A Little Extra History

Launched on April Fools’ Day 2006 off a passion for ideas, giving extra, years of industry experience and an ear for a cool name, Extra Credit Projects Inc. (ECP) opened its doors in an old warehouse along the Grand River. But this project started well in advance: DBA papers were registered back in 2000, upon the realization that those who approach every job with an entreprenuers energy probably won’t be moonlighting for long.

ECP’s early success was confronted by 2008’s great recession, which challenged all advertising agencies. Yet ECP’s reputation as talented underdogs—with better value than the big shops—made business flourish. The agency became a founding member of creative collaborative Gravity Alliance, and the name value of “extra” spread well beyond West Michigan.

Next came a several-year grind of the best kind. Through passion, grit and a love for untraditionally clever expression, ECP gained clients, expanded capabilities, won national awards, and stood the test of time.

Around ECP’s tenth anniversary, ECP is now the most-awarded agency in West Michigan—including an AAF Silver Medal Award for its principal. Fully embracing its love for media-centric ideas, launching Extra Credit Media was launched in late 2015 for full-service media planning and buying.

Well into its second decade, ECP is powered by ideas, moved by causes and committed to serving small and large clients equally. The agency has come a long way for an 18-year old extracurricular project, but it hasn’t strayed far from its original mission: always giving extra and proving that all the really great ideas aren’t taken.