Industry veterans Torrey Plank, Karen Cunningham and Reid Miller have joined forces to form new ad agency 3 Mad Fish.
Actually, they’ve been at it now for half a year, give or take, and have made significant progress attracting clients.
They say it’s an agency modeled on tech and innovation companies that involves working in “short sprints” and using rapid prototyping to continually “experiment, learn and iterate to find solutions that meet the constantly evolving needs and desires of humans.”
Those humans. You know what a fickle bunch they can be.
The result of all that experimenting and prototyping, they say, are connections that drive deeper engagement and bigger sales. What client couldn’t resist that pitch?
Plank and Cunningham first met at Roberts + Langer, DDB and went on to become executive vice presidents at Omnicom shop Velocity, where they ran the East Coast and West Coast offices, respectively.
In mid-2019, they teamed up with former Taxi U.S. Chief Creative Officer Reid Miller, who had just left an executive role at an innovation studio to form his own agency as AOR for two brands in the Kraft Heinz portfolio.
Recently, the agency picked up AOR duties for five Kraft Canada brands, including Maxwell House, Ethical Bean Coffee, Nabob, Kraft Salad dressing and Renee’s Gourmet.
Those additions add to their existing Oprah Food Brands accounts, O, That’s Good! and Bountiful Life. Other new clients include Lenderment, BoyceMode and SweatStyle.
The agency has also set up a talent management arm that handles Neutrogena and Aveeno celebrity talent rosters, including Jennifer Aniston, Nicole Kidman, Jennifer Garner and Kerry Washington, among others.
For more on the agency’s philosophy and work check out its website here.