Noble People

Your culture is what happens when the boss isn’t looking. I was out of town last week, but heard the company meeting was a smash. I think have it. Also we’re hiring PS this is Greg. I keep posting accidentally from the company account instead of my personal one. I think it’s cute. Will either fix on the next one or not.

Last Thursday, we hosted a Bar Mitzvah at the Noble People office — a celebration of coming-of-age, rebrands, and a latke bar. ✡️ Why, you ask? Because it was Thump Day. Thump is our monthly all-agency gathering, held in the heart of the NP office. Born on a Wednesday, bumped to Thursday (CEO had a thing... better for happy hour anyway), where it’s lived ever since. Thump Day. Think less "all hands," more live show. There’s always a host, a monologue, a showcase of what our people have been up to, recurring segments, some updates, and of course... real* sponsors. This month, Caleb Chapman took the mic (and the hoodie) to walk us through the teenage angst of brand rebrands: the glow-ups, the flops, and the ones that just changed fonts and called it a breakthrough. A ~Thumpmitzvah~ if you will. We checked in with our summer party winners, toasted office royalty and pantry hero Sydney Lunsford (expect Chex Mix for days), and watched our “Live Like Greg March (for a day)” crew go full CEO™ with cars, caviar, and canines. We also welcomed new faces and celebrated a round of well-earned promotions for Linda Wichtel, Stefan Toussaint, Luke Finer, and Maxwell Fitzloff. New clients. Strong work. Cold drinks. A holy NP day. A rite of passage. This is Thump. 🐂 See you next month. *not real Caviar consumers: Renata Holmann, Stefan Toussaint, Leah Rainha Gomes, Gina D'Andrea, Alex Nobles

In a world where AI is table stakes, the edge won't come from flawless execution—it'll come from bold thinking. The real advantage for agencies? A culture built to handle fear, metabolize failure, and make faster, braver bets. Execution can be automated. Conviction can’t. 👉 Why risk-taking will set agencies apart, according to Greg March in Ad Age’s Future of Advertising 2030. https://lnkd.in/epNW_KhJ

🚨 Big news from Noble People 🚨 We’re excited to welcome Ben Hurst as our new President, bringing deep experience from evoke, Madison Square Garden, Paramount, and Goldman Sachs. Ben joins at a time of major momentum for the agency: 🏅 AdAge’s 2025 Small Media Agency of the Year, Gold 🏆 Adweek Media Plan of the Year 🔥 8+ new business wins He will focus on scaling our work, deepening client partnerships, and integrating AI into how we think and operate. More on the announcement from LBBonline - Little Black Book here: https://lnkd.in/e866P2jd

Justworks gets what human-first HR really means. We partnered with PREACHER on their latest campaign: For Your People. Noble People led the media strategy and buying, across CTV, linear, digital, social, podcasts, and a national OOH push,  making sure this message met small business owners where they are. From intimate short films to bold OOH, the campaign shows what it really takes to build a team: empathy, hustle, and a sense of humor. It brings Justworks’ promise into focus: human-first in a business built on forms and functions. Big thanks to the teams at Preacher, Justworks, and ours: Melissa Lin, Tyler Booker, Caroline Jinks, Bethany Berg, Kenedi Robinson, Caroline Kline, Tyler Divine, Vi Nguyen, Ted Babcock, Lizzy Marano, Rebecca Fowler, Leah Rainha Gomes, Alex Nobles, Olivia Ortiz, Grayson Hennelly, Stefan Toussaint, Christine Krausman, Mariana Skeadas, Kristin C. and Annie Peterson Read more here: https://lnkd.in/e-Yu6Pcm

🏆 We’re proud to share that our work with Atlassian and Jira has won ADWEEK Media Plan of the Year! Alongside the team at Atlassian Creative Studio, we set out to shift the perception of Jira—from a go-to collaboration tool for developers to a creative team essential. The campaign was built on a sharp insight: only 1 in 4 projects actually get completed, and 95% of professionals are frustrated with their collaboration tools. The problem isn’t a lack of ideas, it’s how they’re managed. “It Starts With Jira” flipped the script, showing polished ideas first, then rewinding to reveal Jira’s role in bringing them to life. We used media to show up in moments of inspiration—commutes, flights, and quiet in-between times—to tell the story behind big ideas. With a category-first United Airlines partnership, Zach Woods’ comedic content series, and storytelling integrations with Spotify and TED, the campaign met creative teams in their everyday moments and rewired how they see Jira. Proud of the work. Proud of the team. Grateful for the win. 🔗 Read the story: https://lnkd.in/gmzx7Wdq Josh Higgins, Robert Lodge, Claire Cook, Winnie J., Tyara Estrada, Heather Hanrahan, Jamie Reilly, Nyakerario Ogora, Allison Arcos, Jesse Beckom III, Monique Barreto, Melinda Michaud, CSM Tracy K., Daniel Filous, Carey Head Adebayo Adeyemo, Renata Holmann, Gina D'Andrea, Caleb Chapman, Stefan Toussaint, Leah Rainha Gomes, Mariana Skeadas, Annie Peterson, Danny Weisman, Olivia Young, and Matt Borchard

We’re proud to be named Ad Age's Small Media Agency of the Year - Gold. A good idea can always be sharper. So can an agency. We treat everything - how we think, how we plan, how we operate - as something to improve. We’re always in beta. This win belongs to the people at our agency. The people who say "yes and,” care about the details, and go beyond the obvious choice, even when it’s a harder path. That’s how we help our clients meet outsized ambitions in tough markets, where both brand and performance have to deliver. Thank you to the entire team at Noble People, to our partners who push us, and to Ad Age for seeing what we see in each other every day. Read more about the win → https://lnkd.in/e_pncdPG

“You’re not stoned. It’s just that good.” Mike's Hot Honey just launched its first national campaign, and it doesn’t hold back. “Drizzle the Mike’s” is a bold, cheeky tribute to the brand’s passionate fanbase and the transformative experience of tasting Mike’s for the first time. Noble People led the media strategy, leveraging CTV, cinema, digital and social platforms, to invite more people to light up their meals with Mike’s. Big shout out to our friends at Another Thing, whose stylized, cinematic creative brought the brand’s surreal, euphoric world to life. 🍯🔥 Read more from Campaign US here: https://lnkd.in/eYCuAGHY Kate Guthrie Adams,  Matt Beaton,  Michael D. Kurtz, Nick Kaplan, Chris Pape, Mike Cassell, Matt Borchard, Olivia Young, Adebayo Adeyemo, Luke Finer, Caleb Chapman, Stefan Toussaint, Peter Hlinka, Erick Cedano, Lindsey B.., John P Gladysz, Mike M.

!!!LAUNCH DAY!!! To say this is a milestone is an understatement. We've been working hard, along with Another Thing, Noble People, and the entire Mike's Hot Honey team, on launching this campaign. The pieces are masterful and perfectly tell the story of Mike's Hot Honey in a way that is sincere, thoughtful, and filled with the personality that resonates within Michael D. Kurtz and everyone at Mike's Hot Honey. Working with this tight-knit team has been nothing short of incredible, and we're grateful for having been a part of it. Special shout-out to Kate Guthrie Adams for trusting our team, Matt Beaton for believing in storytelling, June Medrano for making the connection, Olujemibayo(JEM) Agunloye for being a constant force within the brand, and Lena Lewis for connecting the dots. On the partner side of things, Mike Cassell, Matt Borchard, Nick Kaplan, Chris Pape, Adebayo Adeyemo, Stefan Toussaint, Luke Finer, Caleb Chapman, Peter Hlinka, Erick Cedano, Karen [Davis] Brennan, Cheryl Pellegrino, Tracey Jacks, Judi Jones, Asha Cheerath. Lastly -- my team, the heartbeat of A Pretty Big Deal ™️, Wendy L., Emily Hayes, MBA, and Emily Flora. We've built an incredible thing, and having just crossed the finish line on 5 years, we've only just begun.

📈 TikTok ad spend is up 76% year-over-year Despite ban discussions, brands aren't pulling back. Spending jumped from $542M in April to $588M in May. Amazon, Disney, and Walmart all increased investment by 75%. CPMs are down, performance is holding, and agencies report continued momentum. For brands targeting Gen Z, the platform remains essential. At Noble People, we're seeing the same trend with our clients. When your audience is actively engaging daily, strategic investment makes sense—even amid uncertainty. How are you balancing platform risk with audience reach? Read the full analysis on Digiday: https://lnkd.in/eAj6ssz4