Prior to Karmarama they had worked together at HHCL and were creative directors of the London office of Chiat/Day before launching the first advertising agency co-operative St. Luke’s.
They created famous campaigns for Selfridges Tokyo Life before merging with Outfit Communications and Ben Bilboul whom they knew from his role running the IKEA account at St. Luke’s.
However, in 2006, with a line-up of Bilboul and Buonaguidi and the newly appointed Sid McGrath as planning partner, the agency won 14 out of 18 pitches and added clients such as The History Channel, Pipex and Costa Coffee to its roster.
In 2007, the agency was appointed to handle the UK advertising of Nintendo as well working with Coca-Cola on the European product launch of their energy drink Burn.
In August 2014, Karmarama announced the acquisition of Nice Agency, leading mobile specialists who have built platforms for clients including Channel 4, first direct and Ticketmaster.