• by Fern Siegel , March 25, 2025

Andre Filip and Grant Barth have just launched a new creative agency — SmartMagic — billed as equal parts think tank, merchandising and design studio, and global ad agency.

SmartMagic positions itself as translating business goals into bottom-line results by optimizing category expansions and producing brand-building campaigns.

Previously, Andre Filip,was CEO, ELA Advertising for 21 years, which is transitioning into SmartMagic. Earlier in his career, he was a creative director for Seiniger Advertising. Grant Barth, the CEO of ThenWhat, a global brand lab, also worked as Chief Merchandising Officer for Levi Strauss & Co, as well as global apparel leader for Nike.

The essence of the agency is to align Filip's expertise in creative (TikTok, Universal, Bosh) with Barth's product experience in merchandising and design (Starbucks, Levi’s, Nike).

The agency has two offices, Orange County and Los Angeles, but prioritizes remote work.