RP3 Agency Wins Gold at Ad Age Small Agency Of The Year Awards
RP3 was honored by Ad Age as the Gold Integrated Campaign of the Year winner at the Small Agency Awards for its work with the Appalachian Trail Conservancy (ATC). According to an RP3 release, the award contest honors standout independent agencies with up to 150 employees that are producing both noteworthy creative work and strong business results.
Judann Pollack, Executive Editor of Ad Age, wrote: “Our winners are creating value for themselves and the industry, using AI to streamline processes and prospect for new business, inventing agentic products, taking equity stakes in startups, engaging in sprints and exploring new compensation models.”
Ad Age’s editorial team selected the winners based on business momentum, creative prowess, effectiveness of their work and how each agency approaches future growth.
According to the release, RP3 created the “Take a Hike” campaign on behalf of ATC “to grow support for the nonprofit organization responsible for maintaining the entirety of the Appalachian Trail. The agency reimagined the phrase “Take a Hike,” flipping it from an insult into an invitation. By publicly challenging the Big Dictionary’s definition and creating the Definition Petition so people could easily get involved, the campaign sparked a national conversation about mental health, the restorative power of nature and the essential role ATC plays in preserving the trail for millions.
“Not only that, but the campaign delivered extraordinary results: $86 million in donated and earned media, nearly one billion impressions, 85 times the reach of paid advertising alone, a 20% increase in ATC’s email list and a 25% year‑over‑year increase in funding, 86% of which came from entirely new donors. The work also earned a full segment on Jimmy Kimmel Live! on Giving Tuesday, beating out every other nonprofit for the spotlight.
“Winning this award is incredibly meaningful for all of us at RP3, as well as ATC,” said Beth Johnson, Founder and CEO, RP3 Agency. “It celebrates the kind of work we all believe in: ideas with heart, cultural relevance and real impact. ‘Take a Hike’ wasn’t just a campaign; it was a chance to help more people discover the restorative power of nature while supporting an organization that protects one of America’s greatest treasures. I’m so proud of our team, our partners at ATC and the passion that went into bringing this idea to life, and am honored that Ad Age loves this work as much as we do.”
The release states that the recognition from Ad Age adds to a growing list of recent wins for RP3. The agency won two Silver Clio Health Awards for their work with ATC, while Beth Johnson was honored as one of the 2026 Campaign 40 over 40. Additionally, RP3 was named Agency of Record for Northern Virginia Community College and continues to win other impressive work with notable clients across the country. “
PHOTO: (left to right) RP3’s Laura Thomas, Chief Strategy Officer; Beth Johnson, Founder and Chief Executive Officer; and Tuesday Poliak, Chief Creative Officer.
