Who We Are
Founded in 1996, Frontline Marketing is a full service lifestyle marketing and promotion agency offering unique and innovative results based direct to consumer or through customer programs. Experts in brand, lifestyle, entertainment, and experiential marketing, we are a fusion of professionals who have built some of the world’s most notable brands. We serve clients in the entertainment, packaged goods, retail, music, technology and spirits industries. Specifically, we are a preferred Microsoft agency for over seven years and were the agency of record for Pernod Ricard for over nine years. Brands we’ve supported include: Amazon, ASUS, Cover Girl, HBO, Intel, Martell Cognac, Microsoft Office, Pantene, Seagram’s, Sony Music Entertainment, Staples, Universal Music Group, Windows and X-box.
Standing with you on the “Front Line”.
By connecting a brand with its target customers and consumers in organic ways we drive business results and brand equity. We do that by helping our clients develop and execute strategic lifestyle marketing campaigns that seamlessly integrate their brand into the core values and interests of today’s consumers, turning them into ones people can’t live without.
Your Customer Conduit is Who We Are.
We are your modern-day lifestyle interpreters who can quickly identify consumer desires and translate those into relevant programs that drive engagement and action. Our programs are based in sound strategic thinking, authentic in their architecture, have enough swagger to attract influencers and are always executed with excellence.
Discover, Ideate, Engage, Measure.
Every project begins by first dissecting your brand to better understand the essence of its appeal. Then, we work to identify “real” consumer desires and how your brand is best positioned to fulfill them. We then ask all the “right questions” to interpret and translate those insights into relevant strategies and expressions that give consumers a reason to care. With this foundation we ideate and recommend “Big Brand” and program ideas that can move the market and produce measurable results.
We’ve Got You Covered.
We work with our clients to customize the right mix of traditional and online marketing, social media, mobile outreach and experiential engagement to build the right program activity around your target consumer’s lifestyle, interests and values. The mix of activities will be designed to answer the ultimate consumer question of “so what, who cares?” and motivate them to take a desired brand action.
Our Point Of Difference.
A boutique agency that is lean and agile enough to move at the speed of business, we pride ourselves on being known for consistently executing best-in-class work on time and on budget. Whether a project is large or small in scope, we bring an unparalleled work ethic, integrity and passion to our client’s business. It’s also a plus that we are NMSDC certified.
Core Team
Sincere Thompson
President
Originally a marketing & promotions pioneer in the music industry, with Polygram and Motown, Sincere pursued his entrepreneurial passion and parlayed his talent for building entertainment brands into Frontline Marketing and Promotion in 1996. Today the company is a full service lifestyle marketing agency serving such diverse clients as Microsoft, Pernod Ricard, Cover Girl and DefJam Records.
Aria Wright
National Account & Event Director
Aria Wright is an accomplished marketing professional who has led national communications and sales initiatives in the television, film, music, beverage and consumer goods industry. Aria has worked with Frontline since early 1996. Over her career, Aria has produced programs for some of the most coveted brands including: Moet & Chandon, Hennesy, Tanqueray, Tampax, Pantene, Truth.com, Cover Girl and Microsoft.
Rachelle Franklin
Partner
Rachelle is a seasoned marketing executive, with a proven track record of leading and executing global brand strategy, advertising, and innovative integrated marketing programs for major Fortune 500 companies. She led major successful branding and advertising initiatives for Motorola, Office Depot and Cable & Wireless, resulting in record growth and profits.
Gilbert Gomez
Creative
A graduate of Parsons The New School for Design, Gilbert honed his talents in corporate design, and branding before applying his talents to promotional marketing in the entertainment industry. As Frontline’s lead designer he is responsible for translating customer insights and brand values into effective marketing creative.
Our Process
We begin every project by first dissecting your brand to better understand the essence of its appeal. We then work to identify “real” consumer desires and how your brand is best positioned to fulfill. We will then ask all the “right questions” to interpret and translate those insights into relevant strategies and expressions that give consumers a reason to care. With this foundation we ideate and recommend “Big Brand” and program ideas that can move the market and produce measureable results.
We’ve Got You Covered
We work with our clients to customize the right mix of traditional and online marketing, experiential engagement and social media outreach to build the right program activity around your target consumers lifestyle, interest and values. The mix of activities will be designed to answer the ultimate consumer question of “so what, who cares?”, and motivate consumer to take a desired brand action.
Case Studies
- Staples Windows 8 Select PCs
- Hip-Hop: A Cultural Odyssey
- Amazon.com
- ASUS EeePC Launch
- Cover Girl Queen Collection
- Martell Cognac
- Musicology 101
- Seagram’s Gin
- Spotlight on PC Fasion
Online User Experience
Staples/Windows 8 Select PCs
Opportunity
As online PC sales continue to increase, Staples wanted to utilize the learnings of current PC online shopper behavior identified by Windows to enhance their PC shopper user experience and sell through of identified Select PCs skus which offer features most important to Staples customers.
Plan
- Design and develop a Select PC landing page and user experience which leverages the PC shopper journey.
- Layout must educate shoppers on the Select PC program and encourage them to shop the current sku offerings.
- Site to have intuitive navigation that ultimately leads to product detail page and purchase.
- Featured skus to be highlighted in a way that romances the product and ignites purchase interest.
Results
- Staples adopted and institutionalized the program.
- Staples sell through of Select PCs have increased.
- Program regularly refreshed each retail selling season.
Book Launch and Strategic Partnerships
Aria/Hip-Hop: A Cultural Odyssey
Opportunity
Investment company Shamrock Solutions funded the production of a premium, oversized collectable coffee table book celebrating the genre and its global impact. Frontline was engaged to provide and launch strategy and to manage the US launch and develop affinity partnerships to drive awareness, relevance, interest and purchase of the book. Frontline’s role was expanded to include the distribution management and integrated marketing of the book beyond the launch.
Plan
- Developed book strategy including target audience, integrated marketing programs and online engagement plan to serve as blueprint for all activities.
- Developed campaign creative look and feel.
- Designed, developed, tested and launched Hiphopculturebook.com website to showcase the book and serve as the online purchase portal.
- Identified and negotiated relevant broadcast and online media partnerships (BET, Allhiphopcom, Live Nation, Black Enterprise, etc.) to drive interest and online traffic to purchase portal and to online social media environments.
- Built back-end management tool to track incoming site traffic and manage partner metrics and compensation.
- Enlisted industry artist and influencers to support and endorse book in marketing programs.
- Created and launched platinum edition of the book around holiday season to boost media interest and to expand the portfolio of offerings.
Results
- Book Sale up 447%
- Facebook likes up 24%
- Twitter followers up 21%
- Platinum Edition Launched
Online Demand Generation Program
Amazon & Windows Vista
Opportunity
Leverage Amazon’s loyal technology shopper base to drive consideration and purchase of a new collection of Windows based laptop PC’s during the Holiday 2008 season. Position Amazon as a preferred online destination for PC purchases.
Plan
- Design an Amazon customer exclusive catalog that features the Choice PC collection of products that are Microsoft tested and experience enhanced to drive online traffic.
- Design online email blasts that feature Choice PC products and offers only available on Amazon.
- Develop an Amazon based sitelet improves the customers online PC shopping experience, decision making process and sell-through. Delivered to over 2MM households.
Results
- Delivered first of its kind integrated PC campaign in partnership with Amazon.
- Staples sell through of Select PCs have increased.
- Early results show an increase in Amazon PC site traffic.
New Product Launch
ASUS S101
Opportunity
Leverage the momentum and success that ASUS was having in the EeePC space as a platform to announce their latest Fashion forward high-end EeePC NetBook to technology industry and fashion influencers in the US.
Plan
- Create an upscale launch experience which gives media and select VIP’s the opportunity to be introduced to the ASUS products in an interactive way.
- Event theme and execution designed to reinforce ASUS’ brand position as an innovator and leader in the NoteBook and NetBook industry.
- Target key media and influencers in the business, technology and lifestyle industries that result in positive exposure for the ASUS brand.
Results
- Valuable one-on-one engagement opportunity created with key technology industry and lifestyle press in attendance.
- Press coverage garnered in targeted press outlets, and new opportunities uncovered resulting in increased media impressions.
- Increased brand exposure and relations between ASUS and the lifestyle press and influencer segment.
Experiential Marketing & Product Demo
Cover Girl
Opportunity
Generate awareness for the launch of Cover Girl’s Queen Collection Cosmetics while amplifying Cover Girl’s partnership with mega-star Queen Latifah.
Plan
- Develop a compelling and interactive consumer experience that drives awareness for the “I Am A Queen” campaign.
- Recruit key retail partners to help build consumer excitement at the point of purchase.
- Utilize key influencers, celebrities and distinguished press outlets to create buzz.
- Produce local “Queen for the Day” pampering events in key markets, at high profile events.
- Radio Interventions, Award show event tie ins, Red Carpet and Ambush Makeovers.
- Provide consumers the opportunity to be “Queen for the day” at tie-in events in local markets.
Results
- Broadened awareness among target consumers and retail outlets.
- Increased community profile for the brand through charitable contributions made to various local and national non-profit organizations.
- Established relevant media exposure for the Queen Collection brand in various markets across the U.S.
Product Sampling & Promotion
Pernod Ricard USA/Martell Cognac
Opportunity
Create a national Multi-Market lifestyle based program to increase brand awareness, preference and drives case sales of Martell Congnac while providing promotional support for the national “Rise Above” advertising campaign.
Plan
- Developed an engaging consumer and retail experience that personifies the essence of the campaign by honoring and celebrating accomplishments of successful individuals not traditionally recognized by the mainstream media.
- Built a successful sampling program that was replicated in 24 markets.
- Elements included:
- Record company partnerships which created “cache” for the Martell brand and provided a showcase for their artist.
- “Invitation Only” events with celebrity appearances & proactive Public Relations. Product sampling.
- Branding & Merchandising.
- Created and implemented an in-store product sampling program to increase case sales.
Results
- Increased distribution to 876 new retail accounts throughout the U.S.
- Established brand relevance among target consumer.
- 16% increase in sales volume within specific on and off premise accounts.
Product Sampling & Promotion
Windows Consumer Group
Opportunity
In follow-up to the successful launch of Softwear by Microsoft and a newly formed partnership with Common, the Windows group wanted to build an event that leveraged that momentum to connect Windows to the young professional segment 25-44. Armed with data about these young achievers, Windows determined that a benefit concert would be an ideal way to connect to the segment. Pre-negotiating a partnership with VH1 Save the Music Foundation and Hard Rock Café, Frontline was then engaged to build the event from start to finish.
Plan
- Strategy and planning on how to best message and activate within budget parameters.
- Manage partner relationships internally and externally to produce an event where every one wins.
- Prepare activation plan and execute all facets of event negotiation and production including: Event name & messaging, presentation video, post event video recap, event promotion and POS, Ticket pricing and sales, radio advertising and promotion, lifestyle and social marketing, celebrity outreach, PR Support, photographers, videographers and brand ambassadors, Microsoft experience lounge design, pre/post event survey development & execution, talent management, on-site set up, management and tear-down.
Results
- Ideated “Musicology 101 – Celebration of Technology & Music” as event name and mantra.
- 15% increase in donation to VH1 Save the Music Foundation realized through sold out venue at LA Hardrock, their first ever.
- Over 1200 consumer experienced the Windows Brand:
- 97% reported learning something new about Windows.
- 56% reported increased awareness of the range of Windows capabilities.
- 60% reported likelihood of purchasing a Windows PC within 12 months.
- Efforts yielded over 22 million media impressions.
Merchandising & Promotions
Pernod Ricard USA/Seagram’s Gin
Opportunity
Develop and procure a national merchandising program and promotional elements to support the launch of all new Seagram’s Gin and Gin & Juice Flavors, including Seagram’s Lime Twisted Gin, Seagram’s Gin & Juice Purple Rage, Seagram’s Apple Twisted Gin & Seagram’s Orange Twisted Gin.
Plan
- Create unique and relevant promotional themes that create a buzz among specific target demographic and encourage consumer purchasing decisions.
- Design promotional elements to support and express the theme of the program, illustrate the brand’s image and engage the consumer.
- Procure all program merchandising & promotional items.
- Develop merchandising program execution manual to ensure consistent program execution nationally.
Results
- Company-wide adoption of merchandising program and executional elements.
- Enhanced Seagram’s Gin brand image, awareness and preference.
- Increased case sales, preference and penetration among target consumer.
Integrated Event Planning & Execution
Microsoft OEM Marketing Group
Opportunity
The PC industry continues to experience declining revenues and margins on PC products. Like other technology categories, there is an opportunity to increase interest, sales and profits by offering consumers products that reflect their personal lifestyle. Microsoft wanted to lead the PC Fashion Revolution at one of the world’s largest consumer electronics shows.
Plan
- Showcase and create excitement around the most fashion forward Windows Vista based PC’s at the Consumer Electronics Show 2008.
- Global call for submission, celebrity judges and award presentation.
- Supporting brochure, video and live fashion show.
- PR outreach support.
Results
- Created excitement around Windows Vista at CES 2008.
- Changed perception of Windows Vista based PC’s in terms of style and aesthetics.
- Garnered significant media coverage: WallStreet Journal (front page), MSN (home page), BusinessWeek.
Our Clients
Contact Us
Tel: (845) 639-6890
Fax: (866) 289-0889
Turning a Want Into a Need is What We Do
By seamlessly integrating your brand into the core values and interest of today’s consumers we help clients to develop and execute strategic lifestyle marketing campaigns that turn your brand into one they can’t live without.
Our Point of Difference
A boutique agency that is lean and agile enough to move at the speed of business, we pride ourselves on being known for consistently executing best-in-class work on time and on budget. Whether a project is small or large in scope, our work ethic, integrity and passion for our client’s business is beyond reproach. It’s a plus that we are also NMSDC certified.
© 2014 Frontline Marketing, Inc. | NMSDC Certified
"A Lifestyle Marketing Agency" | Est. 1996