Former Atomic 212 and Red Bull execs launch creative agency

Lindsay Bennett
By Lindsay Bennett | 7 November 2017
David Penfold, Ian Bell and Peter Brennan

Former Atomic 212, Red Bull and Deutsche Bank execs, Peter Brennan, Ian Bell and David Penfold have launched their own creative agency, Electric and Analog.

Working across creative agencies, marketing and finance, the trio are confident their varied experience across the disciplines will be appealing to brands.

The agency has already worked on projects for Gloria Jean’s Coffees, NRL, global childrens’ food brand Kiddylicious and biometric technology startup, BioConnected, among others.

Brennan was previously the director of innovation at Atomic 212 for nearly two years before quietly starting Electric and Analog seven months ago. He worked internationally in the UK and South Africa on both agency and client side.

Bell was most recently head of brand at Red Bull and has held senior marketing positions at Samsung, Unilever and Nestlé.

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

Brennan tells AdNews the agency wants to work with "brave" clients ranging from startups to global innovators.

"I've seen brands do the same thing year-on-year with marketing budgets and then wonder why nothing is changing," he says.

"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."

The creative agency was started with the belief that companies need to put innovation and design at the centre of their business in order to future-proof themselves.

“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," Bell says.

"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 adds that the agency is here to "make a difference" and is building a culture that is entirely open, honest and transparent.

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