At Leap Group, creative success is defined by a simple yet powerful ethos: making clients matter more to their audiences. As Kenny Friedman, a key figure in the agency, explains, this isn’t just about creating visually stunning work; it’s about crafting something that resonates, moves people, and compels them to take action. “We want to nail the brief and also make something beautiful in the process,” Kenny says, echoing the sentiment of advertising legend David Ogilvy: “It’s not creative unless it sells.”

Under Kenny’s leadership, Leap Group has evolved beyond merely meeting client expectations. Since joining the group in 2023, Kenny has pushed his team of artists, designers, writers, and directors to think proactively, to foresee client needs before they’re even expressed. “In the past, we solved our client’s problems, and we did that really well,” Kenny recalls. “But now, we’re pushing to think of client needs before they know they have them, ideating and delivering solutions that go beyond the ask.”

“Only in Louisville: Gilda Wabbit” by Leap Group

For Kenny, idea generation is the beating heart of the creative process, and it thrives on volume and collaboration. “It’s OK to come to the table with three ideas, because they might be gold,” he says. “But it’s infinitely better to come to the table with 100 ideas, because there will undoubtedly be gold in there.” This relentless pursuit of creativity is supported by a collaborative spirit where team members help elevate each other’s work, building off what they see and staying open to feedback.