67. How to evolve your offering to grow a service-based business | Gregory Nice + Jack Stanton

How do you build a creative agency that cuts through in a crowded, fast-changing media landscape?

In this episode of All About Business, James talks with Gregory Nice and Jack Stanton, co-founders of NICE Productions. Together they discuss growing a modern creative agency in the age of social-first content, multi-channel marketing, and AI disruption.

Gregory and Jack share how they built NICE Productions from weekend side projects into a London-based creative agency producing campaigns across TV, social, radio, cinema, and out-of-home. They reflect on starting young, balancing creativity with commercial reality, and how long-term client relationships helped them survive industry shocks, from COVID, to strikes, and shifting media budgets.

The conversation explores how creative agencies can stand out in a saturated market, why multi-channel campaigns now matter more than single-format ads, and how low-budget, high-impact content can outperform expensive campaigns when it connects culturally. They also discuss the real impact of AI on creative work, why human creativity still matters, and how young people can break into the industry with fewer barriers than ever.

This is a candid conversation about building a creative business, staying relevant in a disrupted industry, and creating work that cuts through in a noisy world.

Timestamps

02:42 Launching Nice Productions

08:12 Rebrand to ‘Nice’

18:44 Standing out in a crowded market

22:05 AI disruption in content

37:53 Why big ideas cost big money

46:43 Turning virality into new business

57:34 Landing big clients

01:02:38 How they generate ideas

Follow James Reed on LinkedIn

Follow Gregory Nice on LinkedIn

Follow Jack Stanton on LinkedIn

Find out more NICE Productions here

All About Business is brought to you by Reed Global. Learn more HERE

This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

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