Nice

What Nice does

Nice and Company (branded as Nice+Co) is a private, founder-owned, full-service marketing communications agency headquartered at 303 Sacramento Street, 3rd Floor, San Francisco. Founded in 1997 by brothers Kelly Nice and Tim Nice, who continue to operate as Co-Partners, the firm is led by President Darren Fitzgerald and a small senior team (11-50 employees total). The agency operates as a traditional creative services firm rather than a software or platform business, with no disclosed technology stack, proprietary tooling, or AI capabilities.

The company delivers six integrated service lines: advertising (TV, print, digital, web, social), media planning and buying (delivered through a longstanding partnership with Initiative media, providing access to $48 billion in global buying power across 90 countries), branding (positioning, visual identity, guidelines), experiential marketing (activations, wayfinding, live events), consumer insights (qualitative and quantitative research), and social media strategy and management. Its client base spans roughly 18 visible brands across food & beverage (Jelly Belly, Blaze Pizza, Sunsweet, Crystal Geyser, HAHN Family Wines, Tres Agaves Tequila, Tomatina, BeanBoozled), technology (CrowdStrike, Exacta), gaming (Aristocrat), healthcare (The Joint Chiropractic), airlines (Allegiant Air, Sun Country Airlines), pet retail (Pet Food Express), sports (San Francisco Giants), and nonprofits (San Francisco Parks Alliance), with a mix of enterprise engagements and SMB work.

The business model is project-based, quote-driven, and undisclosed in pricing. Revenue is generated through direct B2B engagement with consumer brands, with media buying largely pass-through via the Initiative partnership. The agency has no external funding, no parent company, and no subsidiaries; all visibility is through its own website, LinkedIn presence, and direct email contact. Geographic reach is claimed globally through the Initiative partnership but operational footprint is concentrated in San Francisco, serving primarily North American clients.

Name

Nice

Legal name

Nice and Company

Website

https://niceandcompany.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Nice+Co is a San Francisco-based, founder-owned full-service marketing communications agency founded in 1997, serving ~18 consumer brands across food & beverage, tech, gaming, airlines, and sports with integrated advertising, media buying, branding, experiential, insights, and social services.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Communications Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)

SIC

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

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Product & Brand PR (Consumer & B2B) (BPAFADAH), Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)

Keywords

• Advertising agency services
• Media planning buying
• Brand strategy consulting
• Experiential marketing events
• Consumer insights research

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Distribution channels2 records

Marketing channels3 records

Core offering

Nice+Co is a full-service marketing communications agency that delivers advertising campaigns across TV, print, digital, web, and social channels; global media planning and buying (via partnership with Initiative Media); brand positioning and visual identity development; experiential marketing and live events; consumer insights research; and social media strategy and management. The agency serves consumer brand clients with end-to-end creative and strategic services from concept through execution across paid, earned, and owned media.

Product overview

Nice is a full-service Marketing Communications Agency offering a unified suite of creative and strategic services rather than a modular software product. The agency provides six integrated service offerings: Advertising (TV, Print, Digital, Web, Social), Media Planning and Buying (via Initiative partnership for global reach across 90 countries), Branding, Experiential Marketing, Consumer Insights, and Social Media Services. These services work together as a coordinated marketing communications ecosystem rather than standalone products, enabling the agency to deliver comprehensive campaigns from strategy through execution across paid, earned, and owned media channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising Services Full-service advertising capabilities spanning TV, print, digital, web, and social media channels, combining customer insights with creative opportunities to deliver brand experiences across paid, earned, and owned media.
• Media Planning and Buying
• Branding Services
• Experiential Marketing
• Consumer Insights
• Social Media Services

Named customers19 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

Partnerships

One partnership is on record.

• Initiative MediacoreChannel Partner/ Reseller/ DistributorLongstanding partnership with Initiative media providing global media planning and buying capabilities. The partnership delivers $48 Billion in global buying power across 90 countries, enabling Nice+Co to offer comprehensive media services from social media to Super Bowl campaigns.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• TBWA\Chiat\Day: Global creative agency network with significant San Francisco presence and a long heritage of enterprise brand work. Comparable as a competitor for the same enterprise brand assignments, but with vastly greater scale and resources.
• Droga5: Part of Accenture Song; a leading creative agency known for high-profile brand campaigns. Comparable on creative ambition and enterprise brand work, but operating at much greater scale and with deeper resources.
• Wieden+Kennedy: Larger independent creative network famous for brand campaigns like Nike. Comparable on creative model and brand-campaign work, but at meaningfully greater scale and global footprint.

Direct peers

• 72andSunny: Independent creative agency known for brand campaign work for major consumer brands. Comparable as a mid-sized independent competing for the same enterprise brand AOR assignments Nice+Co targets.
• Mekanism: San Francisco independent advertising agency offering integrated creative, content, and media services to enterprise brands. Directly comparable in size, location, and full-service integrated model.
• Duncan Channon: Independent, integrated creative agency based in San Francisco serving consumer and B2B brands. Comparable in scale, geography, and integrated creative + media offering.
• Heat (formerly Heat): Independent, full-service advertising agency focused on consumer brands. Comparable as a competing independent creative agency pursuing integrated communications engagements.
• Pereira O'Dell: San Francisco-based independent creative and advertising agency of similar size and structure, serving brand clients with integrated creative and media services. Directly comparable as a competing mid-sized independent in the same geographic market.
• Muh-Tay-Zik | Hof-Fer: Independent San Francisco creative agency offering integrated brand advertising. Comparable as a similarly-sized independent creative shop competing for the same Bay Area enterprise and challenger-brand clients.
• Eleven (Eleven Inc.): Independent creative agency with deep consumer brand experience and integrated campaign capabilities. Comparable as a similarly-positioned independent alternative to holding-co networks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nice&company

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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