Former Atomic 212 director of innovation, Peter Brennan, launches creative agency Electric And Analog
A new creative agency, Electric And Analog, has been launched by the former director of innovation at Atomic 212, Peter Brennan, along with co-founders David Penfold, former Deutsche Bank CFO, and the former head of brand at Red Bull, Ian Bell.
Electric and Analog offers “strategy and ideas”, brand identity, website development, mobile app development and content for social channels as well as experiential stunts and television commercials.
Penfold, Bell and Brennan
The agency aims to put design and innovation at the centre of businesses and already works with clients including Gloria Jean’s Coffees, the NRL and Kiddylicious.
Brennan, who takes the role of executive creative director at Electric and Analog, departed Atomic 212 in April this year.
“Brands are doing the same thing they’ve done with their marketing budget for years, and in a world that’s changing faster than ever before, it’s imperative for these businesses to think differently, be brave, and do things they’ve never done in order to get their customers’ attention,’ Brennan said in a statement. “If you execute a big idea with the right creative, tech and innovation, you’ll cut through the clutter.”
Penfold joined the agency in September a a co-founder and chief financial officer after spending almost six years as the chief financial officer at Deutsche Bank Australia and New Zealand.
“With Electric And Analog we’ve created a unique opportunity for brands to work with an agency that sees through the lens of a brand itself, underpinned by exceptional financial guidance and top level creative consultancy that is second to none.
“Technology and human-centred design is shifting how consumers behave towards brands. The way people buy products and services has changed on a global scale. And innovation and creativity are at the centre of this step change,” Penfold stated.
Bell, the managing partner and co-founder joined this month after departing Red Bull in April.
“As the grey hair at Electric And Analog I have a deep-founded belief in establishing a philosophy and culture in the agency that is entirely open, honest, transparent and genuinely client-focussed. Thinking differently and driving tangible change is tough and can be uncomfortable. Electric And Analog is here to facilitate that for our clients.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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