"We're one of very few independent agencies, with global presence, that specialise in Product Marketing," explains CEO Tom Dunn- a statement that encapsulates the quiet confidence of an agency that has spent 15 years refining its craft in the shadows of tech giants.
As 2025 approaches - what industry insiders are already dubbing the 'Year of the Indie', Toaster's journey from Google Creative Lab offshoot to global product marketing specialist offers valuable insights into how agility, independence and deep tech expertise can create a formidable alternative to traditional agency models.
Born digital, built for speed
Toaster's origin story begins in 2010, when it’s founders, including current CEO, Tom Dunn, identified a gap in the market while working within Google Creative Lab. As the team expanded and remit grew, they envisioned an agency that could move at the pace technology demanded, without the bureaucratic layers that often hamper traditional agencies.
"Toaster was born digital, and our long-standing history alongside Google and Alphabet gives us a unique perspective into the tech sector," the agency explains. This foundation has shaped not just their client roster, which now includes Netflix, YouTube, Tinder, Snap, Subway, Prime and Samsung, but their entire operational philosophy.
The agency's commitment to what they call an 'open' approach permeates everything they do. "When we are open we are transparent and honest... curious about the world around us... actively in search of diverse points of view," they explain. This isn't merely aspirational language, it's a practical necessity for an agency working with tech innovators who expect partners to match their pace of evolution.
Their independence, meanwhile, serves as both shield and sword in an industry increasingly dominated by network agencies. "We are not beholden to any complex management structures or processes that slow us down," they assert. "We are self-governing and entirely responsible for the trajectory of the Toaster story."
The product marketing specialists
While many agencies claim to do everything for everyone, Toaster has taken the opposite approach, focusing intensely on product marketing, particularly for tech companies targeting hard to reach audiences.
This specialisation has proven prescient. "The demand for in-house product marketers is surging and brands are starting to dedicate real investment to this function," Toaster notes. "The US has been leading the charge on this historically, but we're now starting to see the demand for these roles explode all over the world."
Their work with Netflix exemplifies this approach. As a retained partner for Netflix's product marketing needs, Toaster recently helped launch updates to the streaming giant's homepage experience. Rather than producing a typical product education video, they created content that "invoked the thrill of Netflix's content discovery", delivered with the speed that tech clients demand.
"Just a day away from the event: thank you all tremendously for all the work in getting us here. Couldn't have been done without this team's support," remarked one of Netflix's senior Product Marketers - feedback that underscores the value of specialists who understand both the technical and emotional aspects of product marketing.
The global indie advantage
Perhaps most surprising about Toaster is their global footprint. "Not many independent agencies span 3 continents," they point out, with studios across the US, UK and India. This structure allows them to service global clients while maintaining the agility that independence affords.
Their leadership team has been bolstered by experienced advisors, including Trevor Johnson, TikTok's global head of commercial sales, and Neville Brody OBE, the esteemed graphic designer and branding consultant, strategic appointments that signal Toaster's ambitions.
The agency's hybrid, remote-first work model further distinguishes them from traditional agencies still wrestling with post-pandemic work arrangements. By embracing flexibility, Toaster has positioned itself to "attract and retain the best talent in every region" - a critical advantage in an industry where talent acquisition remains challenging.
Building partnerships, not just portfolios
What becomes clear when examining Toaster's approach is their emphasis on partnership over transactional client relationships. "We thrive on all client relationships that feel like true partnerships," Tom explains, highlighting their work with Jigsaw—a Google unit tackling threats to society such as the spread of misinformation online—as particularly energising.
When navigating the inevitable creative tensions that arise, Toaster's approach is refreshingly straightforward: "When you root all creative decisions in solving real challenges then it makes those conversations more productive and builds trust in the partnership."
Their work with Jigsaw exemplifies this approach. Creating "multiple short, social-first films conveying complex subject matter that had to land when translated into 29 different languages" presented significant challenges. Yet by navigating "many client stakeholders and layers of approvals, whilst maintaining as much creative integrity as possible," they produced work that earned multiple creative awards.
Positioned for the product marketing revolution
As we approach what Toaster describes as a "pivotal shift in the tech landscape, with product marketing finally getting the overdue recognition it deserves as a strategic discipline," the agency appears well-positioned to capitalise on this trend.
"We excel at helping companies unlock that deeper strategic value," they explain, "bringing our honed expertise to navigate complex positioning challenges, execute impactful product launches in increasingly crowded markets, and drive high-performing sales pushes."
Their recent work with US-based cloud backup startup Eon demonstrates this capability. Over six months, Toaster has helped Eon ‘build credibility and stand out as a disruptor in a market full of established behemoths’. Toaster’s work has spanned the full funnel - from crafting website content with powerful visuals to providing a stream of assets for socials and designing event activations. Exactly the kind of challenge that plays to their strengths in reaching complex B2B audiences.
For brands navigating the increasingly complex product marketing landscape—particularly those in technology and B2B sectors—Toaster's message is clear: speed, specialisation and strategic partnership are the ingredients for success in markets where traditional approaches are increasingly falling short.
As one client succinctly put it: "You just know what we like." In an industry often criticised for its complexity and opacity, such straightforward appreciation speaks volumes about the value of Toaster's focused approach.
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