When Ethics Comes Crashing Down: Madwell in the Crosshairs

Independent creative agency Madwell made advertising headlines in early March when Ad Age named it Comeback Agency of the Year for its 2025 A-List honors. However, celebrations were nipped in the bud as news of financial issues and disgruntled employees came to light. 

Ad Age reports:

“Madwell is facing significant financial issues, including delayed payments to employees, outstanding debts to vendors, and an eviction notice for its Denver office. The agency is also involved in a lawsuit with Bank of America over an unpaid $4 million loan.”

As part of the fallout, Ad Age revoked the agency’s award though clarified that there was no improper conduct on the part of Madwell when it came to the original selection process. 

Adding fuel to the fire, Madwell CEO Chris Sojka issued a public statement attributing the financial crisis to a "multi-year financial fraud" allegedly perpetrated by former CEO David Eisenman and other executives. Sojka claimed to have liquidated personal assets to keep the company afloat, but has faced criticism for allegedly fostering a toxic workplace culture marked by fear and intimidation.

Lessons in Advertiser-Client Relationships

The Madwell debacle underscores the importance of alignment between advertisers and clients. Much like choosing the right apple for a pie, selecting an external advertiser requires careful consideration to ensure the liaison is a recipe for success. A winning partnership demands:

• Complementary worldviews: Clients should work with advertisers that respect and live out their values to avoid ethical mishaps.
  
  
• Understanding brand identity: Advertisers must resonate with their clients' values while effectively reaching target audiences.
  
  
• Long-term commitment: Building a successful relationship takes time, creativity, and ongoing refinement.
  
  
• Collaborative storytelling: Effective campaigns inspire action by connecting with audiences on a deeper level.
  
  

Lessons from Madwell

The situation at Madwell offers a cautionary tale for brands about the importance of carefully selecting and managing advertising relationships. Whether your brand is seeking a creative agency for comprehensive media planning or eyeing a strategic opportunity to tap into a third-party’s audience via a targeted campaign, it is important to select organizations with whom your brand is culturally aligned and with whom it can trust.

Here are five key lessons for brands to consider before signing on the dotted line.

1. Prioritize Alignment of Values and Goals

A successful advertiser-brand relationship depends on shared values and aligned objectives. Brands should ensure that the organization they work with understands their mission and also operates in a manner consistent with their own ethical standards.

For example, if a brand prioritizes embodying a biblical worldview, partnering with organizations that eschew pro-family views could tarnish its reputation. 

Remember: Alignment extends beyond values to creative goals—ensuring your advertising partner can effectively translate your brand’s identity into campaigns that resonate with target audiences is key.

2. Commit to Long-Term Objectives

Successful advertising relationships require long-term commitment. One of the biggest mistakes organizations make is signing up for a campaign, hoping that a one-off strategy will lead to viral success. 

That’s not how advertising works. 

Focus Digital reports that the average number of touchpoints per purchase across all industries is 28.87! When was the last time your brand critically evaluated the strategic effectiveness of a campaign in creating meaningful touchpoints that guide consumers closer to purchase?

One campaign does not build a loyal following. Consistency in brand messaging does. 

3. Monitor Performance 

Continuously evaluate campaign performance. Schedule regular check-ins to review campaign progress, discuss any challenges that arise, and make necessary adjustments. Maintaining transparency in communication is also vital, as it fosters trust and empowers your brand to establish an effective partnership with your advertiser. By addressing potential issues early through open lines of communication, you can proactively manage challenges and enhance overall campaign success.

4. Foster a Collaborative Relationship

Speaking of open lines of communication, collaboration is key to ensuring long-term success in advertising partnerships. Both parties should work together as strategic partners rather than simply as client and vendor. Encourage open dialogue about creative direction, campaign strategies, and performance metrics. 

You must invest time in building a strong relationship with your vendor. Share insights about your brand's vision and challenges to foster trust and understanding. Take the opportunity to get to know your vendor and introduce them to your brand's unique identity. This deepened connection will significantly enhance the effectiveness of your advertising efforts.

5. Be What You Expect of Others

As a client, you expect your vendor to be timely, trustworthy, and hard-working—but are you demonstrating these same qualities? Building strong partnerships starts with mutual respect. Treat your contracts with the same care and professionalism you expect from your advertisers. Maintain consistent communication to keep the team aligned, showcase your commitment to shared values through your interactions, and actively engage in the creative process. By embodying these traits, you’ll foster collaboration, strengthen relationships, and drive better results for your campaigns.

Conclusion

By applying these lessons, brands can safeguard themselves from potential fallout when partnering with advertisers. When a brand signs on for a campaign or strategic media relationship, it’s placing its reputation in the hands of the advertiser it works with. That advertiser has the brand’s identity squarely on their shoulders, which is a big responsibility and one that should not be taken lightly. 

At The Christian Post, we understand the importance of these principles in serving our faith-driven audience. Our commitment to crafting stories that align with our readers' convictions, whether supporting international missions or promoting liberty-driven products, demonstrates the power of effective partnerships in inspiring action and sparking ideas. By fostering strong relationships with organizations that share our values, we create a collaborative environment where meaningful content resonates deeply with our audience, ultimately driving engagement and impact with faith-driven consumers.

Amplify your message to the Christian community: Let’s discuss your advertising goals today.