DiMassimo Goldstein
| Company type | Private |
|---|---|
| Industry | Marketing, advertising, design |
| Predecessor | DiMassimo Inc. |
| Founded | May 1996 in New York City, United States |
| Founder | Mark DiMassimo |
| Headquarters | New York City , United States |
Key people | Mark DiMassimo (Founder and Creative Chief), Lee Goldstein (Co-CEO), Lesley Bielby (Co-CEO and Chief Strategy Officer) |
Number of employees | 50+ |
DiMassimo Goldstein is a U.S.-based agency specializing in marketing, advertising, and design, established in May 1996 in New York City. The company employs more than 50 professionals.
History
The agency was launched by Mark DiMassimo, who previously held the role of creative director and vice president at Kirshenbaum & Bond, with additional experience at J. Walter Thompson, BBDO, and Chapman Direct Advertising. Initially operating under the name DiMassimo Inc., the firm managed billings estimated between $15 and $20 million USD. The addition of Lee Goldstein as co-owner in 2007 led to the rebranding as DiMassimo Goldstein.
In 2012, the agency gained exposure by participating in AMC’s reality show The Pitch, competing for the women's brand C. Wonder. Presently, Mark DiMassimo acts as Founder and Creative Chief, while Goldstein and Lesley Bielby—who returned in 2021—serve as Co-CEOs and Chief Strategy Officer. By 2018, their client roster included Weight Watchers, Bronx Zoo, Jackson Hewitt, Ally, Proactiv, and The Partnership for Drug-Free Kids.
Notable campaigns
DiMassimo Goldstein is recognized for its expertise in "behavior change marketing," targeting clients whose offerings influence consumer behavior, all driven by their core principle of "Inspiring Action."
• In 2002, the agency developed seatback cards for Crunch Fitness and JetBlue featuring exercises such as “Airplane Yoga” and “Flying Pilates” to encourage physical activity during flights.
• The firm co-initiated "Tappening" in 2007, a social marketing campaign promoting the use of tap water to minimize plastic bottle waste. This was followed by the launch of "Offlining" in 2010, designed to advocate for digital detoxes. In 2017, they released their inaugural list recognizing "Behavior Change Marketers of the Year."
• DiMassimo Goldstein became a pioneer in 2014 by accepting Bitcoin as a form of payment—the first advertising agency to do so.
• The 2015 rebranding effort for Weight Watchers transitioned the focus away from calorie counting toward the "Freestyle" program, which emphasizes overall nutritional quality through a points system. This initiative helped drive ten consecutive quarters of membership growth.
• In 2016, the agency created the “Let’s Make College Happen” campaign for Sallie Mae, highlighting scholarships that facilitate college access for underserved students. The following year, they produced promotional advertisements for a Halloween event at the Bronx Zoo.
• For Shutterstock in 2019, DiMassimo Goldstein crafted a creative campaign consisting of digital commercials parodying notable pop culture moments such as Fyre Festival, Stranger Things, Game of Thrones, and the Apollo 11 Moon Landing anniversary.
Awards and recognition
Between 2014 and 2017, DiMassimo Goldstein was featured on the Inc. 5000 list recognizing the fastest-growing companies in the United States, demonstrating significant expansion and industry impact. In 2014, Advertising Age magazine honored the agency as "Small Agency of the Year" for the Northeast region, emphasizing its competitive strength within advertising. Additionally, Fast Company acknowledged the firm in 2009 among the "Foremost World-Changing Agencies," highlighting its innovative strategy and business approach.
References