Super Nice, a new advertising agency that has sprung up in an industry dominated by complex processes and egos, is redefining the norm with its refreshingly straightforward philosophy of Nice Wins.
The new independent advertising agency, founded by Jared Kozel – a former Chief Creative Officer at VML – along with longtime collaborators Barry Sonders, MJ Speakman and others, hopes to redefine the meaning of boldness in advertising. It was launched in Atlanta and Los Angeles and is based on the belief that empathy and creativity don’t coexist, but 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.”
Being nice has a competitive edge
Super Nice’s core belief is that being nice doesn’t only make you a better person, it also gives you a competitive edge. Kozel is a firm believer that kindness fosters loyalty, fuels creativity, and success can be achieved by working together rather than being loudest.
“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.”
Kozel, a marketing expert with nearly 20 years of experience, has created innovative campaigns that have won awards for Coca-Cola and other brands, including Amazon, Starbucks Delta, Porsche Arby’s, Porsche, Delta Airlines, etc. Kozel is now channeling that experience to create a new model, where trust, creativity, and agility are at the forefront.
“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.
Three industry leaders
Barry Sonders, Kozel’s new partners, is also a seasoned professional with expertise in brand development, content creation, and strategy.
Sonders is a seasoned executive producer who has worked 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 has been shaping the brand strategy of tech giants like NerdWallet for years. He also worked on Ramp, Life360 and Scribd. He describes how the company is trying to make a difference. “a real tech startup mentality to the agency”The combination of speed, efficiency and innovation.
“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.”
The model is designed for impact and speed.
Super Nice’s model is designed to eliminate unnecessary complexity and help agencies move faster. Super Nice’s approach aims to simplify the process of obtaining approvals.
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.”
This ethos is also evident in the team’s previous work. While Kozel and Sonders worked at VML one of the most notable projects was the Gold Peak Tea Golden Hour Phone Lens, which enabled customers to take golden-hued pictures using a capsule that contained the tea. “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.”
Super Nice’s commitment to creating work that is beyond the traditional advertisement is a reflection of today’s changing landscape.
“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 shares this sentiment and points to the work they did on Life360’s ‘Parent Puberty’ campaign which had teens giving 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 actively seeks partnerships with brands who embrace creativity and use it as a tool for positive impact.
“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.”
Kozel believes that Super Nice is much more than a mere agency. Super Nice is more than just an agency. You can’t resist saying, “That is super nice” when something has been done with great skill and creativity.
“Our name is a promise to deliver work that’s not just good—but impressive, inspiring, and impossible to ignore.”
