Independent agency reinforces its role as a B2B growth partner built for complexity, not consolidation
BURR RIDGE, Ill., July 17, 2025 /PRNewswire/ — In a world where the B2B agency landscape is increasingly shaped by consolidation, The MX Group is taking a different path — expanding its leadership team to meet the demands of a more complex and customer-driven B2B environment. The independent B2B agency announced today that Paul Hirsch has joined as its first Chief Creative Officer, bringing senior-level creative expertise to fuel growth for an expanding roster of B2B clients.
Hirsch joins from Omnicom’s Doremus+Co, where he served as CEO and CCO and helped lead the agency to “Creative Agency of the Year” honors from the Global Ace Awards and “Best in Show” from the ANA B2 Awards. His career includes leadership roles at Goodby Silverstein & Partners and Leo Burnett, where he helped shape iconic campaigns for brands like Nike, Ford, Microsoft and LEGO Education.
In his new role, Hirsch will help guide the next phase of growth at MX, bringing modern, creative thinking to clients navigating a B2B landscape defined by increasing complexity, longer buying cycles and shifting buyer behaviors.
“The old-school, legacy B2B playbook is dead, and MX is focused on writing the new one,” said Hirsch. “MX brings that startup energy to enterprise challenges while partnering on a global stage. I’m excited to help lead this charge and champion what B2B can be.”
As the inaugural B2B jury president at Cannes Lions, Hirsch helped elevate B2B creativity on the global stage, advocating for it as a distinct category worthy of the industry’s highest honors.
“As a proudly independent agency, unbeholden to shareholders, we are in a rare position to support the challenges of B2B marketers today,” said Tony Riley, President and CEO of The MX Group. “At our core, MX is a growth partner — dedicated to helping our clients move their businesses forward with purpose and impact. Having Paul’s expertise and leadership at MX is a catalyst for the change we are creating to fulfill our mission and remain one of the leading business-to-business agencies in the world.”
As traditional legacy agencies contract, MX and Hirsch recognize that independent agencies offer adland what large holding companies cannot: nimble decision-making, direct client relationships, B2B-focused partnerships and the freedom to pursue bold creative directions.
About The MX Group
The MX Group is a B2B Growth Partner that helps organizations accelerate meaningful business outcomes through modern marketing. As the second-largest independent B2B agency in the U.S., we specialize in supporting companies facing complex buying cycles, high-stakes decisions and an urgent need for strategic creativity. For more than 35 years, we’ve combined deep B2B expertise with integrated capabilities to help our clients build awareness, drive demand and grow revenue. Learn more at themxgroup.com.
SOURCE The MX Group
