LOS ANGELES Egg, an agency that aims to work exclusively with socially responsible businesses, has opened in Seattle.
Led by principals Marty McDonald and Mindee Nodvin, the six-person shop is focusing on five categories: natural and organic consumer goods, alternative transportation, socially responsible investment, alternative energy and eco-tourism. It currently has one retainer client, organic food company Delicious Planet, and is also doing projects for Seattle Mental Health, Mister Q's Mystic Brew and the Seattle Monorail Project.
McDonald, 40, is also the creative director at egg. He was previously creative director and partner at the former Holland Mark in Boston, where he worked with clients including Polaroid, Dreyfus, Coke, The Boston Globe and Earth Shoes. Since the shop shuttered operations in October 2001, McDonald has been freelancing.
Nodvin, 36, is also egg's strategic director. She was most recently a new business and strategy consultant working with Seattle agencies such as WongDoody, Copacino and Foote, Cone & Belding, for clients including Adidas, REI and Nordstrom.
McDonald and Nodvin first met at DDB in Seattle, as Nodvin was leaving for WongDoody and McDonald was joining. "I started working with cool clients at DDB, through the issues and advocacy practice," said McDonald, citing clients like Naral Pro-Choice America, RU 486, the Environmental Protection Agency's Energy Star program and organic food company New Organics. "It was eye opening to realize how much more satisfaction I was getting from working with those clients.
In addition, McDonald said he noticed an increase in the number of companies that are socially or environmentally driven. "It didn't feel like there was a vendor in the ad arena that was aligned with them," he said.
McDonald said he and Nodvin chose to start the shop in Seattle because of its cultural and political climate. The name of the agency, egg, is representative of the life cycle, McDonald said. "It's the foundation of life, the beginning of everything, a metaphor that represents spring, renewal, regeneration, sustainability."
Egg will offer services such as creative, account planning, production and design, and will outsource public relations and media buying, said McDonald.
"Our goal is to take market share away from businesses that aren't doing business as responsibly and give it to our clients," McDonald said.