This new independent agency is rewriting the rules of advertising, showing that being bold and being nice aren’t mutually exclusive but a winning combination.
In an industry often dominated by ego and overcomplicated processes, new agency Super Nice has come on the scene to break the mould with a refreshingly simple philosophy: Nice Wins.
Founded by Jared Kozel, a former chief creative officer at VML, alongside longtime collaborators Barry Sonders and MJ Speakman, the new independent agency is hoping to redefine what it means to be bold in advertising. Launched in Atlanta and Los Angeles, it is built on the idea that creativity and empathy don’t just coexist—they fuel each other.
“Starting Super Nice is my chance to break free, have fun, and show what’s possible when creativity and empathy collide,” says Kozel. “In an industry where overthinking often overshadows action, Super Nice’s approach is radically simple: Be nice. Be bold. Be better.”
The competitive advantage of being nice
At the core of Super Nice is the belief that being nice isn’t just a virtue—it’s a competitive advantage. Kozel believes that being nice fosters loyalty and fuels creativity and that success comes from being collaborative, not being the loudest in the room.
He says: “By leading with empathy and respect, we don’t just make great work; we build lasting partnerships with clients and meaningful relationships with audiences.”
For nearly two decades, Kozel has been crafting innovative, award-winning campaigns for brands like Coca-Cola, Amazon, Starbucks, Delta, Porsche, and Arby’s. Now, he’s channelling that experience into a model where agility, trust, and creativity take centre stage.
“There’s a perception in advertising that to be disruptive, you need to be difficult—that bold ideas only happen when you fight for them. That has always felt wrong to us,” he explains.
A trio of industry leaders
Kozel’s partners in this new venture, Barry Sonders and MJ Speakman, are also seasoned professionals who bring expertise in content production, strategy, and brand innovation.
Sonders, who is assuming the role of co-founder and chief content officer, is an experienced executive producer with a track record of working with W+K, 72andSunny, Crispin Porter + Bogusky, and Anomaly. “Super Nice is more than an agency just built for bold ideas,” he says.
“We’re about enabling new ways for brands to stand out and drive culture with next-level content and creations.”
Speakman, partner and head of strategy, has spent years shaping brand strategy for tech giants such as NerdWallet, Ramp, Kickstarter, Life360, Scribd, Yahoo, and Dropbox. He explains how they’re trying to bring “a real tech startup mentality to the agency”, combining speed, efficiency, innovation and insights.
“We’re out to prove that the best work centres the audience, not the advertisers,” he adds. “Super Nice is about daring to have a distinctive point of view, connecting meaningfully with people, and having fun in the process.”
A model built for speed, impact, and simplicity
One of the driving forces behind Super Nice is the ambition to move fast, go big, and make things happen. Where traditional agencies might get stuck in endless approval loops, suffering from complex processes and overthinking, Super Nice’s model aims to eliminate unnecessary complexities.
Kozel explains: “Senior leadership keeps a direct line with clients to cut miscommunication, creative and production work side by side to avoid handoffs, and our culture of trust empowers teams to go beyond the expected.”
The team’s past work also reflects this ethos. One standout project, while Kozel and Sonders were at VML, was the Gold Peak Tea Golden Hour phone lens, which allowed customers to create golden-hued photos using a lens capsule filled with the tea itself. “We didn’t just create an ad; we created a product,” says Kozel. “Turning a brand message into something people love and share isn’t just a cheat code—it’s how audiences invite a brand into their lives.”
In today’s landscape, entertainment and cultural relevance matter more than ever, which is why Super Nice is committed to crafting work that goes beyond traditional advertising.
“Everything we do is audience-first,” says Kozel. “That means understanding not just who they are but what moves them. Culture moves fast, and brands that want to stay relevant have to move just as quickly.”
Speakman echoes this sentiment, pointing to their work on Life360’s ‘Parent Puberty’ campaign, which flipped the script by having teens give their parents’ the talk’.
He says: “We started conversations all over social media that really hit home. We’ve all collaborated on so many projects together, and we know that if an idea makes us all laugh, we’re onto something—and building that same trust with clients is when magic happens.”
Super Nice is actively seeking partnerships with brands that embrace creativity as a force for impact, whether they’re challengers looking to disrupt, legacy brands seeking reinvention, or cultural voices looking for deeper audience connections.
“The work itself is bold, unexpected, even game-changing,” says Kozel. “But what sets us apart is how we get there—with trust, empathy, and a commitment to collaboration.”
According to Kozel, Super Nice is more than just an agency. It is a mindset. When something is done with incredible skill and creativity, you can’t help but say, ‘That’s super nice.’
“Our name is a promise to deliver work that’s not just good—but impressive, inspiring, and impossible to ignore.”