The Story of idfive’s Longevity and Impact

By Peter Toran \ September 8, 2025

Last week, the idfive team celebrated our 20th anniversary. The party reminded us just how far we’ve come. Even though it was virtual, it was vibrant and offered proof that joy doesn’t need four walls to breathe. We laughed, reminisced, raised glasses, and remembered just how far we’ve come together. Turns out, confetti flies just as high over Google Meet.

That milestone got me thinking again about life expectancy in this cutthroat sector. Using Bureau of Labor Statistics data (yes, I still trust those numbers, old-school rebel that I am), we know this:

• Reaching 20 years puts idfive in the top 10–15% of firms founded since 2005.
  
• We’ve weathered two major recessions, digital disruptions, a pandemic, an insurrection, AI, and more than a few sleepless nights in between.
  
• The average integrated agency lifespan? Just 7.3 years.
  

So yeah, we’re a unicorn. The kind with heart and hustle.

The how is no secret: structured flexibility, weather-proof egos, and fivers who thrive on both data and dopamine. We’ve mastered remote work before it was cool, learned to teach and be taught across screens, and discovered that distance doesn’t dilute talent, it amplifies it.

The why is even simpler: from Day One, we’ve chosen to only partner with brands on a mission. Education. Nonprofits. Healthcare. Advocacy. Arts. Government. If the work doesn’t do good, we don’t do it.

Because through it all, one thing has stayed the same: our mission to amplify good. What’s shifted—and keeps shifting—is our outlook, process, and technique. We’ve kept pace with culture, technology, politics, and market pressures. We’ve invented creative methods such as neurodesign and action-driven design. We’ve written marketing books and presented at countless national industry practices. We’ve built websites as sturdy as bridges and campaigns that beat like drumlines. We’ve adapted, iterated, and grown sharper with every curveball thrown our way.

Most importantly, we’ve done it together—with clients who inspire us and teammates who continually rise to the challenge. That’s how we’ll secure another 20 years of awesome: by teaming up with the best and hiring the best.

Here’s to the next chapter. Same mission. Sharper tools. Bigger heart. Still amplifying good.