Directive

Directive is an Irvine, California-based agency founded in 2014 by CEO Garrett Mehrguth and co-founder Tanner Shaffer, with a sole practice focus on B2B marketing. Unlike generalist agencies, Directive only serves B2B businesses — specifically technology companies, industrial manufacturers, and professional services firms — at stages ranging from Series A through public company. Its service model, branded "customer generation," emphasizes pipeline contribution and closed revenue over lead volume. Services span paid search, programmatic advertising, paid social, content marketing, performance creative, revenue operations, and organic social. The agency invests approximately $2.2 million annually in its own internal R&D. Office locations include Irvine, Austin, New York, Mexico City, London, and Toronto. Directive is not suited to B2C brands, ecommerce businesses, or companies in early brand-awareness stages. Its B2B-only positioning means the methodology, client mix, and team are entirely calibrated for marketing to professional buyers — a meaningful depth advantage for technology and B2B organizations, and an irrelevant fit for everyone outside that category.