The people
What they build
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Working at Acronym
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On the TechTO stage
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About
Acronym is a search and performance marketing agency working for enterprise brands including SAP, HP, PayPal, Four Seasons and Christie's. Founded in 1995 by Anton Konikoff, who remains founder and chairman, it stayed independent rather than joining a holding group, and works across strategy and business design, organic and paid search, performance media and marketplaces, conversion optimisation, analytics and attribution. It is headquartered in the Empire State Building in New York, with offices in Toronto, Berlin and Singapore, and says it runs more than 1,000 operations across 35 countries. Mike Grehan, then Acronym's chief marketing officer and a long-time search columnist, took the TechTO MarketingTO stage in April 2018 to argue that the machine-learning shift in search was not new — he had written the same case twelve years earlier.
Backers
Independent. Acronym describes itself as the largest independent performance and search marketing agency and reports no outside investors or holding-company owner.
Quick answers
What does Acronym do?
It is a performance marketing agency: organic and paid search, performance media and marketplaces, conversion optimisation, and analytics and attribution for enterprise brands.
Who owns Acronym?
It is independent. Anton Konikoff founded the agency in 1995 and is its chairman; unlike most agencies of its size it is not part of a holding group.
What did Acronym say on the TechTO stage?
In April 2018 Mike Grehan argued that machine learning in search was old news — he had written a column making the case twelve years earlier — and that the real shift was toward digital assistants and how people interface with devices.