Andrew Montgomery got an early start in marketing by collecting Wacky Packs – parody stickers of our country’s most revered brands. He still has them. From this early beginning, Andy was captivated by the power of brands and how their power influences the market in their favor. Going forward, Andy then honed his marketing instincts with an MBA from the Carlson School of Management followed by a successful career in advertising before serving as Director of Marketing for Zyman Group.

While working for Sergio Zyman at Zyman Group (internationally renowned marketing guru and first global CMO for The Coca-Cola Company), Andy saw how surrounding issues that mattered to the target audience, rather than relying on traditional awareness programs alone, better dimensionalized Zyman Group’s reputation and expertise in a relevant, helpful way.  Plus, it swayed the market in Zyman Group’s favor, opened doors for new business and bent client decisions the firm’s direction.

These experiences made it clear that brands succeed by being relevant, not just known. From this perspective, Andy created a proprietary communications platform based on relevancy, not awareness, as the key driver and fundamental premise to marketing success.