Frank Neary has launched a new creative agency called Bad Goose, which aims to provide an environment “where challenger brands can spread their wings”.

Neary said that the new agency has an experienced in-house or virtual out house production team. 

Creative director Pat Swan explained: “This gives Bad Goose clients an edge when it comes to fast turnaround times and higher production values for your budget.

“Our in-house team can create 3D animation, video, and web-based content across all platforms in addition to TV, OOH and Radio, and can be extended into our client’s offices virtually through screen share.”

Neary (pictured above) said that Bad Goose will aim to be a disruptive creative agency using technology and entertaining creative to drive attention for the next generation of challenger brands.

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“Every element of every campaign we create is based on strategic insights that delivers cut-through,” he said.

“You always have to see yourself as the consumer to understand what’s really important. Some brands fall into the trap of telling the consumer what they feel is important, creating communication that is guided by the brand owner not the consumer.

“Creating brand value is always a key element of success, as is a great working relationship, with agency and client working together to overcome and outperform.”

Neary’s Mindmap has been trading since 2004, and clients over the years have included Boyle Sports and Apache Pizza.

“With determination and vision, Apache quickly became the fastest growing pizza chain in Ireland, earning the founder a well-deserved buyout from Telepizza,” Neary commented.

Bad Goose will support the consumer brands of Mindmap, which has a focus on pharma and medical marketing.

Neary said the venture will also consider other agencies who share a passion for growing consumer brands to come together either by acquisition, merger, or recruitment of key management with an equity share.  

The Bad Goose general manager is Aisling Barry, who has extensive experience working in the pharmaceutical industry.