Why we built Supergood
The premises that make marketing work are well understood. The problem is execution.
Most agencies know what good marketing looks like — the knowledge lives in books, decks, and senior people’s heads, while the work happens somewhere else, always under a tight deadline. We founded Supergood to close that gap: a system that encodes the knowledge and accelerates the execution.
Supergood people
Every part of the system has a human behind it. Here’s who powers what.
John Elder
Co-founder, CEO
→ sets the bet
John has a pattern: spot what the industry is about to need, build it before anyone else does, and make it look obvious in hindsight. At Goodby Silverstein he founded the agency’s interactive practice; then co-founded Heat, which won eight Cannes Lions and sold to Deloitte Digital to create the industry’s first creative digital consultancy. Now he’s doing it again with Supergood - on the conviction that independent agencies can outperform the holdcos by working smarter, with Al in the hands of people who understand the work.
Mike Barrett
Co-founder, CSO
→ fuses data + creative
Most strategists pick a lane - creative or media - and stay in it. Mike took a different path, from Leo Burnett to Universal McCann to Publicis & Hal Riney to Heat. He co-founded Supergood to build the practice he’s always believed in: one where data and creativity aren’t separate disciplines but two sides of the same argument. He’s the reason the agency's strategic work tends to be both unusually rigorous and usually early.
Elana King
Chief Client Officer
→ owns client trust
Elana’s theory of client work is simple: show up, tell the truth, and get it done. She’s built her career on partnerships where the client calls you when things get complicated - not just when things are going well. As CCO she oversees Supergood’s full client portfolio. She is, by unanimous internal agreement, a most amazing woman.
Bob Winter
Chief Creative Officer
→ guards the creative bar
Bob finds it a little odd that people write these in the third person, but he's not going to pass up a chance to sound important. The creator of Budweiser “Real Men of Genius” - one of the most awarded campaigns in history, and a recent Gold Lions winner in TV and radio. Bob has spent his career at Goodby Silverstein, Leo Burnett, and DDB Chicago making work that gets remembered. He lives in Chicago with his wife and daughters, who worship him appropriately.
Ben Wilhelm
Chief Technology Officer
→ builds the platform
Ben studied theatrical lighting design at Northwestern, which is either irrelevant to building Al platforms or explains everything about how he thinks about them. He taught himself to code, spent a decade running a software consultancy, and taught bootcamp grads the fundamentals their programs skipped. At Supergood he’s responsible for the platform that lets a lean creative agency move with horsepower that’s supposed to require a much bigger org chart.
Mike Kunz
Performance Media Director
→ runs performance + GEO
Mike spent years at Deloitte Digital and Remitly doing media work most agencies outsource and hope for the best - overseeing nine-figure budgets and building performance teams from scratch. At Supergood he runs performance media, comms planning, and the GEO practice: making sure clients show up where Al-driven search is sending people. He’s the person who makes sure the work that gets made actually gets found.
Andrew Robertson
Al Studio Director
→ runs the AI Studio
Andrew spent years directing and editing award-winning work for Nike, ESPN, GE, and Ford - high-craft filmmaking that looks effortless and isn’t. Then he founded Passerby Films and made an indie thriller on Kickstarter. At Supergood he’s building the Al Studio from scratch: the workflows, tools, and production capabilities that let creative teams do things that weren't on the menu before. Part lab, part production house, part ongoing experiment.
John Little
Group Account Director
→ leads U.S. Bank
John has spent nearly two decades in agencies that take creative seriously and expect the account team to keep up - Deep Focus, Fig, Mythology, ATTN. He led the Amazon account at ATTN and has worked across Amazon, Google, TikTok, State Farm, MLB, and Zillow.
At Supergood he leads the U.S. Bank account, which rewards exactly the combination he’s built: strategic instincts, genuine client trust, and a champion’s eye for great work.
Bianca Chaer
Product Director
→ orchestrates the AI-native model
Bianca grew up in São Paulo with a deep appreciation for gambiarra - the Brazilian art of finding a way when there isn’t one. She studied journalism, came up through brand strategy and PR, and has spent recent years at the intersection of advertising and Al. At Supergood she leads platform development, orchestrating the internal systems that make up the agency's Al-native model.
Recognition
Work that gets noticed — by the people who judge it.
A selection of awards and honors the work has earned.
FAQ
Questions people ask about us
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.
The Platform
Where the work actually happens.
Every one of those people works inside one proprietary, patent-pending system — market data, marketing knowledge, and machine reasoning under one roof. It's how a lean team delivers consultant-level thinking and agency-level craft at growth-company speed.
