If you’re familiar with the famously talked-about and award-winning activations at SXSW for HBO’s Game of Thrones and Westworld shows, GE’s cover takeover of the New York Times, and the brilliant multi-city activation that made season 4 of Netflix’s Stranger Things one of the most-watched series on the streamer – you’ve definitely heard of Giant Spoon.
The indie agency, which celebrated a decade in business in 2023, is behind some of the most memorable and envy-inducing experiential activations in the industry. Less commonly known is its other capabilities, which keep clients like GE and HP coming back for more.
IAN spoke with Giant Spoon co-founder Jonathan Haber about how the agency has bucked tradition from inception (bringing along with it great success and occasional challenges), how curiosity drives everything from its work to its talent and business, and how serendipitous timing and a thought experiment led to one of its longest client relationships.
Watch the interview
Agency stats
- Founded: 2013
- Location: New York, NY and Los Angeles, CA (Opened simultaneously in both cities.)
Best-known for
Although they’d ideally like to be known as being the agency version of a Swiss Army Knife for brands, Giant Spoon proudly touts the notoriety they’ve garnered for their experiential chops – having created viral, award-winning activations for Netflix, GE and many more.
What are the agency’s key strengths
Eclipsed by their experiential prowess in terms of awareness but equally as strong and crucial to their clients is Giant Spoon’s media buying and planning capabilities, which include TV, above-the-line, big brand media and performance media strategy and execution. In fact, the agency’s well-known and regarded creative capabilities are integrated into its media strategy, something it considers a superpower and a huge differentiator from other agencies.
Why the agency loves being indie
The agency attributes its unconventional path to success to its independent status. It has opened bi-coastal locations and built many of its departments simultaneously—something it admits is not for the faint of heart. The ability to do what it wants and “use naivete as a superpower” has served it well for ten years and counting.
Why brands should work with this agency
To put it simply, brands should hire GIant Spoon when they want to “stir shit up,” and believe in doing things differently without templates or checking off boxes.
Why talent should put this agency on their list
Because of its “diversity of outputs,” creative talent that work on campaigns can also touch experiential, strategists are welcome to contribute creative ideas and there’s an open opportunity to expand one’s skills beyond their roles. The agency does not believe in silos and proudly admits that talent who leave do so to become top executives, C-suite marketers and business leaders in entertainment and other respective businesses.
Marketer shout out
- Linda Boff, Global Chief Marketing and Communications Officer, GE
- Vikrant Batra, Senior Advisor to the CEO, HP
“Linda Boff has been an inspiration and a mentor to our agency…she’s just been a HUGE ally and advocate for us, and that changed the trajectory of the agency.”
Learn more
- Find Giant Spoon Here
- Find Careers at Giant Spoon Here
- Giant Spoon on Instagram
- Giant Spoon on LinkedIn
- Jonathan Haber on LinkedIn
Contact
- General Inquiry Email: HELLO@GIANTSPOON.COM
- Career Inquiry Email: CAREERS@GIANTSPOON.COM
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