About Us

Our Story

“ Mike & Dea founded The Factory as an agency that works with instead of just for our clients ”

Echo::Factory was created by two ad-industry veterans who wanted to do things differently.  Better. Dea came from a Southern California agency where she was the chief creative director, managing the direction of accounts that ranged from automotive to fashion.  Mike was running a photography studio that created images for some of the biggest names in the business.

Mike & Dea founded The Factory as an agency that works with instead of just for our clients.

Our Difference

We combine what you know to be true about your industry with what we know about advertising.  And, we work with people and products we like.  That’s the simple formula that’s given us success time and time again.

“ We offer ourselves to our clients, as a platform to success ”

For us, “truth in advertising” means something more.  It means that we strive for honesty in everything we do.  From our relationships with our clients to the ads we produce to our commitment to doing things in environmentally and socially responsible ways. We work to be credible.  Whether its delivered with formality, frankness or fun, we want our sincerity to be apparent in everything we do.

We’re more than a design firm, more than a marketing agency and more than a photography studio — because we don’t just offer these services.  We offer ourselves to our clients, as a platform to success.  And while sometimes we’re just a short boost to the next level, more often we build our clients a ladder that gets them exactly where they want to be.

The Workers

Robots are great - but every factory needs workers, and we have some of the most talented in the business.  Plus, as you can see from the true-to-life renderings below - they’re quite the lookers.


Dea Goldsmith
aka “D To The EA”
Principal / Creative Genius
Secret Power: Idea Wrangling
Favorite Font: Avant Garde
Catch Phrase: “It’s good, but if you just…”
Nemesis: The Clock


Michael Schaffer
aka “Goldfinger”
Principal / Getter Donerer
Secret Power: Being Awesome In Every Situation
Favorite Camera: Hasselblad H3DII
Catch Phrase: “Look, I have an iPad!” 
Nemesis: Zombies


Andrew Hoehn
aka “Word Fairy”
Writer / Web Geek
Secret Power: Reading The Dictionary For Fun
Favorite Critical Method: Post-Post-Modernism
Motto: “IE6 Must Die.”
Nemesis: Inappropriate Ellipses…


Denise Wolf
aka “Rita”
Agency Creative / Fixer
Secret Power: Googling. 
Catchphrase: “It’s a wolf thing”
Nemesis: Looneys


Roni Ingraham
aka “The San Francisco Treat”
Trafficker / Card Shark
Secret Power: Judo-chop with a one inch punch to the face
Catchphrase: “Oh my Gaaawhd!!!”
Nemesis: The Two-Legged Egyptian Moose


Carl Custodio
aka “The Wall”
Designer / Self-Antimoobivator
Secret Power: The Clone Stamp Tool
Catchphrase: “Any way you want it.”
Nemesis: Low Res .JPGs


Mustafa Abou-Taleb
aka “The Moose”
Project Manager / Job Shepherd
Secret Power: Making Us Do Things
Catchphrase: “You have 7 minutes to finish that project.”
Nemesis: Hunters


Sandra Schaffer
aka “The Sommelier”
H.R. / Numer Wizard
Secret Power: Making The Numbers Mean Something
Catchphrase: “Oaky Undertones, With A Hint Of…”
Nemesis: Wine In A Box


Larry Schaffer
aka “MacGyver”
IT Manager / Fixer
Secret Power: Making The Bits Flow
Catchphrase: “Have you tried rebooting?”
Nemesis: The End User