This Shop Has a Creative Take on Media—It’s Not Just Following Trends

Noble People turns to strategy

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Who (L. to r.) CEO Greg March, COO Lindsay Lustberg and chief creative strategist Todd Alchin
What Creative media agency
Where New York and Los Angeles

Before forming Noble People in 2011, Greg March, Lindsay Lustberg, Todd Alchin and Jason Clement worked as media executives at some of the industry's most acclaimed creative agencies: Wieden + Kennedy, Crispin Porter + Bogusky and Droga5. That experience provided a different way to approach media than the usual that often focuses on financial incentives over results. "At Noble we're not innovating around monetization," said CEO March. "That means pushing harder for more impactful insights and having the courage to not chase the silly buzzword or trend of the moment." This strategy has helped them win the business of companies like PayPal, Fresh Direct and Honest Tea. Last December, for PayPal subsidiary Braintree, the agency's research suggested that the client's target audience—web developers—would respond well to a campaign that hid messages in the source codes of popular tech. When the results came in, there was a 62 percent increase in brand awareness and a 92 percent lift in Braintree sign-ups.

This story first appeared in the May 16, 2016 issue of Adweek magazine.
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@PatrickCoffee Patrick Coffee is a senior editor for Adweek.