Speed-to-market, creative excellence and integrated technology drive direct marketing success in NYC
As a rising creative star leading effective and memorable campaigns for the most respected ad agencies in New York City, Kathy Fable understood how to craft communications to boost everything from consumer brands like Minute Maid orange juice and Braun shavers, to business products and services from Citibank to Xerox. So just before her 27th birthday, she decided to abandon the big-agency scene and leverage her solid reputation for killer creative, taking her big-brand experience to large companies headquartered in the heart of her hometown, New York. Quinn Fable Advertising was born in 1988, with a roster of impressive clients before the doors opened.
With great success in the first few years, it came time to turbo-charge the agency’s capabilities beyond just strategy and creative. Fable expanded the agency’s technology capabilities and began developing a suite of tools to track time, manage brand assets, empower sales forces with email and print-on-demand — and more. Each Quinn Fable technology solution could be white-labeled and easily adjusted to meet the needs of every client on every brand. “The fact that we could impact the creative and then provide digital tools to distribute creative globally really set us apart.”
Quinn Fable powers brand with technology
As traditional advertising transformed to a whole new digital environment, Fable integrated every campaign with the firm’s trademarked digital tools. “For the first time, our clients had sound strategic thinking, excellent creative and the ability to turn on campaigns with incredible speed. Because our team includes software engineers, Web designers, mobile app engineers and traditional art directors and copywriters, we’re a unique agency that can bring solutions to life fast — and on brand.”
“One of our technology solutions, Quinn Fable Brand Authority, is an easy-to-use tool that puts every type of brand asset, such as logos, photography, iconography, even sales presentations, in one digital place,” says Fable. Not only is this solution used by many Fortune 500 companies, it also enables global distribution, tracking and monitoring of digital assets in 14 countries globally, for a major software manufacturer.
Fable has succeeded with so many clients by looking beyond the project at hand. Like many Quinn Fable clients, Girl Scouts of the USA had a simple sales offering of a new bundle of products for each level of Girl Scouts. Instead of just doing a simple direct mail campaign, Quinn Fable blended traditional direct mail with a highly personalized online response portal, and then added email-on-demand and print-on-demand tools to allow troop leaders to share in-depth information with parents and Girl Scouts alike. “For the first time, GSUSA corporate could communicate digitally with councils, as well as troop leaders — and the parents or guardians,” she says.
While Fable’s unique sense of creative is stamped on every client initiative, it’s the ability to think differently and leverage technology that has defined Quinn Fable for the next platform of communications. “Now everything we do is designed for the digital channels preferred by each target market. The changes coming with mobile consumption will be as impactful as the arrival of computers on every desk!” says Fable. “And being in the heart of New York City, where technology leadership is exploding, is such an amazing advantage.” The agency world, like every other industry, is undergoing a revolution of change — and Quinn Fable is helping define the next generation of communications.
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