NOH Production Changes Its Name and Shifts Focus to Results: Marketing Needs More Realists Right Now

NOH Production, which rose to second place in Äripäev’s digital marketing agency ranking last year, is changing its name. The company will now operate under the name Realist and is shifting its focus toward performance marketing.

The name change is not merely cosmetic. It reflects a shift in the market. Marketing is now expected to deliver tangible results — visibility, leads, and sales. Creativity remains extremely important, but it must be more closely tied to outcomes. This thinking also inspired the new name, Realist.

According to Birgit Karus, co-owner of the agency, marketing is no longer a stable system.
“Marketing is influenced by all sectors, and constant change is the norm. Platforms change, algorithms change, and with that, consumer behavior changes as well. In some industries, you can sell the same product for a hundred years, but in marketing, the same approach might stop working within a month or a year,” says Karus. This means marketing can no longer be a static service.

Mervi Pirhonen and Birgit Karus, the marketers behind Realist, explain that the transformation was preceded by an in-depth client study. A large number of marketing leaders were surveyed to understand their current needs. It became clear that marketing leaders are looking for grounded sparring partners who can help drive new business growth.

According to Karus, companies need a partner who helps them understand what to do, what not to do, and where to invest. The role of the agency has evolved. The traditional agency model — where the client provides a brief and the agency executes it — no longer creates enough value. This also means agencies can no longer act as mere executors; they must become part of the client’s team.

Pirhonen adds that today’s market requires agencies capable of solving much broader challenges than simply creating campaigns.
“We see ourselves more as a monthly partner that combines data, creativity, and precise media planning. One of the biggest issues companies face today is a campaign-based approach — a big push followed by inactivity. In reality, this does not create sustainable growth. You need to build a system, not rely on one big effort,” says Pirhonen.

Realist’s key difference from the traditional agency model lies in its results-driven, ongoing collaboration. Effective and profitable marketing systems are built over time. At the same time, the approach is agile — starting with an audit, followed by clear strategic directions based on experience. Instead of lengthy strategy documents, Realist focuses on concrete action plans that are tested and scaled when successful.

The 12-member Realist team shares the belief that marketing is not going anywhere, but its role is changing. The relationship between client and agency has become significantly more transparent and carries more responsibility. According to Pirhonen, client relationships are long-term, often lasting years.
“This is directly tied to the fact that we deliver the business results they are looking for.”

The new branding was created by the agency’s Creative Director, Ilmar Kurvits.
“At Realist, ideas move with the market — we are anything but static. Our new logo is also dynamic, just like the marketing landscape today. Compared to before, we are visually bolder. We’ve become more confident because we know what we do is needed in the market right now. The name change also supports our plan to expand internationally in the coming years,” he added.

The Realist website was created by the company’s web design and development team. More about Realist’s approach to marketing can be found at realistdigital.com.