Founded by Kirsten Ludwig and Chris Danton, In Good Co operates between Los Angeles and Milan, with a history of scaling and selling a prior agency to WPP. The duo met years ago at an experiential shop in New York and built a strong partnership rooted in trust, speed, and creative clarity. Today, In Good Co focuses on repositioning legacy brands through culture-first strategy and real partnership. “It’s not about just reacting,” said Danton. “It’s about finding a bigger picture strategy that helps brands respond meaningfully.” They also write a popular Substack that draws in CMOs, VCs, and marketers looking for sharp, insightful thinking.
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What the Agency is Best Known For and Strengths
Ludwig and Danton met at an experiential agency and scaled it from 30 to 230 people before selling it to WPP. Afterward, they formed In Good Co. “We spoke each other’s shorthand immediately,” Ludwig said. “We’ve been doing big, meaningful work together ever since.”
Danton said they’re best known for helping legacy brands “re-enter culture” and reposition themselves for relevance. She noted their “action-oriented” approach: “We don’t silo for two years and come back with a tagline—we move fast and get stuff done.”
They specialize in repositioning, creating cultural playbooks, and crafting enduring relationships. Danton also highlighted their newsletter as a growing touchpoint, with over 14,000 subscribers: “That’s how a lot of people know us now.”
Why Independence is Important
Ludwig said being indie allows them to “speak the truth” and not be constrained by holding company politics. “We can create the rules,” she said. “We do what we believe is the right thing.” Independence gives them the freedom to be selective and intentional.
Why Brands Should Work with the Agency
Danton said they’re ideal for brands that feel lost or stuck in reactive mode. “If you need a bigger picture strategy to keep pace, we help you figure out what to say yes to—and more importantly, what to say no to,” she said.
Why Talent Should Consider the Agency
Ludwig emphasized that they created the agency to be “the best space for talent.” They work remotely and intentionally build teams based on fit, chemistry, and shared purpose. “People want to do meaningful work with people they like. We make that happen,” she said.
Weirdos, Misfits, or Underdogs?
“Definitely misfits,” Danton said. “We refuse to do things the way they’ve always been done.” They bring fresh eyes to every category, question norms, and challenge traditional thinking—especially in categories like automotive and beauty.
The Marketer and/or CMO They Want to Say Hello To
Ludwig wants to talk to the CMO of Walmart: “There’s so much opportunity to do something new there.” Danton called out brands like NASDAQ and Xero as “hidden heroes” with untapped storytelling potential. “There’s gold in places people overlook,” she said.
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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.
