R/GA’s Craig Brooks and Joel Pearson launch creative studio Not Bad Pretty Good

R/GA’s executive creative director and executive strategy director, Craig Brooks and Joel Pearson, have branched out on their own to launch creative studio, Not Bad Pretty Good.

Brooks, who is taking on the role of creative/strategy partner, said the pair are taking advantage of the situation despite making the decision to launch the new shop three weeks before the COVID-19 pandemic began.

Pearson (left) and Brooks (right) also worked together at TBWA

“These are tricky times, and with distancing affecting the way creative solutions are traditionally managed, a hands-on senior team that unifies strategy and creative can deliver better results and ensure consistency for the project,” Brooks said.

“We never expected we would make this decision three weeks before a global pandemic, but from adversity comes opportunity, and the clients we’ve been working with so far are reflecting that positive sentiment.”

Not Bad Pretty Good will offer agile, cost-effective and impactful work that looks beyond traditional media channels, the new agency said. The studio is offering its services to brands and startups seeking brand development, creative campaigns, internal workshops and consultations.

Pearson, strategy/creative partner, said he and Brooks wanted to create something that was challenging and fulfilling.

“Craig and I have always had a strong partnership, working hand in hand with each of us providing strategic and creative direction, even when the process or systems didn’t always make it easy.

“After working on and off together in numerous roles at network agencies over the past decade we decided it was time to do something a little different. We want to build something that captures the best of this industry, a studio that is challenging, fulfilling, and most importantly fun – for us, for our clients, and for the audiences that experience the work,” he said.

Pearson spent just eight months at R/GA, after joining from 72 and Sunny where he was strategy director.

Brooks was ECD at R/GA for almost two years. The pair have previously worked together at TBWA Sydney where Brooks was deputy ECD and Pearson was a planning director.


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