That’s a marketing idea. Not an advertising idea.”

When I heard that reaction to an idea I proposed, I knew it was time to start my own company.  See, in the decades since I got my first job, advertising has evolved. Back then, advertising could be defined as print, TV, outdoor, radio—and that’s pretty much it.

Now, I define advertising as whatever it takes to make our clients successful. 

It could be a TV commercial. It might be a marketing idea or an idea for a new product. Most likely, it's going to be an idea that uses a combination of several different tactics.

That’s why I didn’t start another ad agency. I started an idea company. Ideas are what I love. Creative ideas that solve clients’ problems.

HCategory is an idea company that builds brands through the power of great ideas. 

I've always liked how Victor Hugo put it, "nothing is more powerful than an idea whose time has come."


Carl Warner,  Principal / Chief Creative Officer

214. 709. 1614



What does it mean?

HCategory is derived from the cycling term for the most difficult mountain climbs.  Each is rated on a scale of 4, 3, 2, 1 with Category 4 being the easiest and Category 1 the hardest.  However, sometimes there are climbs that are longer, steeper and even more difficult than Category 1. So these most arduous, most difficult climbs are designated Hors Catégorie (HC) which means, “beyond categorization.”

HCategory is an idea company not confined by category. Whether it’s advertising, marketing, branding or all of the aforementioned, if a great idea is needed, HCategory can deliver—even if what you need requires going beyond categorization. 


CONTACT:      214.709.1614           


                          5519 Anita Street, Dallas, Texas 75206


The work on our website is the result of the experiences of our Principal and Chief Creative Officer, Carl Warner and his tenure at some wonderful agencies while working with some very talented people.

"I believe in the power of ideas and in the ability of great brands to make an impact in our lives.
In my experience, the best work stems from the trust-filled, collaborative partnerships forged between client and agency. That trust has to be earned, so it’s always our goal to prove to clients we have their best interests and the best interests of their brands in mind.

In order to achieve something original and fresh—something that's never been done before, we have to get clients to buy something they’ve likely never seen before. That is why a client’s trust is the first thing that has to be earned."

—Carl Warner