The owner of PytchBlack, a Fort Worth-based advertising, media and creative design agency that he started 13 years ago with his wife, Amy, Yanez realized after working in the industry for more than two decades that he wanted to stray from the beaten path.
“A long time ago, in an office far, far away, I was running a large agency,” Yanez said. “We had over 60 employees and a handful of massive clients. When I decided I wanted to do something on my own, I wanted to keep it small, stealthy, and efficient. “I wanted a Black Ops Team that could fly under the radar. From there, PytchBlack was born, and the only two vowels in the name are my initials, AY.” And it’s concepts that matter to the Fort Worth man. PytchBlack bills itself as an agency where “it doesn’t matter whether you’re a Fortune 500 or a small mom and pop shop, it’s all about the idea.”
While Yanez serves as Managing Partner/Lead Creative within PytchBlack, he is emphatic that his finger is very much on the pulse. “I’m not a leader, I’m a doer,” Yanez said. “Running a small creative consultancy for 13 years really helps you hone your craft. I’m still very hands-on with all of our clients, sitting in the meetings, pitching ideas, creating the brand positions, ideas and campaigns, etc. “If you wanted to call me a leader and ask how I do it, I would say I lead by example. I’m up at 5:45 a.m. and thinking about the work that needs to be done.”
There is no question that the industry has changed over the last 35 years. Yanez said the biggest difference is that digital media has destroyed traditional advertising. “There’s a difference between editorializing and advertising,” Yanez said. “Everybody who is posting things every day is editorializing, and the art of advertising has fallen by the wayside. Everybody loves social media and wants to have a daily post for their brand, but what they don’t realize is that just because your posting does not mean everyone that does not follow you gets to see it. “You need a refined approach that incorporates multiple platforms and a combination of paid and organic posts. With the development of new AI tools, everyone wants to be creative, but what they fail to realize is that even with a generic graphic, your ‘ads’ will pass by like a ship in the night if you don’t know what to do with them.”
PytchBlack has worked with numerous clients from Nissan to Marriott, to 7-Eleven and Nestle, Pizza Hut and even ESPN.
Yanez said his approach to branding and working with clients is similar to what it was more than three decades ago, but added that things happen much faster these days. “While the approach and process are the same, the executions have changed,” Yanez said. “The main difference is the speed at which we are able to get things done. Now that I have over 35 years of experience in the industry, I know what I need to quickly learn and what I have to do to create visually interesting work that will drive results and make the client happy.
When Yanez started PytchBlack more than 13 years ago, he knew exactly what kind of agency he wanted to run. Yanez said one of the most fulfilling things for him is that he and his team have been able to bring to fruition exactly what he had planned. “My vision has definitely become a reality,” Yanez said. “We’re small, fast, and efficient for clients we want to work with. We’re fortunate to be able to focus on the type of work we like to do without any bloated overhead and pains in the butt.”
The advertising man works with his wife, Amy, and said running an agency with a significant other has its challenges and rewards. “The rewarding part is running a small business together,” Yanez said. “We are a team on and off the court. We know what each of us is doing, and we have clear goals for what we want to accomplish. She is the one who pushes us forward and encourages us to find new business.”
Fortunately for both partners, their challenges have nothing to do with their marriage. “For us, navigating the digital media landscape that is constantly evolving has been a big challenge,” Yanez said. “As soon as you think you’ve found the perfect recipe for efficient digital campaigns, there’s a new method popping up.”
Adaptability is the key for PytchBlack, which describes its employees as ” quick learners” who can “connect the dots to increase awareness and results for your business.” Yanez said that the ability to adjust, customer service, self-belief and humility are probably the most important factors to build a successful agency.
“Calling us a company is a misnomer,” Yanez said. “We are basically five people and a dog. I think being confident in your decisions as a business owner is probably the most important thing. You need to know what kind of work you want to do and be confident that you can do it better than everyone else. Another big one is building client relationships. Some of our clients have been with us since the beginning of PytchBlack, and over the years, we have developed a deep trust and delivered quality work for them.” For Yanez, that is the key ingredient. “When your clients trust your vision, you feel free to get creative,” Yanez said. “Sure, that means sometimes they might shoot your ideas down, but they aren’t going to ‘go in a different direction’ after one round of ideas. Going back to the drawing board is not a problem. This business is not for people with big egos— it’s for people who get stuff done.”
