Opposite page: A photograph by Christopher Wilson for Baldwin& client Classified Moto, a custom motorcycle
company based in Richmond, Virginia. Above: An image by Bob Ranew for the BMW Championship golf tournament.
Right: Photographs by Ranew and Marco Roldan for a Peter Millar look book created by Baldwin&.
explains Baldwin, who founded the agency in
2009. “The original idea was, ‘Let’s create a place
where creative people get paid to dream.’ The mis-
sion of the company is to use creativity to make a
difference for clients we believe in.”
“We try not to pitch businesses if at all pos-
sible,” adds second-in-command Bob Ranew. “Our
phone is ringing like crazy right now.”
Baldwin& is determined to double in size every
year for the first five years and, with 26 employees,
is well on the way to its goal of 32.
Baldwin and Ranew are not naïve neophytes.
They are seasoned advertising veterans, both of
whom formerly worked for McKinney, the largest agency in the Raleigh-Durham-Chapel Hill
Research Triangle. Baldwin, a copywriter, served
as an executive creative director at McKinney as
well as chairing The One Club, a nonprofit that
promotes advertising excellence. Ranew, a photographer and illustrator, worked at McKinney as
a group creative director.
Baldwin had always wanted to start his own
agency and “the stars aligned” in late 2008 when
he and Ranew collaborated on an independent
project, and then decided to go out on their own.
Ranew suggested that they use Baldwin’s name
because it was well known in advertising circles.
“We ended our name with an ampersand for a
reason,” Baldwin told Ad Age. “We are committed
to the ideas and then finding the right partners to
get them done.”
In the spirit of creative fun, Baldwin took the
title of Lead Guitar, while Ranew dubbed himself
first Chief Hack and then Day Dreamer. Everyone
at Baldwin& selects their own title; among
the positions being filled are Renaissance Man,
Recon Op, Visual Therapist, Fire Juggler, Sous
Chef, Coach, Mother of Invention and Director of