Brandthread is the alternative to business-as-usual old guard global agencies. We don’t try to solve unique problems with boilerplate answers. We have guts to be great thinkers and deliver results. We practice what we preach, our founders left the safe large agency fold to forge our own brand. The result is a nimble, independently minded strategic agency that embraces change and innovation over doing things the way they’ve always been done. We are committed to help our clients drive brand success through - Passion, Innovation and Creativity.

1. Miami, San Antonio, Denver, Los Angeles
Connections PASSION - INNOVATION - CREATIVITY
Brandthread is the alternative to business-as-usual old guard global agencies. We don’t try to solve
unique problems with boilerplate answers. We have guts to be great thinkers and deliver results. We
practice what we preach, our founders left the safe large agency fold to forge our own brand. The
result is a nimble, independently minded strategic agency that embraces change and innovation over
doing things the way they’ve always been done. We are committed to help our clients drive brand
success through - Passion, Innovation and Creativity.

2. INDEX Inside this issue
Overview 1.1
Brandthread 1.2
Services 1.3
Leadership 1.4
Current Clients 2.1
Strategic Brand Planning 3.1
What Sets Us Apart 4.1
Public Relations Capabilities 5.1
Creative Sampler 6.1
Names and Titles of Principals:
Published By: John Doscher, Director/CSO
1.1 Agency:
Cory Matthews, VP Creative Director
Ed Irons, Director/Media Services
Brandthread, Inc. Claudia Zabka, Director of Creative Services
Diana Nagles Director/Account Services
O HQ Address: Marielise García, Director/Public Relations
V 10110 USA Today Way
E Offices and Facts:
Miramar, FL 3302
R Miami/Los Angeles/San Antonio/Denver/Puerto Rico
Phone: 954.294.2841
V Member of the ComVort Global Agency Network
Fax: 954.337.2348
I Ranked top 1/3 of U.S. Advertising Agencies / AdAge 2009
E
W Key Agency Contact :
http://www.brandthread.com John Doscher
954.294.2841

3. Brandthread
1.2
Brandthread is a full service global communications firm
where strategy, innovation, and creativity = results. We’re
the creative thinkers you’ve always wanted. Focused on all
phases of the process, true partners who never lose site of
the bottom line: your success.
We are the fusion of the best industry practices including:
creative concepting, brand positioning, design, editing and
integrated communications. For our clients we produce
fresh and innovative work that builds differentiated and
enduring brands. Our finely tuned strategies and creative
processes are what allow us to create culturally impactful
communications that create demand and build successful
brands.
We not only create brands. We discover them. We discover
them by gaining insight into your company, your audiences
and the cultural influences that surround them.
Our hallmark is the highest level of dedication to our clients.
You will get the benefits of dealing with experienced
passionate professionals who insist on excellence. The client
experience is one of work efficiency, fluid workflow and great
creative.

4. Services
1.3
Marketing & Communications Planning: Online & New Media:
Strategic Marketing/Advertising Planning Web Design
Brand Positioning Programming Services
Creative Concepts Database and Content Management Tools
Marketplace Planning Advertising and Content
Public Relations Planning Virtual Tours & Demonstrations Online
Community Outreach Interactive Sales Brochures
Corporate Communications Gaming and Product Integration
Creative: Offline/Online Communications Services:
Branding & Identity Planning
Logo Design Market Research
Copywriting Public Relations
Direct Marketing Media Buying and Product Placement
Business and Corporate Materials Partnerships, Promotions and Events
Print/Electronic/Online Advertising Database Development and Management
Magazine & Newsletters Traffic Support
Point-of-Purchase
Creative Media
Tracking and Performance Measurement
Packaging Reports and Reconciliation
Catalogs
Promotion & Event:
Business and Corporate Materials Tradeshow Concepts and Event Management
Print/Electronic/Online Creative Exhibit Signage & Banners
Magazine & Newsletters Tradeshow & Support Materials
Brochures & Catalogs National Tours
Packaging Local or National Sweepstakes
Photography and Video CI Event
Internal Incentives
Financial Reports Customer Loyalty Programs

5. 1.4 Brandthread // Sr. Leadership
JOHN DOSCHER /DIRECTOR-CSO DIANA NAGLES/ACCOUNT SERVICES loves to be in front of clients
presenting great ideas that become
With more than 20 years of strategic Courtney strategically conceives, develops successful solutions. She’s fluent in
marketing and communications and implements custom one-to-one English and Spanish but, has
experience in the United States and marketing and promotional programs that developed creative campaigns around
Global markets, John’s expertise identify, persuade, bond, develop and the globe.
includes brand planning, online/offline continually manage core consumer target
advertising, sports marketing, integrated groups/audiences. Specialties:
communications strategy, field Making the complex simple and the
promotions, market entry and re- Courtney provides creatively driven, highly simple beautiful. Expert creative,
branding. He has developed an targeted, deep impact, integrated direct design and graphic communications
integrated team approach to provide the marketing and promotional campaigns. services, emerging technologies and
tools to think strategically. This approach His team’s results-oriented programs to social/new media creative
delivers the biggest ideas to the smallest readily increase target audience share and development.
tactics and incorporates the appropriate subsequent market share of revenue. He is
lifestyle and cultural nuances to foster a leader and innovator in CRM, you can COREY Matthews/ VP
brand loyalty with the targeted rely on our team to create the perfect CRM CREATIVE DIRECTOR
audience. In addition, John has managed architecture that is right for your needs.
the formal brand review process, Cory isn’t just a creative director…
mapping, segmentation, planning, Specialties:
strategy and execution providing real Direct mail, Online marketing, He’s the personification of one of
value to his clients’ businesses. Custom publishing, Telemarketing advertising’s most basic rules – making
Database marketing, Affinity/CRM the ordinary extraordinary.
Specialties: programs, Sweepstakes and promotions
Consumer research, brand strategy, At first he seems like a nice, modest
integrated marketing, interactive guy with a kind smile and an easy-
strategy, innovation and product going manner. But like any good
development, customer relationship advertising idea, there’s far more to
marketing, sports marketing, him than meets the eye. And soon
promotions, public relations and event you will discover how extraordinary he
planning & execution really is.
ED IRONS/DIRECTOR-MEDIA Cory has over 10 years of experience
CLAUDIA ZABKA/CREATIVE DIRECTOR in both above and below-the-line
Ed has over 20 years experience advertising, creating award-winning
supervising media campaigns. He is the Claudia has worked in creative for more campaigns for a variety of national and
company’s chief strategist and than 15 years. She started as a designer for international clients.
communications manager. Ed has print and rapidly moved through the ranks.
managed millions of dollars in media Claudia supervises and mentors our To create positive impact on our
across the globe for clients like Chrysler, creative teams overseeing all aspects of clients’ bottom lines today, Cory brings
Microsoft, Hilton, Verizon Wireless, client advertising and marketing, creative, the wisdom, experience and passion
American Airlines and Kmart. His art direction, and design. he’s exhibited throughout his career.
experience has enabled us to build In short, he lives for the business. And
intimate relationships with media She is also on the forefront of new media, it shows in everything he does.
outlets, online vehicles, stations and business to business and direct marketing
publications. creative. Her passion for integrated Specialties:
marketing that brings the offline and online Consumer research, brand strategy,
Specialties: worlds into compelling and results oriented online/offline advertising campaigns,
Strategic 360 degree experiential media directions fuels her every day. Claudia ATL, BTL, art direction, copywriting,
and communications planning corporate identity.

6. 3.1
Client Partners
Client Years
Microsoft 7
Nestlé Purina 5
Audi AG 5
Dr. Brandt Skincare 4
Woodbine Southwest 4
University of Phoenix 3
Fisher Island Hotel and Resort 2
Best Buddies International 2
DTS Digital 2
Rayovac 2
Volkswagen 2
Chukchansi Gold Resort & Casino 1
Lance Foods 1
FBI 1
Brandthread - Creating Brand Success
In the past many have staked a claim in the global specializing in unequaled consumer insight, strong
markets. But they lacked the most important creative and measurement capabilities.
building block: real insight into the culture and
lifestyle. The ability to be invited into peoples’ We have set a high level of expertise in delivering
lives. powerful insights and creativity that positions our
clients successfully, taking their businesses to new
In response to a market need for a strategic levels. We will continue to operate with the same
marketing agency, we decided to merge three vision, drive and passion for innovation as day one.
companies and make it happen. In 2003, we
opened the first Brandthread office

7. 3.1
The Brandthread Strategic Planning “BrandFraming”
Phase One:
We provide medium-range vision that is not
confined to a single technique but are consistent,
integrated guidelines for the development of our
clients’ brand portfolios. BrandFraming is the
distillation of our consumer research and
understanding into a clear picture of how the
brand fits into the target audience lives and how
we can define it to be unique and exclusive.
BrandFraming provides our clients’ brands to
stand apart from their competitors and be
embraced by their consumers.
Here are the key steps that we follow:
1. We develop an Identity card – like a Drivers
License:
• What is its individuality?
• What are the long-term goals and ambitions?
• What is its consistency?
• What are the values?
• What are the basic truths?
• What are its recognition signs?
2. The agency reviews the brand’s core values, sources of inspiration of continuity and the true identity of
the brand.
3. We take a deep look at
Identity and Image.
From the “Equity Bridges” we can develop the Rules of
4. We take a deep look at Engagement:
the target audience • Deep understanding of
and the Pillars that affect the consumer Mind Map
their lives. We • Effective communications
provide our brands with • Keep commitment areas
the “Equity Bridges” to • Bridges to developing a
build the brand: relationship by being
invited into peoples lives

8. 3.1
Brandthread Strategic Brand Planning
“Phase Two”
1. Creating a “Mind Map” in order to
understand the brand’s position in
the customer’s mind:
2. Research and planning recommend what the brand should occupy in the customer’s mind in the future.
Creating the brand ambition 3. Development of the Selling Idea
involves: Platform to connect the customer The selling Idea Platform is the
• Understanding the qualities that with the brand: articulation of the strategic
can be leveraged • The target message in communications--it is
• Competitive brandscape • Core desire (need, wish, desire) not a tagline. It is a single,
• Understanding the consumer • Role of the brand (fulfill the need) focused, strategic idea that ignites
pillars and equity bridges • Compelling truth (honest creative process with the
• Understanding the client’s information about the product) marketing plan.
business strategy and objective
of the brand
The Brandthread Mapping Tools:
Customer Mapping is an insight identification methodology that seeks to optimize brand in order to build
opportunities across segments. Along with traditional research and planning tools we can also implement the
following:
• Quantification of brand opportunity across • Cultural Mapping of values/ behaviors against brand
cultures/lifestyle segments equities and product attributes
• Cultural Relevance Meter™ • Development of “Sweet Spot” to optimize business
•Determine message relevance against opportunities across selected cultural segments
segments • Development of culturally relevant messages and
strategies

9. 4.1
Marketing Analytics:
Brandthread offers an integrated
portfolio of Precision
Marketing Services called the
Brandthread Suite. This
What Sets Us Apart? comprehensive
set of services includes all of the
processes, experts, technology
and infrastructure a company
needs to perform best practice
Precision Marketing.
Brandthread Analytics: Media Planning and Media Buying: Global, Youth and Transcultural:
• Strategic thinking, planning & Brandthread’s media department Brandthread is an integrated marketing
communications that are customer structure allows for the agency to communications agency providing niche
centered and bottom line driven respond immediately to the time strategic marketing to
• A thorough and consistent alignment of sensitive media dynamics. Our systems reach consumers in the global youth and
marketing and performance metrics and staff provide the advertiser with the transcultural segments. We have
• Intelligent and precision metrics ability to turn on a dime, whether it’s the successfully developed communications
embedded in technology architecture and placement of a media buy or the initiatives designed to effectively reach
data stream, readily accessible at multiple immediate adjustment to a previously them by understanding consumer
levels of the enterprise placed buy. behavior. Consumer behavior requires
understanding the psychographics of
Brandthread Hospitality Services: The agency also employs personnel and what people buy and why they choose
• Achieving optimum balance between systems devoted to the protection of the one product or store over another. The
Direct vs. Indirect Channel Sales advertiser’s media investment. Media experience that a consumer takes with
• Internet, online distribution channels and buys are routinely audited for proof of them during the purchase process can
eMarketing performance, ensuring that media dollars make the difference between our clients
• Knowledge of local market conditions reach the intended media targets, products being considered exceptional or
• Working closely with group business eliminating an avenue of risk for the “just there.”
generators, meeting planners, advertiser. Brandthread has unmatched
wholesalers, incentive travel companies, performance driven experience in the For our global ,youth and ethnic
corporate travel departments, and media planning and buying arena. We segments, marketing strategy requires
franchise-sponsored marketing programs have managed media planning and both an understanding of in-culture
• Effective marketing campaigns buying against a variety of global and nuances and lifestyle of the groups of
• Effective sales incentive program multicultural segments. We offer our people that a business is trying to reach.
• Developing effective approaches to clients the resources necessary to Global marketing also pertains to many
prospecting, qualifying, selling and closing develop “culturally cognizant” media niche-markets best found in metropolitan
solutions. environments. For clients like Microsoft
High Worth Consumer Segments and Pioneer our marketing strategy is
Brandthread has been responsible to Large Multi Channel Companies: considered a customized assessment
proactively position and manage the delivery Brandthread has worked with based on their actual business, individual
of our clients marketing strategy against the companies that include multiple brand products and market profiles. We do not
high net worth segment on a global basis, in management teams, regional and work from ‘templates’ because we
order to grow the customer base and to channel marketing managers, regional believe that each client is unique.
maximize the value out of the customer and field sales managers, co-op partners,
base. distributors, lead agencies, branding and
public relations firms. Some of these firms
We have executed successfully for client’s include Audi, Pioneer, Microsoft, Nestle
like: Audi, Woodbine Southwest, dr. brandt Purina, The Discovery Channel, etc.
skincare, Ritz Carlton, etc.

10. 5.1
What Sets Us Apart?
Brandthread Public Relations:
Brandthread has been a dominant presence in the South Florida region for over twenty years. Our knowledge of
national, local and state government, the breadth of our clientele and our extensive network of business and
media relationships has put us in a unique position to help accomplish a wide range of client objectives.
• Public Affairs
• Extraordinary Circumstances (Also known as “Crisis Management”)
• Civic Marketing
Whether the goal involves establishing a strong brand presence, launching an ambassador marketing campaign
or dealing with a business crisis, we can quickly determine a client's communications needs and then aggressively
implement effective programs to address them.
We are:
• Specialists in positioning clients in the global marketplace
• Deeply entrenched in all facets of the South Florida community and in key economic sectors
• Access to high-level decision makers in all areas (media, business, government, politics, civic, philanthropy)
• Experienced in a broad range of business sectors (real estate, technology, entertainment, health care, travel,
media, hospitality, environment, banking and finance)
• Focused on revenue generating activities (brand development, strategic alliances, CRM and TRM)
Media Relations:
Brandthread places media relations strategy at the core of every integrated communications
program. Our specialists, many of them former award-winning journalists, hail from every media
discipline, and excel at matching the right message with the right audience.
We work the way the media do. We have structured ourselves much like a newsroom of a major
news organization so that we can work quickly, globally and 24/7, And we are constantly
evolving to mirror the rapidly changing media landscape.
• Strategy and Message Development • Editorial Campaigns
• Tracking and Analysis • Media Training
• Audience Targeting • Media Tours
• Op-ed Development and Placement • Media Material Development
• Audits • Database Development and Maintenance

11. 6.1

12. Brandthread, Inc.
10110 USA Today Way
Miramar, FL 3302
Direct: 954.294.2841
Fax: 954.337.2348
http://www.brandthread.com
john@brandthread.com