Tendency is a creative agency with a creator mindset.

Say what, now?

OK, how about this.

First, we get your story straight.

Then, we tap into what really makes people change their behavior (hint: it’s not you telling them how great you are).

Then, we create content your customers will actually enjoy seeing on their iPhones (where they spend 6+ hours a day).

Then, people will think about your brand vs. never think about it at all.

Yeah?

ONE

Human beings have predictable tendencies. The code you need to crack is your own. How does your brand cut the corporate crap and talk to people like people? How does your organization green light new content at the speed of culture? As individuals, we do both without thinking. As a marketing team, let’s game plan how we’re going to keep it just that simple.

TWO

In 2025, keeping up with AI tools is a part-time job for all of us. But in an age of wild + woolly change, we would be well-served to double down on a constant: human nature. Looking at the news, we can all agree primal fears, tribal politics and hero vs. villain storytelling rule the world. But somehow, when we invest dollars in our own advertising, we fail to apply this intuitive understanding. Tendency is here to make your brand act less like a company and more like a person. Not because it’s way cooler (which it is). But because it works (which is way cooler).

THREE

Tendency is a new company founded in Feb. of 2025 by ad agency veteran, Tom Demetriou. Tom has worked as a writer and creative director on the global rebrands of American Airlines, Nationwide Insurance and Discovery Channel. As an Executive Creative Director, he has led AOR campaign efforts for Planet Fitness, U.S. Bank, Midas, Dairy Queen and CARFAX. He is a member of the Screen Actor’s Guild and has narrated a 60-minute ESPN documentary. Tom recently earned his post-graduate certificate in Consumer Behavior from Cornell University.

Yo. Hello. Howdy. Bruh.

tom@tendency.agency