BOSTON-Hoping to enliven its brand, Brigham’s has assembled a fresh marketing team to spearhead plans for expansion.
The Arlington, Mass.-based ice-cream maker and restaurateur has named former marketing consultant Glen Ransden to the newly created position of vice president of corporate marketing. He heads a team that combines veterans Darryln Leikauskas, director of marketing, and Steve Jamgochian, vice president of administration and finance, with newcomers Allyson Murphy, director of brand marketing and media, and Lynne Seeley, public relations manager.
Brigham’s holds 16 percent of the market share for ice cream sold in supermarkets in the greater Boston area. In addition, the company operates 34 restaurants in Massachusetts.
In December, it opened an ice-cream parlor in Braintree, Mass., and there are plans for more, said Seeley.
“We want to reignite the brand and bring it a greater presence,” Seeley said. “We’re focusing on what Brigham’s does best and what we’re known for, and that’s our ice cream.”
McDougall Associates in Peabody, Mass., had handled Brigham’s public relations until the company created an in-house position and hired Seeley, Ransden said.
Brigham’s last agency of record was Boston-based Matzell, Richard & Watts, which created radio spots for the client. Those ads are now airing and feature the tagline, “Bring them home some Brigham’s.”
Freelancers, including Joe Higgins of Danvers, Mass., have developed and created print and outdoor work.
“Up until this past year, we had maintained a very conservative level of advertising,” admitted Seeley.
While Ransden said there are no immediate plans to search for an agency, he did not rule out the possibility in the future.