A Little Extra History

Extra Credit Projects was introduced to the world on April Fools’ Day 2006, but it was immediately clear that this endeavor was no joke. We opened our doors with work from clients as mighty as Anheuser-Busch and were fueled by Vodka Red Bulls and espresso shots—even though we were tackling these assignments in a studio loft with a leaky roof and spotty internet. The beginning may have been humble, but the future would become extraordinary.

Quickly gaining notoriety, winning awards, and garnering opportunities, this David spared no time in taking down some Goliaths. These early years saw some major coups, including a Cannes Lion, and the beginning of some of our most important long-term client relationships. Being the teacher’s pet of clients who appreciated our Extra effort is what helped us survive the 2008 recession, and come out the other side still growing.

By our tenth anniversary, ECP had become the most-awarded agency in West Michigan—including an American Advertising Federation Silver Medal Award for its principal. Fully embracing its love for media-centric ideas, Extra Credit Media was launched in late 2015 for full-service media planning and buying. What’s next? Our entrepreneurial mindset limits nothing. Extra Credit Instant Oil Change? Extra Credit Mattress Outlet? Probably not. But we’re always open to new ideas. In fact, you could say we’ve built our brand on it.