OUR STORY

We’ve created a consortium of knowledgeable, talented and dedicated professionals to support our agency. Everything and everyone from Intellectual Property attorneys, public relations experts, media gurus, social media and Adword specialists.

We execute traditional + digital advertising from the brief with top-shelf, super-talented, conceptual copywriters and art directors.

We call on Fresh Branding Group’s consortium of professionals as we need them. So our clients don’t pay for players who aren’t needed at a particular point in an engagement. Yet every member of our consortium is a leader in his or her role, operating at the highest levels of their individual specialties. An agency with staffers is limited by who’s on staff, even if the staff members are not the most appropriate for a specific role. When we need a specific role or player, we know the most talented individual for that role and they’re ready to go “on the bench.” 

 
 

THE PAY-AS-YOU-PLAY APPROACH

This pay-as-you-play approach is a distinct advantage vs. big agencies burdened by staffers, where staffers represent additional cost and need to be paid even when they aren’t engaged. Why should our clients pay for services and people they aren’t using?


OUR BEGINNINGS

Fresh Branding Group is a full service, integrated advertising and branding agency. We launched in late 2007 and we’ve grown to become one of the nation’s leading boutique creative shops. Our principals have spent time on the client side at companies like Warner-Lambert, Adams Respiratory Therapeutics, Verizon, Twinings, Mylan and Eagle Pharmaceuticals. We developed our creative credentials at big, famous New York agencies in award-winning, high-level creative roles, responsible for the largest marketers’ businesses in the world.

We know what clients will need before they know they need it. We know what their challenges will be before they realize there’s a challenge. So we live our clients’ businesses with them and dedicate ourselves as partners in helping them grow their brands. We are the earnest types, but fun to work with.


 

Our core competencies.

STRATEGIC PLANNING

When necessary, we use research to better understand your market in depth, to confirm suppositions and theories. Research also helps understand your target(s) in detail and the competitive market. This information helps guide critical strategic decisions.  We also understand that for some clients, budget does not always allow for extensive research. We are experienced in mining existing data for insights and using our judgment based on years of experience to inform strategy. 


BRAND STRATEGY DEVELOPMENT

By understanding your target market, including how your target feels, thinks, and your target’s motivation levers, we can then begin to form a strategy. We look for relevance to your target and meaningful differentiation.  We strive to find the single-minded benefit that your brand can deliver with focused reason(s) to believe that benefit.  We believe the toughest decisions are sometimes what should not be included in the message vs what should be included.


BRAND VOICE & BRAND MESSAGING

Your brand’s style and tone of voice should be inextricably and tightly linked to your brand strategy. Your brand message must command and lead every part of your communication.


STRATEGIC CONCEPT DESIGN

Strategic brilliance is only worthwhile if you can communicate and express what makes your brand valuable to your target in a memorable way. Our ability to create unique, dare we say, fresh, executions is critical to the process. We translate strategy into compelling creative. From the point of view of our creative work, our clients come to expect the unexpected.  We pride ourselves on creating memorable executions with high recall for the target that are inextricably linked to your brand.

 

Our leadership.

JEFF LINDER

CHIEF CREATIVE OFFICER

Jeff has spent over 25 years in the branding and advertising space, working with clients, professionals and products creating major success after major success. He has been responsible for changing the bottled water industry, launching new products for major companies, helping important brands and companies identify their sales messages and brand voice, even turning around failing ventures, while winning dozens of creative awards along the way and gaining the greatest satisfaction: seeing clients succeed.

Jeff’s expertise spans the gamut from food & beverage to financial & insurance, real estate, BtoB, OTC pharma, pet industry, healthcare, wine & spirits, sporting goods, auto aftermarket and CPG. Listening carefully to founders, CEOs, MDs, Presidents, Chief Marketing Officers and sales leaders is one key to understanding the business issues and aspirations of companies and clients. The over-riding approach is about integrity in all manner of business, so, along with the insights and valuable thinking comes a commitment to fairness, doing what is right and ever-higher expectations.

BOB CASALE

CHIEF BRAND STRATEGIST

Originally a lawyer, Bob became VP Marketing at Warner-Lambert, managing brands from Benadryl to Rolaids. After Pfizer acquired Warner-Lambert, Bob became COO at Adams Respiratory, growing Adams from $60 million to $500 million. He was responsible for the explosive growth of the Mucinex brand and the award-winning Mr. Mucus advertising campaign, led the acquisition of Delsym, then doubled its sales in two years. In addition to FBG, Bob currently serves on the boards of Daiichi Sankyo, PLx Pharma and Alitair. His client-side experience means he knows what clients need and expect, often before they know they know they need it. Bob develops strategy from the brand level to the entire enterprise.

FAITH POMEROY-WARD

VP CLIENT SERVICES

Faith has filled leadership roles in marketing, public relations and investor relations for more than 15 years. One of her main categories of focus has been pharma, working on Moxatag, BiDil, Eylea and EpiPen. She has also excelled on consumer brands including Verizon and Twinings, as well as OTC brands Mucinex, Cepacol, and Kerasal. She began at Adams Respiratory in marketing on Mucinex, moved to Verizon, and subsequently launched the first FDA-approved once-a-day amoxicillin, Moxatag. On the agency side she has worked at the Kielcom Group before joining Fresh Branding Group as VP Client Services. In the process, Faith has become an expert in digital marketing, including search engine optimization, paid search, digital display and social media.