New Mexico is a long way from Madison Avenue. Far enough that there’s space for alternative ways of thinking about advertising, and how it’s made, to emerge.
Bennie Reed, co-founder of This Will Be Good, is building an agency according to “a different model,” one without an office, organizational layers and only minimal overheads.
The agency, founded by Reed and partners Daniel Beaudoing and Brian Linder last year, rests on a triumvirate of creative direction, strategy and production expertise — and the “thriving community,” as Reed put it, of freelance talent in New Mexico. Clients include sports apparel brand Good Good Golf and get-out-the-vote campaign Builders Movement.
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