The phone rings at a home-care provider. Someone answers. A marketing dashboard records a lead. From the agency’s side of the screen, the machinery appears to be working. Except the caller wants a job. The advertisement was supposed to find a patient. A little green number has just moved in the wrong direction.
- Position² joins advertising, creative production and measurement in one agency.
- Its healthcare work shows why a qualified opportunity beats a raw inquiry.
- Arena connects marketing work; StudioX puts product rendering in a marketer’s browser.
The wrong people were calling
In Position²’s account of its work with Care Advantage and Capital City Nurses, patient inquiries and job seekers had become tangled together. The agency rebuilt CallRail tracking, used AI qualification, separated employment routes from patient intake and carried Google Click IDs into the patient management system. Cost per marketing opportunity became the guiding measure.
The company reports 61% more marketing opportunities at Care Advantage and a 39% reduction in their unit cost. For Capital City Nurses, the reported changes were 231% and 73%, respectively. These are agency-reported outcomes, rather than results from a controlled experiment. Still, the diagnostic lesson is useful: first decide which calls belong in the success column.
The engineering inside the agency
Position² occupies the space between a creative agency, a performance-marketing team and a marketing-technology operator. Customers can hire it for paid media, search optimization, content, websites, analytics and automation. Its public work spans Lenovo, American Express and Cohere. The common problem is coordination: a persuasive advertisement is only useful if the next page, the follow-up and the measurement also work.
Rajiv Parikh, its founder and CEO, came through companies including AltaVista and Sun Microsystems. In an interview about his career, he described wanting to combine marketing with analytics and engineering. That combination makes the company easier to understand. The interesting work often happens between disciplines, where an advertising problem turns out to require a database fix.
Its international structure has deep roots. In 2006, Position² acquired Indian online-marketing firm Webshastra. Contemporary reporting described the attraction of its advertising experience and technology, including tracking and ad serving. Position² had considered opening its own operation; an existing team offered capabilities already in use. The acquisition made the US-India connection part of the operating model early.
Independent recognition came later: Inc. ranked Position² No. 598 on its 2018 list and No. 304 in 2019, followed by No. 9 on its California regional list in 2020. Those are historical growth markers. They help explain why this is an established agency experimenting with AI, with years of client delivery behind the experiment.
Its automation practice makes that less abstract. The advertised work includes database cleanup, platform implementation, campaign execution and reporting. A client with a capable sales team but inconsistent follow-up can use that operational help; a product business may need creative production instead. The service list is broad enough to address either. The buyer’s job is to identify the missing capability before turning a long menu into a long contract.
A dashboard that remembers
By September 2025, the company was calling its approach “Services-as-a-Software.” It added Marketo co-founder Jon Miller and entrepreneur Kumar Ganapathy to its board. The proposition was that software could take on more operational execution while experienced people directed strategy. Customers would still be buying marketing work, with more of the delivery supported by technology.
“Marketing has drowned in tools and starved for answers.”Rajiv Parikh · Arena announcement, September 2026
Arena, introduced in its current form in September 2026, gives that proposition a workspace. It connects marketing intelligence, expert direction, AI agents, analytics and project delivery. The company describes a system that retains brand decisions and campaign outcomes, so the next assignment can inherit what the previous one taught. That memory is the more interesting promise.
Consider the familiar agency handoff. A campaign ends; a presentation gets filed; someone changes jobs. The next team reconstructs the reasoning. Arena is designed to preserve that context alongside execution. Its usefulness will depend on what gets connected and recorded. A shared workspace can carry knowledge forward only when the knowledge makes it into the workspace.
The camera stays home
StudioX approaches a different bottleneck. A product team needs another angle, another background, another view of what sits inside the casing. Conventional production can turn each request into another round of coordination. Position²’s browser-based rendering platform lets marketers compose those shots after specialists prepare the product model, materials and controls.
The August 2026 announcement describes custom angles, exploded views and control over lighting and configuration. The economics are tangible: digital assets can reduce the need to move scarce prototypes through freight, customs and photo studios. The preparation still matters. Accurate product geometry and approved finishes must exist before a marketer can confidently improvise a new image.
For a buyer, the comparison should include the work around the image: preparing the model, approving materials, requesting revisions and producing variations. A reusable model becomes more attractive when many shots are needed. For a one-off image, the setup effort deserves particular scrutiny. The useful calculation is the cost of the finished, approved asset across its intended uses.
Start with the definition
The competitive pitch is the connection between these capabilities. A buyer could assemble a paid-search specialist, an analytics consultant, a creative studio and separate software. Position² offers an agency that can work across those boundaries. The practical purchasing question is whether that coordination solves a real internal bottleneck, and whether the team can demonstrate progress against an agreed business outcome.
There is also a people system underneath the software story. Position²’s careers page describes its Falcon Campus Program, which trains graduates through mentorship and practical work. The company says some department heads started there. Teaching judgment over time fits an agency whose newer proposition still puts experts in charge of execution.
The move a reader can copy tomorrow is smaller than an agency transformation: audit recent inquiries with the people who handle them. Agree on what qualifies, separate conflicting audiences and trace the useful opportunities downstream. That requires access to operational records and cooperation from sales or intake teams. Without those connections, automation can make a misleading number arrive faster. Begin with the caller.