What DSM Taught Us About Resilience and Growth

Think back to late 1999. The TV show Friends is at its peak. Britney Spears is huge. The Y2K scare is the talk of the moment. And Downtown Des Moines’ (DSM’s) Western Gateway and Historic East Village neighborhoods aren’t even a thing — they look nothing like the vibrant mixed-use communities they are today.

At the same time, a small group of people come together to form a different kind of agency (then known as Performance Marketing). Their goal is simple: to build a company that puts people first. They believe that if they prioritize genuine respect and a healthy work-life balance, exceptional client service and sustainable growth will naturally follow.

We’re proud to say their instincts were right. And Greater Des Moines’ (DSM’s) transformation has been remarkable.

The past quarter-century has brought a lot of change, both for the company we now call Anthologic Marketing + Technology and the city we call home. So, as we celebrate 25 years of longevity, we thought we’d honor those parallel journeys with a “Top 5” list of lessons learned about what it takes to evolve and thrive in an ever-changing world.

Five Lessons for an Evolving World

1. Be the energy you want to attract.

For a creative business like ours, talent is everything. The revitalization of the Historic East Village has made it a magnet for young professionals and creatives, which was a major factor in our decision to relocate to the neighborhood in 2021. The walkable streets, eclectic restaurants and mix of historic and contemporary urban spaces not only appeal to our staff but are also an attractive perk for new hires. Plus, the area is perfect for entertaining out-of-town clients.

2. Play to your strengths.

Back in the late ’90s and early 2000s, Des Moines was often referred to as a “best-kept secret.” Now, it’s safe to say the word is out. The city has leveraged what it has always done well while evolving strategically — from building on its status as a financial hub to expanding its cultural arts scene. Over the past 25 years, it’s been our strategy to focus on our strengths, too, going deep on specialized capabilities like video, marketing automation, influencer marketing and innovative uses of AI rather than simply checking boxes to say “yes, we do that.”

3. Make space for what matters.

Downtown DSM has intentionally prioritized spaces that enhance quality of life, culture and economic growth — from the Pappajohn Sculpture Park to the revitalized riverfront. At Anthologic, our focus on people has evolved over the years, but it has always been at the center of our culture as well. Today, it includes a hybrid work model with “core hours” that allow more individual flexibility in the day, among many other competitive benefits.

4. Community is key.

Des Moines residents, businesses and city leaders have worked together to shape its growth. From locally owned businesses to festivals and public art, the city’s transformation has been driven by a shared commitment to connection and collaboration. Creating community — and giving back — are also part of the fabric of our culture at Anthologic, from collaborating closely with our team and clients to volunteering for meaningful local causes.

5. Stay true to who you are … but keep getting better.

In an industry that’s always changing, adaptability is essential. Emerging technology is constantly shifting the marketing landscape — and audience expectations are constantly shifting with them. We’re proud to say we’ve been able to embrace those changes without losing sight of what’s important to us: building strong relationships, doing great work and holding ourselves accountable. Like us, Des Moines keeps getting better while remaining unapologetically true to its roots.

As we continue to evolve, we’re excited to keep pushing creative and technological boundaries while staying grounded in the values that got us here. “We’re in a tremendous place, both as part of the East Village community and as a company that’s embracing what’s ahead in marketing technology,” says Anthologic CEO Kevin Lentz. “We’re grateful for all the people, clients, friends and colleagues who have been part of our story, and we’re looking forward to the next chapter in this beautiful city.”

Learn more about Anthologic at anthologic.com.

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