BAFTA-winning comedy writer James Menzies and ad agency creative director Rob Bovington have officially launched their new studio, Pointy Stick, aimed at producing comedy-led entertainment. Based in the UK, the studio plans to create content for brands, broadcasters, and streaming services, tapping into the growing intersection of advertising and entertainment.
Pointy Stick opens its doors with an impressive lineup of clients, including the Royal Ballet and Beavertown Brewery. The founders express a commitment to exploring various media formats, with ambitions to work in television, radio, podcasts, social media, and out-of-home advertising.
Menzies brings notable experience to the venture, having written for acclaimed projects such as the BBC comedy Murder in Successville, which earned a BAFTA, as well as content for major networks like NBC, Channel 4, Amazon Prime, and Sky. Bovington, recognized in the advertising world, has an extensive client roster that features brands such as The AA, Budweiser, Volkswagen, SMARTY, Nespresso, and HSBC.
Bridging Two Worlds
Reflecting on their partnership, Menzies remarked, “Rob and I were basically like neighbours who would nod and wink at each other over the garden fence and admire each other’s topiary. But increasingly with the direction that the TV and advertising industries are moving, that garden fence no longer exists.” Bovington added, “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. The combination of our disciplines gives us a superpower that very few can offer.”
Joining the founding team is Rebecca Fennelly, who will take on the role of Growth Director. Fennelly has held senior leadership positions at global media agency Brainlabs, Fanbytes, and social media content group JOE Media. She will be responsible for Pointy Stick’s brand and growth strategy, collaborating closely with Menzies and Bovington to establish lasting connections within both the advertising and entertainment sectors.
“I was struck by how Rob and James are bringing two worlds together that are closely linked but rarely meet properly,” Fennelly stated. “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.”
Market Context and Future Prospects
Pointy Stick is not alone in aiming to blend entertainment and advertising. The launch comes at a time when producers are seeking new revenue streams in a challenging market environment. Two years ago, the agency House of Oddities emerged with a similar mission to align TV commissioning with branded content.
As consumer preferences shift, more brands and creators are producing content directly for audiences. Production houses are increasingly looking to bypass traditional commissioning processes to introduce innovative formats. The launch of Pointy Stick signals a growing trend in the industry that seeks to redefine how brands engage with their audiences.
In addition to launching the studio, Menzies and Bovington have co-authored a book titled One Hundred Things Nobody Has Ever Said, set to be published later this year. This project further exemplifies their commitment to creativity and innovation in both comedy and advertising.
As Pointy Stick begins its journey, the collaboration between Menzies, Bovington, and Fennelly opens new possibilities for entertainment that resonates with audiences while delivering impactful brand messaging.
