Ad veterans DJ Hardy
and Casey Stickles have co-founded their version of an "anti-agency."
Good Company, which debuts with three global brands across fintech, consumer tech and fashion, functions as an extension
of brand teams. The new entity positions itself as a specialized partner, rejecting silo thinking in favor of embracing a larger culture language.
Good Company handles creative, media, social,
strategy, experiential and creator amplification. It focuses on integrated creative campaigns that up digital and social engagement. In addition, it's introducing an AI Creative lab, dubbed
Little Debbie, run by Riley Robins. The lab acts as an extension of creative to aid visual and tech workflows in real time.
“The black-box agency is dead. Brands don't have the time or
the budget for slow-moving machinery. They need partners who are actually in the trenches with them,” said DJ Hardy, head of storytelling at Good Company. “We built Good Company to be
exactly what the name implies — an agile, high-impact collaborator. We work closely with our clients to bring their vision to life with complete transparency. We move at the speed of
culture.”
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Both Stickles and Hardy began at 5WPR. He founded the consultancy Arxna in Johannesburg and handled campaigns for KITH, Red Buss Music and Coca-Cola. Stickles has worked at
Rubenstein and MWW, handling launches for Samsung, Robinhood and Boxbollen.
“Brands don’t need more vendors, they need skin in the game,” added Casey Stickles, head of
strategy. “Traditional agencies are built to protect their own process. We are built to protect the idea.”