www.hornallanderson.com/blog/ny-who-what-how

NY: Who, What, How

POSTED BY on Nov 6, 2014

I’m a huge believer in getting out of your normal environment and going someplace meaningful to be inspired. I needed to find the perfect place to think. The original Beecher’s is located in Seattle in Pike Place Market just a few doors down from the flagship Starbucks. In NY, you can find Beecher’s in the Flat Iron District. The Seattle to NYC connection where I could see new ideas in action was an obvious choice.

Word on the street is the Mac and Cheese is phenomenal.

I’m a creative that doesn’t just launch into creating. I am a believer in the power of ideas, and to do this you need to define what needs to be done and why.

We needed to answer why would HA NY appear to clients as a new and exciting choice on the agency scene. What would make our Omnicom partners perk up when they heard we were here? Why would the talent pool in NY be interested in working for essentially a start-up?

After looking at ourselves, our audience and their mindset, and the challenges within our industry here in New York, our working theory was that “A Breath of Fresh Seattle Air” communicated a meaningful point-of-difference.

Some thinking, some cheese eating, and some matrix making later, we had the foundation for our launch strategy. And of course, words are just words, so the work wasn’t over. Next task: figuring out how to walk the walk!

It’s been scientifically proven that Seattle cheese makes you smarter.

WRITTEN BY
Kathy Soranno is the Executive Creative Director and Managing Director of Hornall Anderson's New York studio. You can contact her at: k_soranno@hornallanderson.com.

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