Ex-Atomic 212°, Red Bull & Deutsche Bank Trio Open Creative Agency Electric And Analog

Ex-Atomic 212°, Red Bull & Deutsche Bank Trio Open Creative Agency Electric And Analog

What do you get when a creative, a marketer and a CFO walk into a bar? You get a fresh perspective on how a good idea, strong design and innovative technology can increase a company’s bottom line.

Three partners, Peter Brennan (middle of photo), Ian Bell (right ) and David Penfold (left), have joined forces to launch independent creative agency, Electric And Analog. Each co-founder comes from a different industry and brings something unique to the newly minted agency:

Co-founder and executive creative director, Peter Brennan is the former director of innovation at one of Australia’s most awarded agencies, Atomic 212°, and has worked internationally in the UK and South Africa on both agency and client side. Co-founder and managing partner, Ian Bell has a formidable pedigree on client side – he was head of brand at Red Bull, and has held senior marketing positions at Samsung, Unilever and Nestlé.

Co-Founder and chief financial officer, David Penfold is the ex-CFO of Deutsche Bank ANZ, bringing a strong focus on business strategy, performance analysis and financial acumen to the agency.

Electric And Analog has launched in a bid to deliver world-class design and game-changing ideas that fuel growth for brave businesses.The creative agency was started with a simple belief, that companies need to put innovation and design at the centre of their business in order to future-proof themselves, stay relevant and thrive.

Electric And Analog works with companies ranging from disruptive, agile startups to global innovators.The agency has already worked on projects for Gloria Jean’s Coffees, the NRL, global childrens’ food brand, Kiddylicious, and biometric technology startup, BioConnected, among others.

“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. If you execute a big idea with the right creative, tech and innovation, you’ll cut through the clutter,” said Brennan. “That’s where Electric And Analog comes in.”

Ian Bell added, “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 said, “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. Innovative thinking and not being afraid to put forward our most challenging perspectives are part of the DNA of this agency. We’re here to make a difference.”

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