Once the irreverent darlings of adland, Soap has now matured to the extent that they are no longer seen as the upstart challengers but as a serious and deserving contender instead. Despite this, the agency has never lost sight of its heritage in gaming and it’s still the best in the business at it.
Significantly, it now has a presence in Dallas to add to the digs in Los Angeles, which bodes well for the agency’s growth and future prospects. But it hasn’t lost sight of the Sydney scene. Numbers across the agency are pretty even now though with 55 in Australia compared to 50 in the US. In Sydney, partner and creative director Brad Eldridge got a title bump up to executive creative director and he’ll be judging on the Cyber panel at Cannes for the first time, proving that Soap is an agency people are keeping an eye on.
It’s work on breakthrough campaigns like Cornetto ‘Enigma’ and ‘World’s Biggest Pac Man’ kept Soap at the top of the game while picking up new clients including Wrigley, Frucor and Dare.
Six of the team were part of ABC2’s Do Or Die series which put the Soap-stars through a series of extreme challenges. Everyone emerged alive, if not completely unscathed. Win.
Sourced from AdNews Agency Report Card, May 31 2013 edition.
What they say:
Soap is a digital creative agency focused on bringing brands and consumers together through play.
