After 21 years as one of the UK’s most respected independent agencies, Recipe is entering a bold new chapter with the launch of Not Normal Group (NNG) an independent integrated group of specialist agencies brought together by one shared belief: Good People. Great Work.
Founded in 2004 by 3 friends with no background in advertising, Recipe has always done things differently.
Over two decades, it has earned the trust of some of the world’s most iconic brands – Audible, BetMGM, Coca-Cola, New York Bakery, Old Spice and Zurich, while building a reputation for strategic insight, creative excellence, and a people-first culture.
Not Normal Group is led by CEO Ed Glover, COO Matt Loudon and CGO Oya Mustafa.
With the launch of NNG, the business evolves into a new structure built to amplify its specialist strengths while preserving the integrated model that’s always set it apart – staying true to its collaborative DNA.
Ed Glover, group CEO of NNG said: “This business started with three mates, a hunch, and a lot of heart.”
He added: “For us, the way we work has always mattered as much as the work itself. Not Normal Group is a natural evolution, not a departure. It gives our specialist teams the clarity to shine, without losing what makes us strong: shared values, joined-up thinking, and a belief in great work made by great people.”
NNG has launched with four distinct agency brands:
- RCP (Relentlessly Creative People) – A strategic and creative agency delivering standout thinking and brave work. Clients include: Audible, BetMGM, Chang Beer, Interactive Investor, Money Plus, New York Bakery, P&G, Zurich Insurance. RCP will be led by chief creative officer Dan Jacobs, chief strategy officer Dom Roe and managing partner Ali Morgan.
- all things – A production-led creative studio built for fast, high-quality, project-based delivery. all things is led by executive creative director Becks Montgomery, head of production Lisa Dawson and business director Matt Wright.
- Unfinished – The media agency that is never done. – launching August 2025. Clients include: Deli Kitchen, Wasabi, Whyte & Mackay, Audible. Unfinished is led by co CEOs Chris Bunyan and Oli Cooper.
- Committed – A PR agency specialising in sports, health & wellbeing and FMCG – launching Q3 2025.
While each agency now has its own identity and focus, the integrated model remains. NNG’s structure delivers deep expertise and seamless collaboration, all under one roof.
It’s business as usual, but better and built for future growth.
NNG has also earned a place on Campaign’s Best Places to Work list and received IPA People First Promise accreditation, affirming its commitment to culture and people-powered growth that drives results.
