Ex-Atomic 212°, Red Bull and Deutsch Bank trio launch indie creative agency Electric And Analog

Three partners, Peter Brennan, Ian Bell and David Penfold, 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 / executive creative director, Peter Brennan (right) is the former director of innovation at Atomic 212°, and has worked internationally in the UK and South Africa on both agency and client side. Co-founder / managing partner, Ian Bell (centre) 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 / chief financial officer, David Penfold (left) 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.

Says Brennan: “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. That’s where Electric And Analog comes in.”

Says Bell: “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.”

Says Penfold: “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.”

You can view Electric And Analog’s website here – www.weareeanda.com.