Why This Digiday Nomination Is Really About Your Results
We are proud to announce that Primitive and Pathlabs have been named finalists for the 2026 Digiday Media Buying and Planning Awards in the Best Agency Partnership category. But this one is not really about us.
The Part That Matters
When we partnered with Pathlabs, the goal was straightforward: give our clients access to world-class media buying, a challenge most agencies our size can't overcome. Pathlabs makes that possible – handling full-service media planning, buying, and reporting for a select group of independent agencies across the country. That execution, paired with Primitive's strategy and creative, means our clients get more than they'd expect from a firm our size.
The numbers backed it up. The partnership delivered a fourfold increase in digital media performance for clients. That growth is what earned the nomination.
We are selective about who we work with because our clients feel the difference. When we brought Pathlabs into the mix, it was not about adding a service, it was about making sure our clients had access to the best media buying available, period. This nomination tells us we got that right. — Jerred Hurst, CEO, Primitive
What It Means for Clients
Every dollar our clients spend on media should connect to something measurable. That belief has not changed. What the Pathlabs partnership does is make those dollars work harder with better targeting, smarter buying and results clients can actually see.
That is what a good partnership is supposed to do.
What Comes Next
The 2026 Digiday Media Buying and Planning Award winners will be announced June 16. We will have more to say then.
For now, we are focused on what got us here: doing right by the clients who trust us and building partnerships worth talking about.
Want to know what this kind of media strategy looks like for your business? Let's talk.
