Indie Agency Curious Orange Taps Tech Vets for U.S. Expansion

SAN FRANCISCO, CA – February 26, 2026 – In a move that underscores a significant power shift within the digital marketing industry, independent agency Curious Orange has announced two high-profile additions to its U.S. leadership. The agency has appointed former Instrument leader Jess Wehage as its U.S. Managing Director and has brought on longtime Google and eBay executive Shawn Mielke as a Co-Founder and board member. These strategic hires are set to fuel the agency's aggressive expansion across North America, building on what its founder describes as a period of “incredible momentum.”

Founded less than two years ago, Curious Orange has quickly carved out a niche for itself, attracting a roster of clients that includes tech and consumer giants like Discord, Google, YouTube, Sutter, and Decathlon. The appointments signal the firm's intent to scale its operations significantly while doubling down on the agile, people-first ethos that defines the independent agency movement.

“In just under two years, we’ve built incredible momentum with a stellar roster of clients,” said Curious Orange Founder Emmet McCaughey in a recent statement. “With Jess and Shawn coming on board, we’re ready to take things to the next level – scaling our way, and staying true to the people-first principles that got us here.”

The Great Talent Migration

The decision by seasoned executives like Wehage and Mielke to join a younger, independent firm is emblematic of a broader industry trend: the great talent migration from established corporate behemoths and network agencies to smaller, more nimble players. For decades, a career path leading to giants like Google or large holding companies was the pinnacle of success. Today, many top professionals are trading in corporate scale for entrepreneurial impact.

Wehage brings deep agency expertise from leadership roles at Instrument and Firewood Marketing, and her appointment represents a reunion with Curious Orange’s founding team. This shared history is expected to enable the agency to accelerate its U.S. growth with confidence. Mielke, who spent decades leading marketing initiatives at Google and eBay, brings invaluable experience in growth, lifecycle marketing, and digital advertising. His choice to join as a Co-Founder speaks volumes about the perceived potential of the independent model.

This shift is fueled by a desire for greater agility, direct client partnerships, and a culture that can react to market changes in real-time. Large network agencies, often encumbered by bureaucracy and legacy structures, can struggle to match the speed and innovation of their independent counterparts. As Mielke noted, “In my experience, independent shops do the best work.” His statement reflects a growing sentiment that creativity and effectiveness thrive outside of rigid corporate frameworks. This belief is a core driver for talent seeking environments where they can have a more direct and tangible impact on both client success and agency direction.

A Blueprint for Modern Growth

Curious Orange's strategy for challenging larger competitors isn't just about attracting top talent; it's built on a fundamentally different operational blueprint. The agency leverages a remote-first structure, a global talent pool, and a heavy investment in artificial intelligence to deliver network-level scale without the associated overhead or creative compromises.

This model allows the agency to assemble bespoke teams of strategists, creatives, and performance marketers from its hubs in San Francisco, Dublin, and Mexico City, as well as from a wider global network. By eschewing a traditional brick-and-mortar footprint, the firm gains access to a broader, more diverse talent pool and can pass on operational savings to clients. It’s a structure that has become increasingly viable and attractive in the post-pandemic work landscape.

Furthermore, the agency’s commitment to investing in “AI-powered capabilities” is a critical differentiator. In an industry where data is paramount, AI and automation create powerful efficiencies. These tools can automate routine tasks, analyze vast datasets for predictive insights, and optimize campaigns at a speed no human team could match. For an independent agency, this isn't about replacing human talent but augmenting it. As Mielke suggested, the combination of “the right people, plus smart use of AI” allows a smaller shop to match the reach of a network agency while preserving the “human touch” essential for true partnership. This tech-forward approach enables senior staff to focus on high-level strategy and creative problem-solving, delivering superior value and results for clients like Arize AI and Iarnród Éireann (Irish Rail).

Navigating a Booming, Yet Complex, Market

Curious Orange's expansion comes at a time of robust growth for the U.S. digital marketing sector. Projections show U.S. digital ad spending is on track to surpass $300 billion in the near future and could exceed $400 billion by 2028. This growth is fueled by massive investment in social media, digital video, and burgeoning retail media channels. For an agency with proven expertise in this domain, the market opportunity is immense.

However, this booming market is also fraught with complexity. Agencies and their clients must navigate a labyrinth of challenges, including evolving data privacy regulations, the overwhelming noise of content saturation, and the constant need to upskill teams against a backdrop of rapid technological change. The very AI that offers so much promise also contributes to a fiercely competitive environment where staying ahead requires constant innovation.

In this context, Curious Orange's model appears strategically designed to thrive. Its independent and agile nature allows it to pivot quickly in response to new regulations or market shifts. Its reliance on a global talent pool provides a hedge against localized talent shortages, a persistent challenge for many agencies. By positioning itself at the intersection of top-tier human talent and cutting-edge technology, the agency is making a calculated bet that this combination is the key to navigating the opportunities and challenges of the modern marketing landscape.