ICOM Expands Baltic Presence as Leading Latvian Agency Magic Joins Global Network

Press

ICOM, the global network of independent advertising and marketing communication agencies, is proud to announce that Magic, one of the leading creative agencies in the Baltics, has joined its international network. The partnership marks a significant step in ICOM’s strategy to expand its European region and strengthen its presence in the Baltics.

Founded in 1995 (formerly NORD DDB), the agency rebranded to Magic in 2022 when it became fully independent. Since then, the agency has gone from strength to strength, consistently being named Baltic Agency of the Year – most recently in 2024. Notably, Magic was the first Latvian agency to win a Euro EFFIE Gold, cementing its reputation for world-class creative effectiveness.

Magic operates with a core team of approximately 45+ staff, reaching a total of 80+ professionals through its wider B40 partner-agency group. This group includes a creative agency, design studio, content and digital production, and brand consultancy.

Andris Rubins, CEO and co-owner of Magic, was introduced to the network by fellow member Annika Avikson, CEO of AD Angels in Estonia. Rubins noted that the decision to join ICOM was driven by a desire for collaboration while maintaining independence.

We want to stay independent, but we also look forward to tapping into peer-to-peer knowledge sharing and connecting our team with the ICOM Creative Council.

“It will be useful to have access to global partners as we continue to grow. We have actually just won a global pitch with support from two ICOM members in the UK and the USA, which is very exciting,” said Rubins.

For ICOM, bringing Magic into the network is a key part of its regional growth strategy.

“We are eager to bring best-in-class agencies that deliver outstanding work, uphold strong independent values, and can collaborate globally with like-minded partners,” said Emma Keenan, ICOM’s president and CEO. “Magic embodies all of that – they are exactly the type of agency we want to partner with as we grow our presence in the Baltics.”

About ICOM

ICOM is the global network of independent advertising and marketing communication agencies, connecting more than 70 agencies across 50 countries. ICOM’s mission is to create opportunities for growth by fostering collaboration, innovation, and shared expertise among its members. Together, ICOM agencies deliver world-class creative and strategic solutions while maintaining their independence, contributing to a dynamic network that celebrates diversity, adaptability, and excellence.

About Magic

Magic is the leading creative agency in the Baltics. For more than 30 years, the agency has created compelling brand stories, humorous ads, as well as culturally relevant campaigns for local and global brands. Its work connects on a cultural, business, and, most importantly, human level. Magic has been acknowledged in local and regional festivals, including EuroEffie, GoldenDrum, Epica, RedDot, European Excellence Awards, KIAF, Baltic Best and others. Together with partners, Magic organizes Baltic Brand Forum & Awards that has become the largest and most inspiring annual event for marketers and brand builders in the Baltics.