Satisfying the creative itch in the advertising landscape

In an ever-changing advertising environment, a new digital agency, itch, has been established with a pioneering vision. Founded by three industry veterans, itch is dedicated to making advertisements feel less like traditional ads, focusing instead on work that sparks curiosity and is remembered long after its debut.

With a clear mission to create meaningful, innovative campaigns that emphasise substance over noise, itch aims to address the rising demand for impactful advertising. Naman, co-founder and Creative Director, stated, “Our goal with itch is not just to do different things but to do things differently. We’re constantly asking ourselves how we can deliver a message that doesn’t feel like one. It’s about crafting stories that people want to engage with.”

The agency prides itself on its agility and a unique operational philosophy that balances structure with creative freedom. Apoorva, co-founder and head of Growth & Talent, explained, “Agility is key in today’s market, where brands seek more than just surface-level marketing. Quick adaptation becomes essential.”

On the operational side, Surbhi, co-founder and Operations Lead, highlighted the importance of efficiency in creative execution, “We wanted to bring a level of process that makes it easier for creativity to thrive, allowing our team to execute bold ideas consistently.”

By fostering an ecosystem that nurtures talent and challenges norms, itch is set to redefine connections between brands and consumers. The agency has already secured several key accounts and will announce these exciting wins in the near future. With a focus on strategic thinking, creativity, and meticulous processes, itch positions itself as a distinctive player in the advertising sector, promising work that is anything but ordinary.