Get Coffee with Colton

Stop snooping on our site and let’s get together already.

Grab Drinks

Get Coffee with Colton

Want to talk about a project? Colton will buy you coffee. Trying to sell us something? You buy us coffee.
Looking for a job? Check out the careers page.

Let's Get Together

See You Soon!

Thanks for getting in touch.
Colton will be talking to you soon.

Thank You

Want to sign up for our newsletter?

Yes no

See you in your inbox!

HR Hates Me: Companies Dating Clients

Dec. 2015

By Colton Mulligan


Laurie Gunnells is my PCBFF (Post College Best Female Friend). We've known each other for six years and until four months ago, if you asked her what FoxFuel does, she would say "They do something with Google, and Colton pays for a lot of lunches and happy hours."

While this is technically accurate, I quickly realized that as part of a creative agency, I should be able to describe what we do in a fashion that is simple enough that a friend could understand it and explain it to someone else.

As I've worked to figure out how to articulate who we are and what we do, I've found that marketing is actually a lot like dating—there are a few key things you have to get right:

Persona: Who are you and what do you have to offer?

When you go on a first date, you aren't offering a meal and transport between 2-3 destinations; you're offering an experience.

Clients who offer a product instead of or without an experience are set to fail. Consumers aren't satisfied with a book or a tricycle or a drone—they want to expand their knowledge of the world, create memories with their daughter, or find a new perspective that was previously unreachable.

A pretty face isn't enough for a lasting relationship; your partner needs to understand who you are and what kind of value they receive in committing to you. If you can't demonstrate that value, you'll find your customer, or that potential partner you're pursuing, running off to someone else.

Presentation: What do you wear on a first date?

Once you know who you are and what you stand for, how do you communicate that? Do you sport the suit and tie to immediately communicate that you're professional, confident and impressive? Maybe you wear jeans and a v-neck to say that you're cool, easy-going and practical. Or do you wear a tank top and a fedora to let them know that you're finishing up magic school and you've written letters to MTV to get Jersey Shore back on the air?

For a brand, their suit is their business card, their jeans are their website, their fedora their mug, you get the idea. Your presentation matters and you never know when you'll encounter your next client or lover, so you'd better get dressed and look the part.

Presence: How do you find the one?

When you're dating, you have to know where to find your type. Should you spend time at a Broadway Honky Tonk looking for a single bachelorette from out of town?  Or maybe a bar on Demonbreun to meet a Vandy freshman with a fake ID? How bout a classy throwback speakeasy for a professional with a refined palette or a laid-back hipster?

In marketing, it's just as important to know where to be present. Maybe you're a B2B company targeting Fortune 500 companies on LinkedIn. Athletic clothing retailer? Jumbo Tron space at Bridgestone and Titan's Stadium might be more up your alley. Or maybe you're offering knee replacements to 70-year-old men scrolling through Facebook to see if their old high school buddies can still climb the stairs.

No matter what your type, you need to know where to find them.

At FoxFuel, we help companies date their customers.

We're like a cross between Will Smith in Hitch ("Like I always tell my clients - begin each day as if it were on purpose.") and The Wolf in Pulp Fiction (I wrote a paper in college where I said that in 10 Years I wanted to be "The Wolf" of a creative agency. I'm 2 years away, and I hope I'm getting close.)

How does the matchmaking process work? It all comes back to those 3 little P words:

Persona: We develop your logo, tagline, unique value proposition, and voice for presentation.

Presentation: We'll concept, design and develop everything from your app and website to video work and powerpoint presentations so you look the part and have a cohesive message.

Presence: We segment your audience, research the market and your competition to give you a plan, and make your voice heard through channels like Google AdWords, Facebook ads, tv spots, drip email campaigns, YouTube pre-roll, radio, billboards, newspapers, trade rags, gorilla marketing, sponsorships, trade shows and more.

Experience and commitment are the two key factors here that will determine your success, which is why I'm so good at marketing, yet so terrible at dating. 


Colton is the CEO and chief strategist of FoxFuel creative. He has understated how good he is at marketing, as well as how bad he is at dating. To compensate, he drives a 1967 GTO and a 1980 Honda Motorcycle. #HaveFun

Keep Reading

Creative Commentary / Just For Fun

Behind the Scenes: The Making of a Healthcare Commercial

Read Article

Team Members

A Bipolar Biography

Read Article

Privacy Policy

FoxFuel Creative operates the http://foxfuelcreative.com/ website.

This page is used to inform website visitors regarding our policies with the collection, use, and disclosure of Personal Information if anyone decided to use our website.


If you choose to use our website, then you agree to the collection and use of information in relation with this policy. The Personal Information that we collect are used for providing and improving the website. We will not use or share your information with anyone except as described in this Privacy Policy.


The terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, which is accessible at http://foxfuelcreative.com/ , unless otherwise defined in this Privacy Policy.


Information Collection and Use

For a better experience while using our website, we may require you to provide us with certain personally identifiable information, including but not limited to your name, phone number, and postal address. The information that we collect will be used to contact or identify you.


Log Data

We want to inform you that whenever you visit our website, we collect information that your browser sends to us that is called Log Data. This Log Data may include information such as your computer’s Internet Protocol (“IP”) address, browser version, pages of our website that you visit, the time and date of your visit, the time spent on those pages, and other statistics.



Cookies are files with small amount of data that is commonly used an anonymous unique identifier. These are sent to your browser from the website that you visit and are stored on your computer’s hard drive.

Our website uses these “cookies” to collection information and to improve our website. You have the option to either accept or refuse these cookies, and know when a cookie is being sent to your computer. If you choose to refuse our cookies, you may not be able to use some portions of our website.


Service Providers

We may employ third-party companies and individuals due to the following reasons:

  • To facilitate our website;
  • To host the website on our behalf;
  • To perform website-related services; or
  • To assist us in analyzing how our website is used.

We want to inform our website users that these third parties have access to your Personal Information. The reason is to perform the tasks assigned to them on our behalf. However, they are obligated not to disclose or use the information for any other purpose.



We value your trust in providing us your Personal Information, thus we are striving to use commercially acceptable means of protecting it. But remember that no method of transmission over the internet, or method of electronic storage is 100% secure and reliable, and we cannot guarantee its absolute security.


Links to Other Sites

Our website may contain links to other sites. If you click on a third-party link, you will be directed to that site. Note that these external sites are not operated by us. Therefore, we strongly advise you to review the Privacy Policy of these websites. We have no control over, and assume no responsibility for the content, privacy policies, or practices of any third-party sites or services.


Children’s Privacy

Our website does not address anyone under the age of 13. We do not knowingly collect personal identifiable information from children under 13.  If you are a parent or guardian and you are aware that your child has provided us with personal information, please contact us so that we will be able to do necessary actions to remove any identifiable information.


Changes to This Privacy Policy

We may update our Privacy Policy from time to time. Thus, we advise you to review this page periodically for any changes. We will notify you of any changes by posting the new Privacy Policy on this page. These changes are effective immediately, after they are posted on this page.


Contact Us

If you have any questions or suggestions about our Privacy Policy, do not hesitate to contact us.


Terms and Conditions


These Website Standard Terms and Conditions written on this webpage shall manage your use of this website. These Terms will be applied fully and affect to your use of this Website. By using this Website, you agreed to accept all terms and conditions written in here. You must not use this Website if you disagree with any of these Website Standard Terms and Conditions.

Minors or people below 18 years old are not allowed to use this Website.


Intellectual Property Rights

Other than the content you own, under these Terms, FoxFuel Creative, LLC and/or its licensors own all the intellectual property rights and materials contained in this Website. You are granted limited license only for purposes of viewing the material contained on this Website.



You are specifically restricted from all of the following:

  • publishing any Website material in any other media;
  • selling, sublicensing and/or otherwise commercializing any Website material;
  • publicly performing and/or showing any Website material;
  • using this Website in any way that is or may be damaging to this Website;
  • using this Website in any way that impacts user access to this Website;
  • using this Website contrary to applicable laws and regulations, or in any way may cause harm to the Website, or to any person or business entity; engaging in any data mining, data harvesting, data extracting or any other similar activity in relation to this Website;
  • using this Website to engage in any advertising or marketing


Certain areas of this Website are restricted from being accessed by you and FoxFuel Creative, LLC may further restrict access by you to any areas of this Website, at any time, in absolute discretion. Any user ID and password you may have for this Website are confidential and you must maintain confidentiality as well.


Your Content

In these Website Standard Terms and Conditions, “Your Content” shall mean any audio, video text, images or other material you choose to display on this Website. By displaying Your Content, you grant FoxFuel Creative, LLC a non-exclusive, worldwide irrevocable, sub licensable license to use, reproduce, adapt, publish, translate and distribute it in any and all media.


Your Content must be your own and must not be invading any third-party’s rights. FoxFuel Creative, LLC reserves the right to remove any of Your Content from this Website at any time without notice.


No warranties

This Website is provided “as is,” with all faults, and FoxFuel Creative, LLC express no representations or warranties, of any kind related to this Website or the materials contained on this Website. Also, nothing contained on this Website shall be interpreted as advising you.


Limitation of liability

In no event shall FoxFuel Creative, LLC, nor any of its officers, directors and employees, shall be held liable for anything arising out of or in any way connected with your use of this Website whether such liability is under contract.  FoxFuel Creative, LLC, including its officers, directors and employees shall not be held liable for any indirect, consequential or special liability arising out of or in any way related to your use of this Website.



You hereby indemnify to the fullest extent FoxFuel Creative, LLC from and against any and/or all liabilities, costs, demands, causes of action, damages and expenses arising in any way related to your breach of any of the provisions of these Terms.



If any provision of these Terms is found to be invalid under any applicable law, such provisions shall be deleted without affecting the remaining provisions herein.


Variation of Terms

FoxFuel Creative, LLC is permitted to revise these Terms at any time as it sees fit, and by using this Website you are expected to review these Terms on a regular basis.



The FoxFuel Creative, LLC is allowed to assign, transfer, and subcontract its rights and/or obligations under these Terms without any notification. However, you are not allowed to assign, transfer, or subcontract any of your rights and/or obligations under these Terms.


Entire Agreement

These Terms constitute the entire agreement between FoxFuel Creative, LLC and you in relation to your use of this Website, and supersede all prior agreements and understandings.


Governing Law & Jurisdiction

These Terms will be governed by and interpreted in accordance with the laws of the State of Tennessee, and you submit to the non-exclusive jurisdiction of the state and federal courts located in Tennessee for the resolution of any disputes.