What you need to know:

• Former Clemenger BBDO Sydney CEO Pete Bosilkovski has launched a new agency, It’s Friday, with Vince Lagana and Jeremy De Villiers.
• The agency, which will offer creative, media, CX and PR, starts with Domino’s as its founding creative client.

Former Clemenger BBDO Sydney CEO Pete Bosilkovski, The Monkeys ECD Vince Lagana and The C Suite COO Jeremy De Villiers have created a new creative, media, CX and PR agency called It’s Friday, with Domino’s signing up as founding client.

The trio have worked together at times over the past decade, and wanted to build an agency with the ethos that “energy beats everything”.

“There are many factors as to why a brand’s energy gets depleted; legacy factors, category competition, lack of meaning and distinction,” Bosilkovski said in a statement.

“A brand that is charged with energy, will build brand value for consumers, meaning it helps build preference, advocacy and increases selection at point of purchase.”

Lagana said: "This has been a long time coming for Bos, Jez and me. They are the embodiment of the energy we want to bring to everything we do and true champions of our creative offering.”

Adam Ballesty, the Chief Marketing Officer at Domino’s who was appointed in July last year, said the team behind It’s Friday was a key reason for his signing with them.

“Their creative horsepower talent with Vinnie and Jez is simply the best all-rounder and ops person I have ever come across and the industry all knows I have had a big crush on what Pete brings to the table for a long time. I still haven’t met a person that fights for an epic idea more than Pete. This team is part of our team like I have never seen,” he said.

A Head of Strategy for the new agency has been appointed and will be named soon.