How It All Began
“Media Link really started out of a dedication to the clients I was already serving,” recalls owner and founder, Natalie Linville-Mass.
In 2001, after 9/11 abruptly changed the advertising world, Natalie’s position with a local agency was cut right as she brought in seven new clients. Rather than leave them without support, she decided to start her own firm.
“I just couldn’t let those clients down,” she said. “I told them, if you want to stay with your current agency, please do, but I want you to have a choice.”
This decision launched Media Link, as it first operated out of Natalie’s bedroom. By May 2002, the agency had its first office in the historic Union Arcade Building in Davenport, Iowa. Three of those original clients decided to go to the newly founded, Media Link, and stayed with her and her agency for decades.
Building an Agency with Purpose
Media Link officially opened its current office in May 2006, the same year Natalie rebranded from her original name, “Gendron Advertising.” The move reflected a new chapter, both personally and professionally. “The house we bought was really for the agency,” Natalie says. “It had windows in every workspace, fresh air, and easy parking. It just felt right.”
From those early years, Media Link grew on the values of honesty, transparency, and client care. These principles still define the agency today.
Milestones That Shaped 24 Years
Media Link’s journey is filled with milestones demonstrating the agency’s resilience and reinvention:
- 2006: The company became SBA 8(a) certified, recognizing Natalie as a socially and economically disadvantaged business owner. “It wasn’t about feeling disadvantaged, it was about proving women in media were underrepresented,” she explained. “We were about to show 91% of media managers in the Quad Cities were men, even though 65% of the sales force were women.”
- 2011: The team launched Media Link Software®, one of the only media-buying tools developed by an active advertising agency. “If we’re the only agency in the country to build a software to help our field, we must know something about media buying,” Natalie says proudly.
- 2013: Natalie founded the Quad Cities Women’s Executive Club to help female entrepreneurs connect and collaborate. “I wanted to create a group where women build each other up and work with each other to help our companies grow and be there for each other.”
- 2021: Media Link’s community work expanded again with QC PastPort, a historical and cultural project connecting residents and visitors to the region’s past through digital storytelling.
Each of these milestones reflects Natalie’s core philosophy: when you see a need, then discover a solid path to solve this need, then it’s your responsibility to implement it.
Why Clients Keep Coming Back
Transparency has always been Media Link’s foundation. “When I started, I realized many agencies didn’t share details with their clients. I found out not everyone negotiates with all possible media in a campaign. Many didn’t send month-end packets which is a proof of purchase for each of our customers,” Natalie says. “That didn’t sit right with me. Our clients deserve to know exactly what options are in front of them, we then help them implement what they choose, and we make sure they know what’s happening throughout their campaign.”
This open-book philosophy is paired with an unapologetically collaborative approach.
“Our clients trust us, because we’re honest, and we don’t hide the process. If something goes wrong, we own it and make it right.” – Linville-Mass
This level of integrity keeps long-time clients, some for over 20 years, coming back.
Hard Lessons Learned
Two decades in business have brought their share of challenges. Natalie points to economic recessions, shifting technologies, and the pandemic as defining tests of endurance.
“The 2008 crash and COVID both forced us to rethink everything,” she reflects. “We had to pivot fast and build out stronger digital marketing and web strategies. Those moments taught us how to stay adaptable.”
She has also learned not every client or employee is going to be the right fit, and that’s okay. “Sometimes you have to let go to grow,” she says. “But every experience teaches us something valuable about who we are as a company and how to grow from the experience.”
Preparing for the Future
As Media Link looks to the future, Natalie and her team are embracing what’s next, cautiously but creatively. “Yes, AI and automation are changing marketing, and we’re exploring how they can support our clients,” she says. “But we’ll always keep a human touch. Real strategy and storytelling can’t be automated.”
The agency is also expanding its capabilities in video production, SEO, web development, and software enhancements. Media Link Software® is working on developing a digital dashboard to help our customers get a real-time look at how their campaign is performing across all platforms as it progresses. QC PastPort is in the process of developing and launching a companion app. to further gamify this self-guided tour experience. “It feels like we’re entering a new era,” Linville-Mass says. “Fresh website, new tools, and the same passion that got us here in the first place.”
A Message to Clients Past, Present, and Future
“To our clients, thank you for believing in us,” Natalie says warmly. “You’ve trusted us to tell your stories and grow your businesses, and that means the world. To future clients, know we’re here to help you succeed through a transparent process built on to meet your company’s marketing needs.”
After 24 years, one thing remains constant: Media Link Inc. is built on relationships. As Natalie sums it up, “I never set out to build an agency. I set out to help people. That’s still what we do every day.”
Ready to see what 24 years of experience can do for your business?
Let’s build your next success story. Connect with Media Link Inc. today!
