Texas Advertising Agency
Turning insights into emotion
We are a purpose-driven agency with a mission to do magic for the good guys.
Steel Advertising is a full service marketing and branding agency specializing in universities, higher education institutions, government agencies, power and utilities, and health insurance and provider networks. 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.
The People Behind the Magic
We put in the time and effort to understand our clients’ most complex business challenges and transform them into engaging, successful campaigns. And leading the way, are our company heads.
Kirsten, Samantha, Bill, and Jen don’t merely collaborate; they thrive on each other’s energy and ideas, building upon them to create something truly extraordinary. By integrating creativity, analytical thinking, strategic planning, and advanced technology, our leadership team unites with a shared vision. This synergy results in campaigns that are not only technologically and creatively innovative but also meticulously researched and carefully planned. It is this exceptional leadership that distinguishes our campaigns, making them not just successful, but unforgettable.
Kirsten Cutshall
CEO, ECD
Head of Account Planning
As CEO, ECD, and Account planner, Kirsten Cutshall is the mastermind behind our success. She bridges research, media, and creativity, diving deep into the unique challenges of each brand and sowing the seeds for their growth.
Samantha Dettmer
President
Head of Media & Analytics
Samantha Dettmer is our president and data virtuoso, specializing in media and analytics. She scours diverse channels to unearth insights that steer our business decisions toward brilliance. As president, she is the cornerstone of our client’s happiness and trust, turning client issues into opportunities.
Bill Cutshall
Founder
Head of Technology
Bill Cutshall is a tech maestro, overseeing Steel’s digital domain. From website strategy to UX design, he ensures our online presence delivers. He’s also an innovator, mixing the arts of writing, design, strategy, and technology to construct websites people love using.
Jennifer Hernandez
Director of Client Services
Head of Client Services
Jennifer Hernandez is our client-service virtuoso, leading teams with a magician’s touch. With nearly two decades in marketing and PR, she turns complex goals into clear strategies and ideas into campaigns that deliver.
Kirsten Cutshall
CEO, ECD
Head of Account Planning
As CEO, ECD, and Account planner, Kirsten Cutshall is the mastermind behind our success. She bridges research, media, and creativity, diving deep into the unique challenges of each brand and sowing the seeds for their growth.
Samantha Dettmer
President
Head of Media & Analytics
Samantha Dettmer is our president and data virtuoso, specializing in media and analytics. She scours diverse channels to unearth insights that steer our business decisions toward brilliance. As president, she is the cornerstone of our client’s happiness and trust, turning client issues into opportunities.
Bill Cutshall
Founder
Head of Technology
Bill Cutshall is a tech maestro, overseeing Steel’s digital domain. From website strategy to UX design, he ensures our online presence delivers. He’s also an innovator, mixing the arts of writing, design, strategy, and technology to construct websites people love using.
Jennifer Hernandez
Director of Client Service
Head of Client Services
Jennifer Hernandez is our client-service virtuoso, leading teams with a magician’s touch. With nearly two decades in marketing and PR, she turns complex goals into clear strategies and ideas into campaigns that deliver.
Andrea Wolf
Research and Media Planner
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.
Advertising Agency Awards & Accolades
