Marketing advisors to iconic brands & pioneering agencies
Marketing advisors to iconic brands & pioneering agencies
I led the strategy group at MMB, including account management, experience design and insights/planning. Our goal was to build an agency that helps brands grow by adapting to changes in media, culture and technology.
A key role was leading strategic thinking inside the agency. After years of servicing the giant Subway account, the agency had some catching up to do in terms of promoting itself. Case studies were unwritten or gathering server dust. Creds presentations were undesigned, long and undifferentiated. Video assets were dated and the website was so unsophisticated that search engines couldn’t crawl it.
We created all new agency promotion materials including the strategic positioning of the agency, a new logo/identity, building a modern website (It is now among the first organic results for “Boston creative agency”), and creating compelling case studies in multiple digital and video formats.
MMB’s approach to self-promotion had been to trust that hard work will be recognized. I felt we could use some help in that regard so I got the agency placed in AdWeek for their first positive national press in many years. Since then our work for ALS has also been recognized there.
Leading new business efforts, I helped the agency win Sam Adams and get invited to pitch LEGO, Under Armour, Amazon Locker, Chice Hotels, Stop & Shop and many more.
A new identity lent color and a modern feel to the agency.
The new website highlighted an improved creative product as well as the agency’s new positioning.
A strategic challenge was how to include both past and new case studies and work into a new narrative for the agency. I realized a common theme at MMB was helping tarnished or underperforming brands find new ways to grow, usually by making more emotive brand advertising that connected with audiences. The “We Evolve Brands” motto captured this idea.
Under this construct, we reframed case studies around from/to’s. From rational communication to emotional/inspirational branding. This included ourselves.