THE KERRY GROUP Re-Branding & Website Development

The Kerry Group was an Experiential Marketing firm that specialized in events, brand experiences, grassroots marketing, incentive programs and training/learning programs. The founder retired and it was acquired in 2024. 

As the Director of Planning & Creative, I led all planning and creative development for the agency and its clients. This included the repositioning and re-branding of the agency an

SITUATION

25 years ago, a former roadie used his knowledge of producing events to offer companies a compelling alternative for engaging consumers with their brands to what they could get out of traditional advertising.

That alternative was experiential marketing firm, The Kerry Group.

What follows is the updated branding and presentation of The Kerry Group that I led.

CHALLENGE

Create differentiation from the competition in an increasingly more crowded marketplace and engage prospective clients with The Kerry Group.

SOLUTION

I positioned The Kerry Group as an extension of the values of its ex-roadie owner while showcasing the interaction, influence and engagement that its programs generated.

POSITIONING

The three word tag was designed to reinforce the benefits of experiential marketing to help offset cost/ROI perceptions.

• Empower the audience to INTERACT with the brand on a personal one-to-one basis
• INFLUENCE their purchase decisions through relevant experience, knowledge and value
• ENGAGE people with the brand through multisensory environments and activities to make emotional, indelible c

POSITIONING (cont'd)

On the website and in presentations I also provided the meaning of the Kerry Group's Trinity Knot inspired icon:

Create a deeper connection between a brand and its audience that results in a seamless, ongoing bond between them.

POSITIONING (cont'd)

The other  key component of the brand positioning that was important to communicate were the values of the owner, learned through his years as a roadie:  

Operational and logistical expertise, nimbleness to meet ever-changing production needs, collaboration, and cost control.