At Butler/Till, we believe in the power of alignment of bringing every single employee-owner together around a shared vision and purpose. That is why we have embraced the tradition of selecting a Word of the Year since 2015, our first full year as a 100% employee-owned enterprise. Past words of the year include:
- Momentum
- Build
- Dream
- Focus
- Agile
- Intention
- Uplift
- Flourish
- Elevate
- Disrupt
Last year, our word of the year was “disrupt,” and we certainly achieved that by launching a new brand and product with BetterLocal, introducing multiple new service offerings, enhancing our Marketing Science capabilities, establishing expertise in new industries, adding new business partners and platforms, and welcoming many notable new brands to our client portfolio.
For 2025, our Word of the Year is All In.
Why All In? I believe 2025 is poised to be a pivotal year for Butler/Till. We are onboarding new clients, launching innovative products and offerings, and welcoming a wave of new employee-owners to our team. These big ambitions come with big opportunities, and achieving success will require every single one of us to be fully engaged, fully accountable, and fully aligned to our goals—with a focus undoubtedly on current state, but also well beyond, with an agency framework and vision set through 2029.
Being All In is not just about showing up; it is about committing wholeheartedly—to our clients, to each other, and to the shared belief that we are building something extraordinary together. It is about engaging with that sense of camaraderie and ownership, where every voice matters, every contribution counts, and every individual feels connected to the journey we are on as an agency.
As we set our sights on taking Butler/Till to the next level, we ask each of owners: Are you All In? Here’s to a year of ambition, collaboration, and shared success—within our own four walls and beyond.
Contributors: Kimberly Jones
