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Portal A found success in bypassing the traditional ad agency model - Business Insider

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How 3 childhood friends with no ad industry experience became YouTube's longtime agency and created videos for Odell Beckham and Steph Curry

This story requires our BI Prime membership. To read the full article,Childhood friends Nate Houghteling, Kai Hasson, and Zach Blume founded Portal A as a digital video production company in 2008.

Now, Portal A splits its business into branded videos to promote products and originals that are sponsored by brands, like a series starring Olympic skater Adam Rippon and NBA star Steph Curry. In 2019, the agency, named for the Portola playground where the three played basketball growing up, brought in $20 million in revenue and sold a minority stake to production company Wheelhouse Entertainment, whose partners include Jimmy Kimmel and reality TV mogul Brent Montgomery of "Pawn Stars" fame.

After returning from Asia, Houghteling and Hasson worked in media while Blume became a political consultant. Yet they were drawn back to the burgeoning business of digital video. A mutual connection introduced them to YouTube's internal marketing team in late 2011, which led to the first "Rewind" starring accidentally viral singer Rebecca Black.Houghteling said the rushed, monthlong production established a longstanding relationship between Portal A and Google. In addition tothe agency has also worked on campaigns for Google Education, Pixel, and Chromebook and internal YouTube projects.

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