What nice&frank does

nice&frank (legal entity: Frank & Partners LLC) is an independent creative advertising agency founded in 2022 and operating from New York and Los Angeles. The agency develops brand campaigns across broadcast, digital, out-of-home, and experiential channels for consumer brands, with a stated creative philosophy of "digging for truth in unexpected places, and telling the truth in unexpected ways" — typically executed via humor and absurdist creative devices. Its public portfolio includes enterprise clients Graza (olive oil and mayo/aioli launch), Nutrafol (hair wellness), Petlibro (smart pet products), ŌURA (health ring), Les Mills (fitness), Häagen-Dazs / Dreyer's (Super Bowl 2025 commercial with Vin Diesel), Ollie (pet food), Zoox (autonomous vehicles), and Sanrio/Kuromi (character licensing).

The firm is structured around a senior creative bench — including a CCO and a CSO who are co-founders, at least five credited creative directors, plus associate creative directors, an art director, a connections strategy director, and a PR lead. Revenue is generated through professional-services fees: brand platform development, national campaign creation, broadcast and digital production, OOH activations, and cultural-moment work such as Super Bowl placements; pricing is custom and not publicly disclosed. Distribution is direct-to-client via enterprise field sales to CMOs and brand marketing teams, with marketing channels limited to industry award recognition (Ad Age 2024 Newcomer of the Year), portfolio case studies, and referral-based business development. No external institutional investment, parent company, or M&A activity has been disclosed.

Operating geographies are US-based with stated contractual restrictions applying to users in the EEA, Switzerland, and the UK, which limits immediate international client expansion. Customer concentration appears spread across multiple consumer verticals with no single dominant client identified in the source material.

Name

nice&frank

Legal name

Frank & Partners LLC

Website

https://niceandfrank.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Independent creative advertising agency founded in 2022, serving consumer brands with humor-driven campaigns across broadcast, digital, and out-of-home channels. Recognized as Ad Age's 2024 Newcomer of the Year.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Creative Boutique Agencies (MPAAAAAB)

akta.pro secondary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Creative advertising services
• Brand campaign development
• Marketing agency services
• Brand strategy consulting
• Creative content production

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Agency Services: nice&frank generates revenue by providing creative advertising services to consumer brands. As an independent agency, they likely earn fees through project-based work, retainer arrangements, or production fees for campaign development across broadcast, digital, and out-of-home channels.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

nice&frank is an independent creative advertising agency that develops brand marketing campaigns for consumer brands. The agency creates work across broadcast (TV/streaming including Super Bowl), digital, and out-of-home channels, with a distinctive approach built on humor, absurdist storytelling, and cultural relevance. Clients engage the agency on a project or campaign basis to develop brand platforms, launch campaigns, and produce creative assets that break through cultural noise.

Product overview

nice&frank is a creative advertising agency (creative company) that develops marketing campaigns for consumer brands. The agency does not offer a unified software product but rather provides campaign creation services across various channels including broadcast, digital, and out-of-home advertising. Their portfolio includes campaigns for Graza (olive oil/mayo products), ŌURA (health rings), Nutrafol (hair wellness), Sanrio/Kuromi (character licensing), Ollie (dog food), Petlibro (smart pet products), Häagen-Dazs (ice cream), Zoox (autonomous vehicles), and Les Mills (fitness). The agency is noted as Ad Age's 2024 Newcomer of the Year.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising and Marketing Campaign Services

Quantifiable outcome

• Ad Age Newcomer of the Year recognition (2024)
• +1 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• 72andSunny: Independent creative agency serving consumer brands across CPG, tech, and entertainment; similar business model and client profile (large consumer brand campaigns, cultural work) as nice&frank.
• Arts&Science: Independent creative boutique with a small team serving premium consumer brands; comparable in scale (small headcount) and creative-led positioning to nice&frank.
• Wieden+Kennedy: Iconic independent creative agency best known for Nike work; comparable to nice&frank as a brand-led creative boutique that wins Super Bowl-scale campaigns and competes on distinctive creative voice rather than holding-company scale.
• Mother: Independent creative agency known for provocative, brand-led campaigns for major CPG and consumer clients; shares nice&frank's positioning as a creatively distinctive boutique competing against holding-company networks.
• GUT: Independent creative agency founded post-2018 with rapid growth, Ad Age recognition, and enterprise CPG wins; closely mirrors nice&frank's trajectory as a recognized newcomer winning major brand accounts.
• The Community: Independent creative agency serving major consumer brands with culturally provocative campaigns; comparable to nice&frank in boutique positioning and creative ambition.
• Droga5: Award-winning independent creative agency (now part of Accenture Song) known for bold Super Bowl and brand platform work; comparable to nice&frank for marquee campaign execution and creative-led new-business model.
• Anomaly: Independent creative shop working with consumer brands on campaign development and brand platform creation; structurally comparable to nice&frank in size, client base, and emphasis on distinctive creative output.
• Preacher: Austin-based independent creative boutique known for distinct creative voice and consumer brand work; similar in size, structure, and creative-led differentiation to nice&frank.

Broad incumbents

• Serviceplan Group: Larger independent agency network with global footprint and integrated capabilities; comparable to nice&frank in independent ownership but represents the broader incumbent scale that boutiques compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@niceandfrank
• LinkedInlinkedin.com/company/niceandfrank
• Instagraminstagram.com/nice.and.frank
• Xx.com/niceandfrank

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about nice&frank