Super Nice adds two senior hires as it bets on human creativity over automation

Atlanta indie agency Super Nice named Raqib Sheikh chief strategy officer and Tiffany Lynch Kimicata managing director as it expands after 18 months of growth. The hires signal a deliberate push to scale with senior talent, experiential work and human judgment while rivals automate more of the agency process.

Why it matters: - Super Nice is making a clear bet that agencies can grow by adding senior talent instead of leaning harder into automation. - The move comes as many agencies cut staff and shift more work to AI-driven tools. - The hires strengthen Super Nice’s strategy and operations as the Atlanta agency expands its experiential business.

What happened: - Super Nice announced two senior hires: Raqib Sheikh as chief strategy officer and Tiffany Lynch Kimicata as managing director. - The agency said both leaders built careers creating work for major brands, including Nike, Jordan Brand, The Coca-Cola Company, Walmart and OREO. - Co-founder and Chief Creative Officer Jared Kozel said Super Nice is choosing talent, creative ambition and real-world experience over trying to out-automate other agencies.

The details: - Sheikh joins after two decades in strategy roles across agencies and global brands. - At R/GA, Sheikh led global strategy for Nike and Jordan Brand, including the Cannes Silver Lion-winning Nike Footballverse and Nike’s Paris Olympics campaign. - Sheikh also led Coca-Cola’s North America strategy at VML and worked with Kozel across brands there. - His background includes strategy leadership at JWT/Wunderman Thompson Atlanta and a most recent role as chief strategy officer at Dagger. - At Super Nice, Sheikh will lead a strategy practice focused on real people and ideas people choose to experience, share and make part of their lives. - Kimicata built her career on work that broke into culture, including the OREO Doomsday Vault, Walmart’s Greenlight A Vet and Amazon’s The Climate Pledge. - Kimicata was a finalist for Account Person of the Year at the 2026 Ad Age Creativity Awards. - Her past roles include leading major client relationships at Saatchi & Saatchi and The Community, plus serving as managing director of Think Traffic and head of marketing at MOD. - As managing director, Kimicata will help Super Nice scale while keeping its close collaboration and ambition intact. - Kimicata will also help expand the agency’s experiential offering by bringing creative and production under one roof. - The agency said its mission is captured in its registered trademark, A Fun Place To Do Big Things®.

Between the lines: - Super Nice is using senior hires as a signal to clients and talent that scale does not have to mean flattening the work. - The agency is positioning experiential work as a differentiator at a time when many creative tasks are becoming easier to automate. - The hiring strategy also suggests Super Nice wants leaders who can connect strategy, production and culture without adding bureaucracy. - The agency has framed the move as a way to protect the human insight behind the work, not replace it with technology.

What’s next: - Super Nice said it has a growing slate of new projects underway. - The agency will keep building its strategy practice and experiential capabilities around the new leadership team. - More work from the agency is available at Super Nice’s website and on social channels at @SuperNiceSocial.

The bottom line: - Super Nice is scaling by hiring seasoned leaders and betting that human judgment still wins attention in an AI-heavy market.