67. How to evolve your offering to grow a service-based business | Gregory Nice + Jack Stanton
About this episode
James Reed talks with Gregory Nice and Jack Stanton about building a creative agency in a fast-changing media landscape.
How do you build a creative agency that cuts through in a crowded, fast-changing media landscape? In this episode of All About Business, James talks with Gregory Nice and Jack Stanton, co-founders of NICE Productions. Together they discuss growing a modern creative agency in the age of social-first content, multi-channel marketing, and AI disruption. Gregory and Jack share how they built NICE Productions from weekend side projects into a London-based creative agency producing campaigns across TV, social, radio, cinema, and out-of-home. They reflect on starting young, balancing creativity with commercial reality, and how long-term client relationships helped them survive industry shocks, from COVID, to strikes, and shifting media budgets. The conversation explores how creative agencies can stand out in a saturated market, why multi-channel campaigns now matter more than single-format ads, and how low-budget, high-impact content can outperform expensive campaigns when it connects culturally. They also discuss the real impact of AI on creative work, why human creativity still matters, and how young people can break into the industry with fewer barriers than ever. This is a candid…
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