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New indie shop Another Thing launches
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Industry vets Nick Kaplan, Chris Pape and Mike Cassell have founded a new agency headquartered in both Boston and Richmond, VA.
Launched by a trio of experienced adland pros, new agency Another Thing is a new full-service creative agency that seeks to turn social-first insights into big brand ideas.
The agency formed earlier this year and has been busy partnering with clients including Mike’s Hot Honey, Shake Shack, Planet Fitness and Betterment.
NIck Kaplan, a seasoned creative leader, has spent his career creating breakthrough campaigns at agencies such as Wieden & Kennedy, 72&Sunny, Barton F. Graf, Arts & Letters and most recently Le Truc, where he was EVP, ECD. With two decades of experience on brands like Southern Comfort, Halo Top, Comcast and Kellanova, Kaplan has the innate ability to bring humor and thought provoking insights together to transform client business.
“Doing the same thing over and over again and expecting different results is the definition of insanity,” said Kaplan. “That’s why we have a simple, but unflinching goal of doing another thing: when it comes to what we make and how we make it. Because in our humble opinion, we’re not insane.”
Chris Pape, a creative entrepreneur, was the founder and CCO of Genuine, an award-winning digital agency built on the intersection of creativity and technology that was acquired by Jack Morton and Interpublic in 2014. He is also the co- founder of One Mighty Mill, a company on a mission to bring back the healthier, fresher food systems that are better for health and the planet by building stone mills near organic farms in communities across the US. Pape brings a strong business background coupled with a keen creative entrepreneur spirit to help bring a new type of agency to market.
Mike Cassell has built his career in strategy at agencies like Genuine, Saatchi & Saatchi, and most recently MullenLowe. He’s worked across a wide range of brands including Burger King, Tide, KFC, Scotts, Credit Karma, and more. Also an adjunct professor at Boston University, Cassell brings a passion for uncovering social-first insights that drive relatable creative—fueling participation and sparking conversation.
“We’re in a time where it’s never been easier to make stuff—but because it’s so easy, there’s so much content and everything’s starting to feel the same. People aren’t just looking for more” said Cassell. “They’re craving something different. They want new ways to engage, participate, and connect with brands. And that’s why we’re excited to lean into this evolving landscape and help brands create another thing.”
