This Small Rhode Island Shop Builds Big Ideas for Brands

Helped Stonyfield launch its first TV campaign


Specs
Who (L. to r.) Managing partner Jeremy Crisp, head of client services Jeanette Palmer, creative directors Brian Gross and Alec Beckett, and head of production Lizzi Weinberg
What Full-service agency
Where Providence, R.I.

Nail Communications helps brands like Mike and Ike, Stonyfield and New Balance tell big stories. During this year's Boston Marathon, the Providence, R.I.-based agency paid homage to New Balance's hometown by placing 700 billboards around the city with the tagline, "Nobody runs like Boston." And for Stonyfield, Nail created an innuendo-laden Web video campaign that put a new twist on Greek yogurt. It was so well-received that it ran as the brand's first Oscar TV spot in February. Brian Gross opened Nail in 1998, which has grown to 30 employees. What's next? Building out a bigger social media practice to help clients "behave like they want to behave," said managing partner Jeremy Crisp. "We're really trying to build our social media team—we were a bit late to the game and only started a couple of years ago," he explained. "It's an area that pretty much every single client that we work with is turning to us for."

This story first appeared in the Aug. 31 issue of Adweek magazine. Click here to subscribe.