In this sit-down interview, Simon Beltran speaks about a company with more than a century of history — and a clear focus on what comes next.
O’Neil has built its reputation over 116 years. For Simon, that legacy carries weight, especially in how the company shows up for clients. “It’s knowing that we’ll be here today, and we’ll be with you tomorrow," he says. "If you’re going to invest in a relationship, you really want to know that.”
That mindset shapes how O’Neil builds trust and maintains long-term partnerships.
Inside the organization, employee ownership plays a defining role. O’Neil’s ESOP structure has been in place for three decades, creating a culture where accountability and pride are shared. “It shows in the quality, it shows in the way they care for each other," Simon says. That sense of ownership influences day-to-day decisions and reinforces a strong internal connection across teams.
O’Neil has also made intentional moves to elevate its brand and expand its capabilities. Its close relationship with Rule29, a creative agency that has helped shape the company’s identity, evolved into a strategic acquisition. That step brought creative, branding and digital expertise directly into the business.
The Rule29 relationship reflects a broader shift in how O’Neil approaches the market. By moving upstream into earlier marketing conversations, the company positions itself closer to strategy and problem-solving. That proximity changes the nature of client relationships and opens new opportunities for growth. To support that approach, O’Neil operates through a set of focused brands that together deliver a wide range of services — from print and promotional products to creative and marketing solutions. This structure gives clients a more integrated experience while allowing each area of the business to specialize and perform at a high level.
Looking ahead, Simon sees continued opportunity in aligning technology with talent: “We think we’re going to be able to get the best talent and match that up with the best technology,” highlighting the importance of efficiency, scalability and innovation in the years ahead.
While O'Neil's long history has provided stability, its innovative leader and his team are creating impressive momentum.
