123NET appoints Doner as creative agency of record

Doner, part of Stagwell, has been appointed creative and strategic agency of record for fiber internet service provider 123NET. The appointment supports 123NET’s plans to broaden its focus beyond enterprise clients to reach small businesses and residential customers across Michigan.

Founded in Michigan more than 30 years ago, 123NET operates an extensive fiber network serving businesses across multiple industries. The company is now extending its offer to homes and smaller organisations, supported by a brand platform and integrated campaign developed with Doner.

Agency role and scope of work

As agency of record, Doner will work with 123NET’s leadership on brand strategy, visual identity, creative development and media. Doner Media will lead media planning and buying, with an integrated campaign planned across digital, social and direct channels.

The first campaign from the partnership is scheduled to launch in Q1 2026 and will run statewide, targeting both business and residential audiences as 123NET expands its market presence.

Shared local focus

Dan Irvin, founder, president and CEO of 123NET: “We’ve built our business around connecting Michigan, and now we’re ready to expand even more broadly into the state and its communities. Doner brings a shared commitment to Michigan innovation and the creative expertise needed to reach new audiences. Together, we’ll make sure more people and businesses experience what makes 123NET different.”

The collaboration reflects a shared emphasis on Michigan-based growth, with Doner positioning the brand to connect with communities as 123NET increases its visibility beyond enterprise customers.

Broadband experience and category expertise

David Demuth, CEO of Doner: “123NET’s purpose to make Michigan the best connected state is exactly the kind of mission that fuels our work. As a Michigan-based agency, we’re proud to help amplify a homegrown brand that’s not only driving technological progress but also investing in the state’s economic future.”

The appointment builds on Doner’s experience in the broadband and technology sector, including work for national providers such as Cox and Atlantic Broadband, alongside long-term relationships with Michigan-based organisations including Stellantis and McDonald’s franchisees.

www.123.net

www.doner.com

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