Technology drives the work. Humans drive the vision.

Supergood was founded by John Elder and Michael Barrett. John founded the interactive practice at Goodby Silverstein, then co-founded Heat — the eight-Cannes-Lions agency named Adweek’s Breakthrough Agency of the Year and later acquired by Deloitte Digital. Mike’s strategy career runs through Leo Burnett, Universal McCann, Publicis & Hal Riney, and Heat. Supergood is their conviction that independent agencies can outperform the holdcos — not by working harder, but by working smarter.

A creative agency — one built on the belief that AI belongs in the hands of people who actually understand the work. The team is strategists, creatives, media planners, and producers; the platform multiplies what they can do. We also build AI products, but the agency is the point.

No — it changes what people spend their time on. AI handles research throughput, audience modeling, and production volume; people own insight, judgment, and craft. That’s how a 40-person agency works at the altitude of a much larger one, and why we’re hiring, not shrinking.

No layers, no handoffs between siloed departments, and a platform underneath everything. The executive team includes roles most agencies don’t have: an AI Studio Director, a Product Director running platform development, and a Director of Media who runs a dedicated GEO practice. Data and creativity aren’t separate disciplines here — they’re two sides of the same argument.