James Menzies, a BAFTA-winning comedy writer, and Rob Bovington, a creative director at a prominent advertising agency, have launched a new studio named Pointy Stick aimed at delivering comedy-led entertainment. Based in the UK, Pointy Stick plans to create unique content for brands, broadcasters, and streaming platforms, positioning itself at the intersection of advertising and entertainment.
The studio opens its doors with notable clients, including the Royal Ballet and Beavertown Brewery. Menzies and Bovington envision a workspace where traditional advertising meets innovative entertainment, tapping into the changing landscape of media consumption. They aim to produce content across various formats, including television, radio, podcasts, social media, and out-of-home advertising.
Menzies has an impressive background, having written for acclaimed shows such as Murder in Successville, which earned a BAFTA, in addition to producing content for major networks like NBC, Channel 4, Amazon Prime, and Sky. Bovington brings his extensive experience as an executive creative director, having worked with high-profile clients such as The AA, Budweiser, Volkswagen, Nespresso, and HSBC.
Reimagining Advertising Through Comedy
The inspiration for Pointy Stick emerged from the professional camaraderie between Menzies and Bovington. Menzies described their relationship as akin to “neighbours who would nod and wink at each other over the garden fence,” noting that the evolving dynamics of the television and advertising industries made that metaphorical fence obsolete. He emphasized the exciting potential of combining their unique skill sets.
Bovington echoed this sentiment, stating, “I’ve always believed advertising is best served funny, and when it comes to great comedy writing, James is easily one of the best in the business.” He expressed confidence that their partnership would yield a distinctive approach that few others can match.
Joining the founding team is Rebecca Fennelly, who will serve as Growth Director. Fennelly has previously held senior roles at global media agency Brainlabs, Fanbytes, and JOE Media. In her new role, she will guide Pointy Stick’s brand and growth strategies, working closely with Menzies and Bovington to foster enduring partnerships in both advertising and entertainment sectors.
Fennelly remarked on the potential synergy between comedy and brand strategy, stating, “When rigorous brand thinking meets real comedy craft, the work stops feeling like advertising and starts behaving like entertainment. That’s incredibly powerful for brands trying to show up meaningfully in culture.”
Trends in the Industry
Pointy Stick is among a growing number of British production companies aiming to bridge the gap between entertainment and advertising. As producers explore new revenue streams in a challenging market, innovative agencies like Pointy Stick and others, such as House of Oddities, are emerging with similar missions. House of Oddities debuted two years ago with a focus on integrating TV commissioning and branded content.
Additionally, there is a noticeable trend of brands and creators launching direct-to-consumer content. Production houses are increasingly seeking to bypass traditional commissioning processes to introduce new formats that resonate with audiences.
Menzies and Bovington are also set to release a co-authored book titled One Hundred Things Nobody Has Ever Said, scheduled for publication later this year. This venture reflects their commitment to blending creative expression with commercial viability in a rapidly evolving entertainment landscape.
With Pointy Stick, the founders are poised to redefine the relationship between advertising and entertainment, promising a fresh approach that leverages their extensive backgrounds and creative insights.
