Secret Weapon Marketing is closing its doors after 27 years, Founder and Creative Director Rick Sittig announced in a letter to the advertising industry. In the letter, Sittig—who created and voiced the original Jack in the Box mascot for the fast food chain—said that advertising has become “dull” in part to the field’s “obsession with data and analytics.”

“We’re not a good match anymore,” Sittig wrote. “I’m breaking up with you.”

A 41-year ad veteran, Sittig founded Secret Weapon—then known as Kowloon Wholesale Seafood Co.—in 1997. He created the Jack in the Box mascot while at Chiat\Day in 1994. Secret Weapon began working with Jack in the Box shortly after its founding, and that relationship lasted until 2015. Sittig also helped create the popular Energizer Bunny ads while with Chiat\Day.

Secret Weapon, which currently has 20 employees, will close on Sept. 15, the agency said. The Culver City, California-based agency is currently the agency of record for Honda Dealers of Southern California, San Diego and North Texas. In addition to Jack in the Box, Secret Weapon previously was the agency of record for Ikea North America and Activision. 

The agency limited itself to three accouts at a time, it said, and linked fees to client sales.

Read Sittig’s full letter below: 

Dear Advertising,

You’ve been great. Really. Our 41-year relationship has been amazing. You’ve taken me on incredible adventures I could not have imagined growing up in small-town Illinois…Driving thru the Amazon rainforest in the first Nissan Pathfinder…Writing, directing and voicing Jack Box and filming him at the Vatican…Watching David Letterman smack the Energizer Bunny with a baseball bat…Surprising real people with simple and sometimes life-changing gifts courtesy of the Helpful Honda dealers. Watching God lose at tennis.

Thank you Advertising for introducing me to so many talented, conscientious, smart people. That list is too long to thank everyone but they know who they are. There are however, three people, Lee Clow, Patrick Adams and Frank Scherma, that I am especially grateful for.

Look, Advertising, I have to be honest with you. It’s obvious we’ve grown apart. We used to be crazy fans of big ideas like Dos Equis’ The Most Interesting Man in the World and Bud Light’s Real Men of Genius and Apple’s Mac vs PC and Got Milk? But lately, I’ve noticed your obsession with data and analytics, and I’m sad to say, Advertising, you’ve gotten dull. We’re not a good match anymore. I’m breaking up with you.

I’ll be closing the doors of Secret Weapon Sept. 15. I am so proud of 93% of the work we produced since we opened 27 years ago. Thank you to all the alums, clients and crew who made it happen and made it fun.

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CORRECTION: A previous version of this story incorrectly reported the agency Sittig was with when he helped created the Energizer Bunny ads.