S.F. Gets a Nice Agency

Brothers Promise Clients: ‘No False Starts’
SAN FRANCISCO–A pair of advertising veterans in town want to prove that blood is thicker than water.
Nice Advertising, a full-service agency, is opening under the leadership of brothers Tim and Kelly Nice. It begins with a staff of 12, a handful of clients and $15 million in billings.
Tim Nice, 38, was previously with JWT West, San Francisco, where he was an account director on the shop’s Hotwired and Sunsweet Prunes businesses. Most recently, he served as co-director of JWT’s digital division, and also worked with former clients such as E*Trade and Sprint.
Kelly Nice, 40, has worked as an account director at Bay Area agencies such as Citron Haligman Bedecarrƒ/Euro RSCG and the former Hal Riney & Partners.
“I’ve worked for every great creative agency in town, so it was time to start one of my own,” said Kelly.
The partners said they are offering a “heavyweights only” approach to their clients, which include DSL Internet service provider NorthPoint Communications, La Victoria Salsa, the UC Berkeley Center for Executive Development and Internet startup Narus.
“There are no juniors at any level in our agency,” said Tim Nice. “This means there is no learning curve and no false starts.”
The brothers added that Nice Advertising is currently involved in four new-business pitches that could bring in another $18 million in billings.