Pete Bosilkovski, Vince Lagana, & Jeremy De Villiers Launch New Agency, It’s Friday

Pete Bosilkovski, Vince Lagana and Jeremy De Villiers have teamed up to launch new agency, It’s Friday, with founding client Domino’s already on board.

It’s Friday has been years in the making, with the trio having worked together in previous companies over 10+ years.

Bosilkovski (main photo, centre) brings years of agency leadership as CEO at Clemenger BBDO Sydney, VMLY&R and Leo Burnett Sydney.

Lagana (top left) was ECD at The Monkeys, Leo Burnett Sydney and spent two years at Goodby Silverstein & Partners San Francisco, while De Villiers (top right) has led operations at The C Suite, VMLY&R, Leo Burnett and Clemenger BBDO.

The agency, which was built on the ethos that energy beats everything, promises to power brands with energy across the customer journey.

“Just as Friday the day evokes that positive, memorable and energetic feeling, we believe brands fuelled with energy have the potential to leave behind a strong feeling or memory too. If you have the right emotional experience, you build a long-term memory bank,” said Bosilkovski.

“There are many factors as to why a brand’s energy gets depleted; legacy factors, category competition, lack of meaning and distinction. A brand that is charged with energy, will build brand value for consumers, meaning it helps build preference, advocacy and increases selection at point of purchase,”

Brand Energy is the power behind your brand – like an emotional source you store, it gets charged battery-like by emotion and distinction, every time you send the right message, deliver the right information, or reward consumers’ emotional expectation with an ideal experience.

Bosilkovski added: “Vinnie, Jez and I have worked in some of the best and most awarded creative companies in the world. After running companies for nearly a decade, it’s been a dream to build our own brand with likeminded people who deeply care about the type of product we put out to the world.

“Along the way we’ve learnt a lot about what we love and what we don’t. Although we’re launching in a pandemic, we felt the time was right. In fact, it was one of drivers behind the name and philosophy of It’s Friday.

“The name puts a smile on the face. It’s filled with energy, positivity, anticipation, fun and emotion. That’s what we want to infuse into our company from the ground up. We aim to do this for our clients’ brands, across all channels and experiences.

“We believe energy beats everything and all brands, no matter the category, have the power to leave behind a distinct feeling no matter the channel.”

Lagana said: “I’m fortunate to have worked with some of the best talent in the industry and I’m excited to now call two of the very best my business partners. This has been a long time coming for Bos, Jez and me. They are the embodiment of the energy we want to bring to everything we do and true champions of our creative offering.”

It’s Friday will offer a connected service offering across creativity, media, CX and PR.

“Too many brands get a little complacent with the channels they communicate in or the experiences they offer. Priorities get in the way and convenience sets in. The problem with that is consumers don’t guarantee you their time,” Bosilkovski added.

“Earning their time and attention is the battle, no matter if it’s a big piece of video content or a mobile billboard.

“The mission behind the business we are building is to be meaningful and memorable. As partners we bring different skills, but we are all obsessed about how brands show up in the world and culture,”

De Villiers said the agency wants to ensure their offering impacts a brand’s energy in a connected way “from day dot”.

“That’s the beauty of what we are building – we have no obstacles in our way. Our aim is to be able to shape brand experiences across owned, earned and paid with equal energy, and operate at the speed of an independent.”

Bosilkovski welcomed the opportunity to launch with iconic brand Domino’s as It’s Friday’s founding client.

Domino’s CMO, Adam Ballesty said: “I’m thrilled to be able to work with Its Friday alongside my passionate and energizer bunny team to propel Domino’s into the next stage of growth and success. Watch this space!”

Bosilkovski added: “Domino’s has continued to crush convention in the ANZ market by leading the way through innovation. Having worked in the quick service restaurant space for over 10 years, Domino’s is a brand I’ve admired, and I have been inspired by its fearless and bold impact in the category.

“The opportunity to partner with Adam, Tracy, Tenielle, Stephen, Lachlan, Michael and the team at Domino’s is a dream come true. They are an amazing bunch of passionate people with bold ambitions, who have Domino’s sauce running through their veins.

“I’m super excited by what the next chapter will bring as Domino’s and It’s Friday join forces to deliver brand energy and innovation like never before.”

It’s Friday has recently appointed a head of strategy, to be announced imminently.