Loyalkaspar Calls Itself the Character Actor of Agencies

'It’s on purpose that we’ve never developed a house style'

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Agency creatives Beat Baudenbacher and David Herbruck loved working on screenplays on the side—so they decided to combine their understanding of story and experience with branding as a way for other media companies to tell theirs. After first meeting in 1998 at design shop Attik, they stayed in contact to write movie scripts, eventually co-founding Loyalkaspar. The goal: Take the elements of film and apply them to branding and content. Since then, the team has grown from two aspiring screenwriters/creatives to a team of 50 with offices in New York and Los Angeles.

“I really think of ourselves as more of a character actor,” Baudenbacher said.



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This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.