike brand, set out to make waves in NYC during National Bike Month. Leveraging their "Go where others can’t" platform, we launched their "Unique New York" campaign—a bold celebration of the city’s diverse cyclist community starring local creators in social, OOH, and in-store.
We offer a modern model of collaboration that blends thinking and making, and thrives in the unknown.
"Working with Milk felt like an extension of our in-house creative team—they understood our goals from the beginning and were true partners from concept to execution and beyond." - CMO
"Milk were a great partner to work with. Their creative ideas were based on sound strategic thinking and they were excellent at helping problem solve through every phase of the project to get the best results possible." - President, Americas
"Milk Agency perfectly understood how to harmonize heritage with evolution, collaborating with us to craft a one-of-a-kind strategy that stays true to Printempsʼ DNA while captivating the dynamic New York." - CEO, Americas
Be
Say
Do
We partner with you using Be-Say-Do Philosophy.
About usBe: Branding & Consulting
Who you are and why you exist
Understanding your brand’s past, present, and future to define how you describe yourselves, what makes you unique, and how you win.
Say: Campaigns & Media
What/how you tell the world
Looking across your brand’s matrix of messaging, content, creators, and channels to ensure you’re connecting to the people that matter outside of the expected.
Do: Products & Experiences
How you bring your vision to life
Creating synergies across all the ways your brand shows up in culture —from partnerships to design to experiences—so everything has purpose.
Our services
About usResearch & Insights
•Innovation Workshops
•Brand Positioning
•Brand Architecture & Naming
•Visual & Verbal Identity
News
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The 2025 Look Ahead
2025 is here—now what? 2024 showed how social platforms can shift culture overnight. We’re in a world where creators, entrepreneurs, and brands are all blending together, and reality feels... blurry. To help us make sense of it, we asked @milk’s multi-gen creative community what’s next for culture, content, and collaboration in 2025. In this report, get the inside scoop on what’s working, what’s not, and how brands and creators will evolve this year.
VISUAL DISPATCH, VOLUME 7:
Visual Dispatches is a look behind the lens; an exploration of inspiration and the creative journey. Volume Seven features Gab Bois, a multidisciplinary artist who aims to blur the lines between real and simulation using everyday objects in her work
VISUAL DISPATCH, VOLUME 11:
Ruby/Dakota is thrilled to unveil Home is You, Right Now, a debut group exhibition that brings together a roster of seventeen 21st-century artists, including Sacha Alexandra, Hannah Epstein, Jack Albrittain, and many others. This innovative showcase explores the deeply personal and universal quest for home, inspired by the gallerist’s own emotional journey symbolized by the evocative image of an empty house. Each work in this exhibition addresses the intricate dance between our conscious and unconscious selves, reflecting on the magnetic pull toward homecoming and the timeless struggle between the innocence of childhood and the complexities of adulthood. As someone who has faced the raw edges of trauma, gallerist Hannah Studnick found profound meaning in transforming personal pain into art—a process of alchemy that turns suffering into a positive force. In our conversation with Hannah, also the curator for the exhibition, we delve deeper into how this exhibition not only mirrors these transformative experiences but also invites viewers to confront and embrace their own paths to healing:
VISUAL DISPATCH, VOLUME 10:
In the aftermath of the 4.8 magnitude earthquake that rattled New York on April 5th, DJ Chappel emerged with a bold claim: his inaugural collection, “Paradise,” was the seismic force behind the event. This debut spectacle offered a tantalizing glimpse into a world where sartorial elegance meets seismic energy. Against a backdrop of an electrifying playlist spanning Playboi Carti to Brazilian house beats, models sauntered down the runway, each imbuing the show with their unique flair – from flashing gold grills to audacious backward strides. Yet, it was the 20-piece collection itself that stole the spotlight, unveiling avant-garde silhouettes tailored to embrace and empower all, particularly those embracing a more masculine aesthetic.
OUR 2024 LOOK AHEAD
2023 marked a cultural shift from mass relatability to niche maximalism where creators are defining original formulas for content and culture, fueled by the evolution of TikTok. Using the signals of last year to look ahead, we’re excited to share with you our forecast for 2024 and beyond.
ELEVATE: IN-HOUSING
Elevate: In-Housing is a look into the benefits and pitfalls of brands taking ownership over their creative capabilities, and how they can bring the best creative work possible to market.
It or That? The making of an earworm
Milk Agency ECD Dan Scott-Croxford sat down with Howling Music founder David Grow and composer Ryan Claus to talk about sonic branding and the making of an earworm.
VISUAL DISPATCH, VOLUME 14
We were able to visit and interview Gabriel Moses during his latest photography exhibition, Fatima.
Creative Counts 17
For our seventieth volume of Creative Counts, we had the pleasure of speaking with Tia Indigo — PR & Social Media Marketing for @2ndstreetusa and @seedbrklyn. Tia believes that true creativity in PR lies in crafting compelling narratives and building authentic connections. By leveraging storytelling, striking visuals, and community-driven campaigns, she not only elevates brands but also empowers creatives of color.
VISUAL DISPATCH, VOLUME 7:
Visual Dispatches is a look behind the lens; an exploration of inspiration and the creative journey. Volume Seven features Gab Bois, a multidisciplinary artist who aims to blur the lines between real and simulation using everyday objects in her work
VISUAL DISPATCH, VOLUME 11:
Ruby/Dakota is thrilled to unveil Home is You, Right Now, a debut group exhibition that brings together a roster of seventeen 21st-century artists, including Sacha Alexandra, Hannah Epstein, Jack Albrittain, and many others. This innovative showcase explores the deeply personal and universal quest for home, inspired by the gallerist’s own emotional journey symbolized by the evocative image of an empty house. Each work in this exhibition addresses the intricate dance between our conscious and unconscious selves, reflecting on the magnetic pull toward homecoming and the timeless struggle between the innocence of childhood and the complexities of adulthood. As someone who has faced the raw edges of trauma, gallerist Hannah Studnick found profound meaning in transforming personal pain into art—a process of alchemy that turns suffering into a positive force. In our conversation with Hannah, also the curator for the exhibition, we delve deeper into how this exhibition not only mirrors these transformative experiences but also invites viewers to confront and embrace their own paths to healing:
VISUAL DISPATCH, VOLUME 10:
In the aftermath of the 4.8 magnitude earthquake that rattled New York on April 5th, DJ Chappel emerged with a bold claim: his inaugural collection, “Paradise,” was the seismic force behind the event. This debut spectacle offered a tantalizing glimpse into a world where sartorial elegance meets seismic energy. Against a backdrop of an electrifying playlist spanning Playboi Carti to Brazilian house beats, models sauntered down the runway, each imbuing the show with their unique flair – from flashing gold grills to audacious backward strides. Yet, it was the 20-piece collection itself that stole the spotlight, unveiling avant-garde silhouettes tailored to embrace and empower all, particularly those embracing a more masculine aesthetic.
OUR 2024 LOOK AHEAD
2023 marked a cultural shift from mass relatability to niche maximalism where creators are defining original formulas for content and culture, fueled by the evolution of TikTok. Using the signals of last year to look ahead, we’re excited to share with you our forecast for 2024 and beyond.
ELEVATE: IN-HOUSING
Elevate: In-Housing is a look into the benefits and pitfalls of brands taking ownership over their creative capabilities, and how they can bring the best creative work possible to market.
It or That? The making of an earworm
Milk Agency ECD Dan Scott-Croxford sat down with Howling Music founder David Grow and composer Ryan Claus to talk about sonic branding and the making of an earworm.
VISUAL DISPATCH, VOLUME 14
We were able to visit and interview Gabriel Moses during his latest photography exhibition, Fatima.
Creative Counts 17
For our seventieth volume of Creative Counts, we had the pleasure of speaking with Tia Indigo — PR & Social Media Marketing for @2ndstreetusa and @seedbrklyn. Tia believes that true creativity in PR lies in crafting compelling narratives and building authentic connections. By leveraging storytelling, striking visuals, and community-driven campaigns, she not only elevates brands but also empowers creatives of color.