This N.Y. Shop Helps Global Brands Make an Entrance in the U.S.

The Halo Group looks for the perfect marketing mix


Specs
Who [L. to r.] CEO Linda Passante, CSO Mark Sutter, costumed Adweek fan and ecd Mike Gambino
What Branding and marketing communications agency
Where New York

The Halo Group specializes in introducing global brands—from Ibiza-born shoe brand Flossy to luxury appliance company Liebherr—into the U.S. marketplace by creating the perfect marketing mix. For Liebherr, The Halo Group used data that showed the brand's target audience—older millennial women—look to Twitter for reviews, read style blogs and use apps like Houzz for design tips. So when the 21-year-old agency created a social-heavy campaign, it tapped industry influencer and star of Bravo's Million Dollar Decorators Jeffrey Alan Marks, along with prominent style bloggers, to spread the word.

"The newest challenge is that consumers are no longer as receptive to traditional advertising," CEO and co-founder Linda Passante said. "Social media is rising, and while we don't think it will replace traditional channels, we need to know when and how to use it."

This story first appeared in the Sept. 14 issue of Adweek magazine. Click here to subscribe.