Today, marketing has become so complex and fragmented that clients have shifted from seeking “one-stop- shops” (integrated agencies ) of the past, to now demanding specialized agencies which take responsibility for producing individual marketing tactics. Clients rightly feel that no single integrated agency can be great in all phases of marketing – it is just impossible. You would think that clients must now take on the task of synchronizing the individual contributions of each of their agencies in order to build cohesive messages and indeed a consistent brand – but, you would be wrong. The prospective customer is the one who will find various marketing messages as they travel along their individual purchase journeys. It is the prospective customer who provides the context/story to the equation and who will put the pieces back together again – in a way that makes sense to themselves. Who owns the brand? As always, it is the customer.
Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.
Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.
Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.
Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.