Ammunition is an Atlanta-based advertising agency founded in 2017 by Jeremy Heilpern. While many creative firms focus on high-volume consumer goods or lifestyle branding, Ammunition carved out a niche in complex industries like construction, building materials, and home goods. This focus requires a different tactical approach than standard retail marketing—one that accounts for longer sales cycles and multiple decision-makers. In these sectors, the path to purchase is rarely a straight line. It involves a mix of technical specifications and emotional brand resonance that traditional consumer agencies often struggle to balance.

The agency describes its methodology as a combination of B2B precision and B2C emotion. This is an acknowledgment that even in technical fields, purchasing decisions are made by people, yet those people require a level of data and evidence not usually found in traditional consumer advertising. Heilpern brought a decade of experience in building agencies for other organizations before starting Ammunition. Since then, the firm has grown into a full-funnel operation that handles everything from high-level brand strategy to technical media placement and attribution.

Integrating Video and Venture Capital

In its founding year, the company acquired Mad Hat Creative. This move was strategic rather than purely opportunistic. Mad Hat is an Emmy-winning video production studio, and bringing that capability in-house allowed Ammunition to control the content pipeline for its clients. In an era where video is the dominant medium for professional training and digital marketing, having an internal production arm reduces friction and ensures that the creative output matches the strategic intent.

A more recent and significant evolution is the launch of Ammunition Ventures. This is a venture studio designed to invest in and scale both emerging brands and other creative agencies. The studio offers a mix of capital (typically around $500,000) and agency services. By taking an equity stake in its partners, Ammunition moves beyond the traditional fee-for-service agency model. This structure aligns the agency's incentives with the long-term growth of the companies it serves. It also allows them to act as an incubator for technology-driven marketing solutions that might not yet have a place in a standard client portfolio.

Market Position and Global Footprint

Ammunition remains an independent agency, which is a point of distinction in a market often dominated by massive holding companies like WPP or Publicis. To compete on a larger stage, they are members of Worldwide Partners Inc., a global network of independent agencies that share resources and expertise. This membership, combined with their own office in London, gives the Atlanta-based team a reach that extends across North America and Europe.

The company is a member of the American Association of Advertising Agencies (4A’s) and has been recognized by Adweek and Inc. Magazine as one of the fastest-growing agencies in the United States. Their team operates out of Midtown Atlanta. By maintaining a smaller, more focused roster of professionals while leveraging a global network, Ammunition attempts to offer the agility of a startup with the reach of a much larger firm.