“Lean, mean” advertising agency Capital Goods has opened in Denver to provide extra muscle to brand marketers who rely on in-house shops.
Leaner ad budgets and the need to move fast in a digital-first world have pushed many brands to invest with in-house agencies and more internal creative, strategic resources. As a result, perspective, alternative strategic thinking, “outsider” points of view and new media innovations have tended to suffer. The Capital Goods’ union has deep experience working inside brands, running multi-agency teams and successfully partnering with internal creative departments and creative directors at in-house client shops. The shop applies—and scales—what it has learned to the exact needs of every brief.
“We are a union of strategic and creative minds whose key focus is collaborating with internal teams to accelerate results,” explained Scott Sibley, founder and managing director of Capital Goods. “We recognize and truly value the expertise of internal teams because they are so close to the brand and heavily involved in the day-to-day management of the business. “Here, there are no silver bullets—just an agile group of people tirelessly striving to deliver the goods.”
The agency’s first clients, including restaurant chain Punch Bowl Social, followed Sibley from his former agency, Factory Design Labs, which closed in December after 20 years of operation.
Before joining Factory as managing director and head of brand management, Sibley was director of client services at Victors & Spoils. He also spent five and a half years at Crispin Porter + Bogusky (CP+B), where his team won the Under Armour and vitaminwater accounts and a D&AD Yellow Pencil and Silver Effie award for Coke Zero. Sibley also served in account-side roles at Publicis and DDB in Seattle, and at Hill Holliday in San Francisco.
Capital Goods’ core team comes most recently from Factory Design Labs and includes Sibley, Kris Fry (creative director), Derek Effinger (brand director)).
As Factory’s VP creative director, Fry was the driving force behind design and experience for Oakley, which he handled along with Wheel Pros, HEAD, SCOTT Sports and The North Face. In previous lives, he was owner/designer at The 400 and a graphic designer for Airwalk.
As the senior member of the Brand Management team, Effinger will manage brand strategy across all clients, oversee production operations, assist in budget management and manage new business execution. Before serving as brand director at Factory, he managed multiple accounts at LA-based Omelet including Microsoft, AT&T, Square Unix and Ubisoft. Prior to that, Effinger worked at CP+B (Boulder and LA) on the Microsoft and Under Armour accounts.
