Advertising can NOT think that it will snap back to the old normal. The old normal was looking a lot like decay and Covid-19 has accelerated that process. Ex-creative director, Craig Brooks (above left), and ex-strategy director, Joel Pearson (above right), of R/GA Australia, had already predicted a need for change. Three weeks before Covid-19 broke, they launched a new strategic and brand and creative studio called not bad ϟ pretty good. They believe that their new approach will work better in what’s to come. not bad ϟ pretty good, promises to produce creative work that’s more agile, cost-effective and impactful, and extends well beyond traditional media channels. The pair have worked together in a number of roles at network agencies.
They have established a different type of creative development model for their agency, working as a unified strategic and creative partnership across the entire process from first conversation to finished product. Fewer baton-passes, they believe, will result in faster work and fewer overheads. The agency will use a network of specialist talent to deliver strategic work infused with great creative and creative work that’s strategically sound, led by a hands-on team that unifies strategy and creative.
Nbϟpg is already working with several startups on brand and communications projects. Its scope of work includes brand development and creative campaign projects, internal workshops, or to provide consultation to in-house teams. It lives in an old recording studio in Enmore that the pair has converted into a small creative space.