• by Larissa Faw , March 18, 2021

After 15+ year careers at agencies CP+B, Deutsch and Victor & Spoils, Travis Reeb and Rob Lewis are launching their own venture, Good Conduct. The duo most recently served at Fact & Fiction.

“We're a strategy-based creative and content agency, and we believe that good relationships lead to great work,” says Reeb.

The Denver, Colorado-based agency opens its doors with Inaugural client SLIQ Spirited Ice, a soon-to-launch premium hard-freezer pop from 21 Holdings LLC, a subsidiary of the freezer pop manufacturer The Jel Sert Company. The treat will be available in three varieties: vodka, agave and rum.

Good Conduct will handle all creative responsibilities for the brand with a main focus on digital video, paid and organic social content.

The two founders say their collective agency backgrounds at both “big and small” shops serve as a useful point of differentiation during a time when many industry veterans are launching new agencies.

“We've seen a lot of what's great in the industry and a lot of what's not good,” explains Reeb. “What we realized is that the thin line between good and bad lies in relationships: Relationships between co-workers, relationships between agencies and clients, and then ultimately relationships between brands and their consumers.”

He also sees opportunity in partnering with clients that are increasingly exploring non-holding company options. “We think brands (especially big ones) are starting to see these small- to mid-sized agencies are providing the same great thinking you get from big public agencies without the hurdles and tape, and we want to be a part of that,” says Reeb.

Reeb and Lewis grew close over the past two years after serving on the leadership team at Fact & Fiction, a small creative shop in Boulder, Colorado.

“After working together, it just clicked one day and we said to each other, we should start our own thing, doing it in a way that reflects who we are as people and something we can be proud of — both in the quality of the work and in the relationships we build,” says Reeb.

Reeb states the agency will slowly grow with both full-time hires and freelance talent, based on retained partners. “We're not going to be an agency that hires and fires. We also love the collective approach that allows us to bring in top talent and to solve specific brand challenges.”

The agency’s name was an easy decision, he adds. “One, it speaks to who we are as people, but then, it also has that double entendre tying how we develop work and how we guide/lead creative campaigns for our client partners.”