Twenty-one of the UK’s most respected independent institutions, the recipe enters a bold new chapter with the launch of Not Normer Group (NNG), an independent integrated group of specialized institutions linked by one shared belief: Good People. Great job.
Founded in 2004 by three friends who have no background in advertising, the recipe always does something different.
Over the course of 20 years, it has gained the trust of some of the world’s most iconic brands, including Audible, BetMgm, Coca-Cola, New York Bakery, Old Spice, and Zurich, building a reputation for strategic insights, creative excellence and people-first culture.
The average group is not led by CEOs Ed Glover, COO Matt Loudon and Cgo Oya Mustafa.
With the launch of NNG, the business evolves into a new structure built to amplify professional strength, while maintaining a consistently distinctive integrated model, staying true to its joint DNA.
“We’re looking forward to seeing you in the future,” said Ed Glover, Group CEO of NNG.
He added: “The way we work has always been as important as the work itself. The usual groups are not natural evolution, not departures. It gives our professional team a glow without losing anything strong.
NNG was launched under four different agency brands.
RCP (Relentless Creative People) – A strategic and creative agency that provides outstanding thinking and brave work. Clients include Audible, BetMgm, Chang Beer, Interactive Investor, Money Plus, New York Bakery, P&G, and Zurich Insurance. The RCP will be led by Chief Creative Officer Dan Jacobs, Chief Strategy Officer Domlow and Managing Partner Alimorgan. Everything – a production-driven creative studio built for fast, high quality, project-based delivery. Everything is led by Executive Creative Director Beck Montgomery and Lisa Dawson’s production director and business director Matt Wright. Unfinished – A never-ending media agency. – Launched in August 2025. Clients include Deli Kitchen, Wasabi, White & Mackay and Audible. The unfinished one is led by CEOs Chris Bunyan and Oli Cooper. Commit – PR agency specializing in sports, health, wellbeing and FMCG – Released in the third quarter of 2025.
Each institution has its own identity and focus, but the integrated model remains. NNG’s structures offer deep expertise and seamless collaboration, all under one roof.
It’s business as usual, but it’s better and built for future growth.
NNG has also won the location of the campaign’s best workplace list, confirming the growth that drives people at IPAs first to commit to accreditation and driving people who drive their commitment to culture and outcomes.
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