Starting Your Own Agency with Justin Bajan
Background on Justin
Last month, we had the fantastic opportunity to hear from Justin Bajan, co-founder of Familiar Creatures, about his journey in starting an agency. Justin began his career at the University of South Carolina, where he earned a degree in Advertising. He then refined his skills at the Creative Circus, focusing on copywriting in Atlanta, Georgia. Justin started his professional path as a copywriter at D&G before moving to The Martin Agency in Richmond as a senior copywriter. He later joined Arnold Worldwide as an ACD/Copywriter. After gaining valuable experience across various agencies, Justin partnered with Dustin Artz to co-found Familiar Creatures here in Richmond, Virginia.
What Inspired the Creation of Familiar Creatures?
The ‘Ustins’ (Justin and Dustin) observed that while working at larger agencies, they often felt overlooked. Drawing from their diverse experiences, they decided to create their own agency. Their goal was to tackle creative projects in an unconventional manner, aiming to leave a lasting impression on brands. They envisioned an agency that truly understands how major players (brand behemoths) operate and can maneuver around them like a clever band of creatures. To effectively compete with market leaders, challenger brands must stand out and avoid maintaining the status quo—otherwise, the behemoths will overshadow them.
Familiar Creatures As A Whole
Familiar Creatures is guided by three core values:
1. Love: For the team at Familiar Creatures, love means valuing co-creators, clients, and neighbors. Love is at the core of everything they do!
2. Nerdery: The team is passionate about delving deep into their work. They enjoy exploring the details of their business, from supply chains and emerging trends to charts, KPIs, and HBR insights. They’re all about geeking out over gear and even diving into topics like “dwarf planets.”
3. Shenanigans: Acknowledging that advertising can be stressful, Familiar Creatures places a strong emphasis on fun and shenanigans within their work culture. They believe that enjoying the process is essential for creativity!
Familiar Creatures Creative Process
Familiar Creatures has collaborated with exciting brands like Duke’s Mayo, Crunch Fitness, Kernel Seasons, Devil’s Backbone, Hampden Sydney, and Chesapeake Bay, etc. Through these campaigns, they have developed a successful creative approach. Justin outlined their process for us:
1. Discovery & Strategy
2. Creative Platforms
3. Comms Strategy & Planning
4. Final Advertising & Production
5. Results & Optimization
With this framework, Familiar Creatures continues to make an impact in the industry, blending creativity with strategy to achieve meaningful results.
Advice from Justin
Justin shared some valuable advice with the students, encouraging them to outsmart the brand "behemoths" by thinking creatively and strategically. He emphasized the importance of innovation and finding unique angles to differentiate their work. Additionally, he reminded everyone to have fun throughout the process, as passion and enjoyment can lead to greater creativity and success in the industry.
