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Texas Advertising Agency 

Turning insights into emotion
since 2000.

We are a purpose-driven agency with a mission to do magic for the good guys.

It’s easy to get excited about producing great work when your clients are helping families everywhere. That’s how we define “the good guys,” and that’s why we are the leading advertising agency in marketing to families. The magic – well, the magic is straightforward, too.

Since our founding in 2000 in Austin, Texas, Steel Advertising has produced emotionally compelling creative based on research-driven insights. Informed by the social sciences and bolstered by decades of experience studying family dynamics, Steel has been an invaluable partner to brands with complex business challenges targeting families in the U.S.

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More than twenty years of advertising innovation from Austin, Texas.

Digital innovator Bill Cutshall founded Steel in 2000 as Steel Digital Studios for the purpose of teaching traditional advertising agencies how to incorporate digital marketing into their campaigns. The majority of Steel’s clients in the first two years were advertising agencies.

By 2002, Steel Digital Studios was recognized as one of the Top 20 Interactive Agencies in the Nation by Adweek magazine. In 2004, after working for full-service advertising agencies, Kirsten Cutshall joined the organization as president, and the name was changed to Steel Advertising and Interactive.

In 2007, Steel developed a program to offer Fortune 500-level branding and advertising services streamlined for higher education, healthcare, and government.  This “Brandraising for Nonprofits” program became the cornerstone of the large body of work with state-funded organizations that Steel performs today.

In 2017, analyst Samantha Dettmer took the reins as Steel’s president, with Kirsten moving into the strategic creative role of CEO and account planner. Founder Bill Cutshall remains a part of the organization as a partner and head of digital creative. Rounding out the partners is Creative Director Denise Waid.

Advertising Agency Awards & Accolades