Noble People isn’t your typical media agency, and that’s exactly how they like it. Founded by media pros who cut their teeth inside some of the world’s most creative agencies—Fallon, Wieden+Kennedy, Crispin Porter + Bogusky—they’ve built something that defies the usual media agency mold.
Sitting in their West Village office, Lindsay Lustberg and Barry Dan unpacked what makes their agency different: they think like creatives, not just media planners. They’re obsessed with comms strategy, crafting bold, original media ideas, and pushing for radical transparency in an industry that often thrives on hidden deals and rigid structures. Noble People moves fast, breaks convention, and truly aligns with their clients’ goals—whether that’s a disruptive startup or a legacy brand looking for fresh thinking.
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Agency Background and History
Noble People was founded by media professionals who came from creative agency backgrounds, including Fallon, Wieden+Kennedy, and Crispin Porter + Bogusky. The agency emerged from the belief that media should be guided by creativity and cultural impact rather than rigid industry structures. Early success came from working with disruptive brands like Slack, Venmo, and Bumble, who needed marketing as bold as their products.
What the Agency Is Best Known For
The agency is widely recognized for its unique approach to media, blending deep strategic thinking with creative execution. They call themselves a creative media agency and focus on high-impact media solutions that stand out. Their approach is not about traditional media buying but about making media an integral part of the creative storytelling process.
The Agency’s Main Strengths
Noble People’s top three strengths include:
- Comms Strategy – They take a holistic view of marketing challenges, going beyond media to analyze consumer behavior and cultural trends.
- Creative Media Solutions – They push for media activations that break through in unexpected ways rather than sticking to conventional placements.
- Radical Transparency – They are upfront with clients, avoiding hidden fees, vendor kickbacks, or pre-arranged deals, ensuring all decisions are made for the brand’s best interest.
Why Independence Is Important
Lustberg and Dan emphasized that being independent allows them to focus on creativity and strategy rather than being locked into deals with media vendors. Unlike traditional holding company agencies, Noble People doesn’t have to push tech products or prioritize corporate financial targets. This freedom allows them to act with speed, agility, and a deep commitment to doing what’s best for their clients.
Why Brands Should Work With the Agency
Noble People offers a level of fluidity that many agencies lack. Their ability to pivot quickly based on client needs, shifting market trends, and real-time business opportunities makes them an ideal partner for high-growth brands. They move at the pace of their clients and think dynamically, ensuring that media strategy is always aligned with business outcomes.
Why Talent Should Consider the Agency
The agency attracts professionals who feel stifled by the traditional media world. They look for people who are naturally curious, challenge the status quo, and want to create impact beyond standard media placements. If you’re someone who got into advertising to think differently but feel boxed in by bureaucracy, Noble People offers a creative-first environment where new ideas thrive.
Weirdos, Misfits, or Underdogs?
Noble People identifies most as misfits. They don’t fit neatly into the media industry because their approach is different from traditional agencies. They work more closely with creative teams and marketing executives rather than adhering to rigid media agency structures. While they don’t see themselves as underdogs, they acknowledge that their approach is unconventional in the industry.
The Marketer and/or CMO They Want to Say Hello To
Dan gave a shoutout to John Newell, SVP of Marketing at Smartsheet, calling him a great mentor and example of a creatively inspired marketing leader. Lustberg didn’t name a specific CMO but said Noble People want to work with brands and marketers who are impatient, hungry for change, and eager to disrupt their categories.
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Noble People
Noble People on LinkedIn
Lindsay Lustberg
Barry Dan
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
