giant cup of coffee

It's the Size of the Idea, Not the Agency

The idea is king. If you ask me, and you didn’t so I’m going to write it anyway, it doesn’t matter whether the agency that comes up with the “big idea” is a huge shop with offices on 4 continents or a 5-person shop in Oklahoma. Or in this case Tampa. The truth of the matter is that big ideas are more important to marketers than the size of the agency. At least I would hope so. I am optimistic of that notion however. Recently, Pacific Life called us to work on a very large TV assignment and the experience on both sides was tremendous.

“Working with EraserFarm was an enjoyable and positive experience for Pacific Life. They gave us the opportunity to work with their creative thinkers on our brand advertising campaign project.”

-Milda Goodman, Assistant Vice President, Corporate Advertising, Pacific Life

The ideas were what they wanted. All that other stuff didn’t matter. Now don’t get me wrong, I’m not saying the resources a large agency offers aren’t incredible. They very much are. But at the core of everything we do is the idea itself. One person or 3 can come up with ideas just as big and powerful and innovative as a team of 20. You just need to put in the extra work, jump off from a smart strategy and tap into a relatable human truth. A buttload of coffee might not hurt either.

That said, as a partner in a new shop just over a year old, we have run into that proverbial wall of being perceived as too small by clients, some that aren’t even that large themselves. Certainly not as large as a global company like Pacific Life. Conversely, I recently read an article in Forbes in which Will Burns so eloquently stated “There are legions of creative people who go to work every day at big agencies, they win awards, they get paid, they go home. But then there are the creative people who are not only proven creative-firepower, but have the guts to start a company. That’s the kind of creative person you want in your foxhole. Someone who’s willing to put it all on the line for him or herself, and, therefore, for your brand.” I couldn’t have said it any better. And obviously I didn’t. But, make no mistake, this marketing agency will be in that “foxhole” fighting tooth and nail for every client in there by our side.

So raise a glass (or a coffee mug) and let’s salute the power of ingenuity, perseverance and creative thought. Let’s salute the big idea. No matter where or who it comes from.

child holding stuffed animal

EraserFarm Teams with Central Florida's Health First

Health First, a Brevard-based not-for-profit integrated delivery network, has engaged EraserFarm for brand positioning and strategy. The agency will be responsible for developing a creative strategy that blends across multiple platforms resulting in a cohesive brand campaign for the growing healthcare and wellness organization. The transformation is expected to launch in Winter 2015.

Although boutique in size, Tampa-based EraserFarm brings big agency experience and ideas to each of their campaigns. The partnership with Health First represents their first foray into the health/medical industry, and expands their reach across the state of Florida. It is another remarkable signing in the agency’s young, but accomplished, history.

“We couldn’t be happier about our new partnership with Health First,” stated Cindy Haynes, Managing Director and Partner of EraserFarm. “We’re excited to combine our passion for strategy-based storytelling and their commitment to excellence in health and wellness. We are confident that our approach will result in a more cohesive and impactful consumer-focused brand perception.”

Since 1995, Health First has continued to grow its footprint in Central Florida. It currently represents four hospitals, including Brevard’s only Level II trauma center, more than 13 different outpatient services, as well as a wide selection of health insurance solutions. The new creative will aim to embody Health First’s commitment to high quality customer-centered care.

EraserFarm’s history of client successes and ability to develop creative that resonates with the consumer are at the heart of the firm’s exciting trajectory of working with large-scale brands. The agency recently completed a creative project with Pacific Life Insurance that further reinforces their stance that it isn’t the size of the agency, but the size of the idea, that brings ultimate success to any campaign.

About Health First
Founded in 1995, Health First is Central Florida’s only fully integrated delivery network (IDN) and employs more than 8,000 associates. The integrator of its IDN is Health First Health Plans offering a wide variety of health insurance options across Central Florida. In addition it operates four hospitals (Health First’s Cape Canaveral Hospital, Health First’s Holmes Regional Medical Center, Health First’s Palm Bay Hospital and Health First’s Viera Hospital) and is home to Brevard County’s only Trauma Center. Health First Medical Group is the largest multi-specialty physician group on the Space Coast. Health First also offers numerous outpatient and wellness services, including Health First Aging Services, four Health First Pro-Health & Fitness Centers and Home and Hospice care. Visit for more information.

About EraserFarm
EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the Strategic Property Partners, Kinney Fernandez & Boire P.A., Intrepid Powerboats, Carmel Kitchen and Wine Bar, and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

question Dwight from the office

8 Questions to Ask Before Creating a Brand Mascot

Recently we were asked to share our point of view on developing brand mascots (aka brand characters). Rather than just keep this info in a safe, we thought it could be of use to others out there who may be questioning the same topic.

There’s no simple answer. When used appropriately, brand mascots can be developed into a highly efficient marketing asset. They can:

  • Humanize a brand
  • Amplify emotional connections
  • Drive brand differentiation
  • Be a cue for quick brand recognition

The most successful brand characters – Geico Gecko, Travelocity Gnome, Progressive Flo, Chick fil A Cows – are conceived from a branded creative idea that’s grounded in sound strategy. Without this foundation leading mascot development, your brand mascot will just become a mass cost.

So before investing on a brand mascot ask the following 8 questions:

  1. Is a brand mascot relevant in your brand category?
  2. Does the tone of the brand – based on the category it lives in –allow for a likable brand mascot?
  3. Would a brand mascot support the brand’s core values, consumer benefits and differentiating brand characteristics?
  4. Would a brand mascot support or oppose your target consumers’ mindset when interacting with your category?
  5. Does the brand mascot have longevity?
  6. Can the brand succeed without a brand mascot?
  7. Can brand memorability be cued with the brand logo rather than a brand mascot?
  8. Could a brand mascot overshadow the brand? Would it distract from the brand, its products and service usage?

intrepid powerboat on water

Intrepid Powerboats and Carmel Kitchen & Wine Bar Choose EraserFarm

Creative Agency EraserFarm Continues its Streak of Signing Top Clients in Florida Market

Tampa, Fla. (January 2, 2015) – Creative and strategy-based agency, EraserFarm, is proud to announce that it has been selected as agency of record for two Tampa-based brands, Intrepid Powerboats and Carmel Kitchen and Wine Bar. The client signings further reinforce the agency’s recent nod by the Business Observer as a company poised for growth in 2015.

As an emerging brand, the recently renamed Carmel Kitchen has quickly made its mark on the casual-dining industry opening locations throughout Florida, and recently one location in the northeast. Since 1983 Intrepid Powerboats has been a leader in their own industry, crafting high-performance powerboats that are uniquely designed for individual owners.

While each client represents very different marketing objectives, they are united by a desire to work with an agency experienced in developing strategic brand positioning and powerful creative, while offering the passion and nimble flexibility that a boutique agency delivers.

“I am excited about the new partnership between EraserFarm and Intrepid Powerboats,” said Intrepid president, Ken Clinton. “One of the many things I took away from my first meeting with EraserFarm’s team was their excellent ability to convey a message, or to tell the story. I believe they are the group to help take us to the next level, to tell our story. I am excited for the future.”

EraserFarm will provide each client with services including strategic and brand planning, social media management and creative development. For Carmel Kitchen, this is a key ingredient in their recipe for successful growth.

“Our extensive experience in successful restaurant and hospitality advertising makes us a perfect partner for Carmel Kitchen,” says Cindy Haynes, Managing Director and Partner of EraserFarm. “It’s an honor to have been selected as the agency who can help deepen brand loyalty, increase brand awareness and drive new trial. We look forward to working with Chris and Alex Sullivan on building the Carmel Kitchen brand.”

About Intrepid Powerboats
Since 1983, Florida-based boat builder, Intrepid Powerboats has been at the forefront of innovation, delivering powerboats that combine performance, comfort and safety in a sleekly designed exterior. Each Intrepid Powerboat is carefully crafted and customized to each customer’s specifications, resulting in a personalized marine craft as unique as the owners themselves. It truly is “One of a Kind. One at a Time.” For more information, visit

About Carmel Kitchen & Wine Bar
Carmel Kitchen & Wine Bar is a restaurant and wine bar that pairs modern Mediterranean cuisine with the freshest local ingredients to create intriguing and flavorful dishes that guests love. The thoughtfully-prepared menu blends perfectly with an extensive variety of bold wines cultivated from around the globe, hosted in an environment that can only be described as intimate and inviting. Experience the adventurous flavors and everyday hospitality of Carmel Kitchen. For locations or more information, visit

About EraserFarm
EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the North American Soccer League, Kinney Fernandez & Boire P.A. and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

Portrait of eraser farm team

Buzz About EraserFarm Continues to Grow

Several years ago, while working at 22squared, Cindy Haynes and James Rosene used to dream about opening their own shop. But they were young, and not ready to take on the risk.

Last summer, when Rosene brought up the idea again, Haynes knew it was the right time. “We were older and more established and ready to take on the responsibility that owning a business really requires,” she says. At the time, Haynes was the senior vice president of marketing for Front Burner Brands, overseeing creative work for Grillsmith, Burger21 and The Melting Pot. Prior to Front Burner, Haynes was a senior vice president for Tampa’s 22squared. Although he freelanced for a couple years, Rosene was previously a creative director for 22squared, building campaigns for clients that ranged from Publix to Buffalo Wild Wings. Rosene introduced Haynes to Margaret Mariani, who would become the third piece to their puzzle, a brand strategist who had worked with brands such as Audi and Polaris. Together, they decided to start EraserFarm, an agency focused on telling brands’ stories, in October 2013. The trio picked the name because they see erasers not as a symbol of a mistake, but rather as a 
tool to find the best solution.

The three partners each focus on different areas. As managing director, Haynes focuses on heading up accounts from both the client and agency side. A writer by trade, Rosene is creative director, and Mariani is the firm’s brand strategist, helping brands find their voice. Having a well-known lead strategist and lead creative work together on every campaign from pitch to execution is what makes the team stand out, Haynes says. That’s not to say it was easy to go from a fat paycheck to nothing, she admits. They each put in cash of their own and found ways to keep overhead to a minimum. This Christmas, Haynes, Rosene and Mariani are paying themselves their first paychecks.

The agency has taken on a lot of project work to demonstrate its worth, in hopes of eventually becoming that prospect’s agency of record. This year the team is working on a project for Jeff Vinik’s real estate team. “A lot of agencies are afraid to take on projects and not securing a monthly retainer,” Haynes says. “But project work helps you build trust with a client. With projects you dig in the messy dirt and you’re able to make a diamond out of a piece of coal.” Because other agencies are unwilling to tread there, it helps EraserFarm build its reputation, she adds.

EraserFarm also differs from its competitors because it doesn’t want to grow too big, Haynes says. Its strategy includes bringing in partners to do specific work for each campaign, rather than hiring tons of employees in-house. It’s not just about keeping costs down, it’s also about knowing how to leverage expertise from outside experts. “We’ll never have media buying in-house,” Haynes says, “We’re experts at what we know.”

It’s one of the things that Haynes credits for making EraserFarm a better partner than a large agency. A lot of times companies are disappointed when the big wigs from an ad agency pitch the winning strategy, and then put a group of recent college graduates on the team to execute it, Haynes says. With EraserFarm, the big wigs, or Haynes, Rosene and Mariani, will have their hands on all projects throughout the process.

“We thank their previous businesses for what we’ve learned on what to do, and what not to do,” Haynes says.
It’s part of the grueling process of picking up clients, Haynes says. To start, EraserFarm started with people the trio knew. The team scheduled hundreds of meetings. “If I can sit in front of someone, I can start a relationship with them,” Haynes insists.

One of the first leads they got was from a personal injury law firm, Kinney, Fernandez & Boire. Haynes remembers thinking, “Oh gosh, another personal injury firm…yuck.” But after a long discussion with the law firm, they realized it wanted something atypical, which is why it chose EraserFarm. The firm selected EraserFarm as its agency of record and is set to release its first campaign in the first quarter.

The team is working with brands such as Carmel Kitchen and Wine Bar, Intrepid Powerboats and the Yankees on campaigns for 2015.

In 2015, the company also plans to continue to build and develop relationships. “You can have a bad campaign or make a mistake with an ad. If you have trust with a client, you can fix it,” Haynes says.

Read more on the Business Observer’s website.

magazine on table

EraserFarm Featured in Archive for S.A.F.E and Dodge Ram

The EraserFarm team is honored to be featured in Lürzer’s Archive.

Lürzer’s Archive has chosen two EraserFarm clients – S.A.F.E. and Dodge – to feature in their publication. Archive puts the focus firmly on the principle of “curatorship of inspiration” presenting only the most interesting new print campaigns, TV commercials and digital designs from all over the world. As an agency that differentiates itself by its hunger to create original, breakthrough advertising that pushes clients further in the black, EraserFarm is proud to be selected by Archive.

Lürzer’s Archive features two EraserFarm clients – Dodge and Safeguarding a Future for Africa’s Elephants

paddington bear

What Paddington Teaches Marketers About Emotional Impact

Have you seen the movie Paddington? Go. You’ll be taken on a most excellent emotional roller coaster that will leave you satisfied and fulfilled.

Advertising campaigns should deliver the same experience. Advertising should take you on a wild (yet strategically planned) emotional ride. Just like a roller coaster. You wouldn’t be strapped up to a bucket on wheels going 0 to 75 in under 5 seconds if it were built on pure gut. Take the necessary time to strategically plan your advertising campaign just like a design team carefully plans thrilling rides that safely twist, turn and plunge 22-stories at just the right points.


Now going back to the power of emotion. Did you know that people who aren’t able to feel emotions aren’t able to make decisions? It’s a fact that decisions are emotional, not logical. And for this reason, effective advertising doesn’t appeal to reason. It appeals to emotion. So when you’re developing your next advertising campaign consider the emotions found along the consumer journey. Plot the emotions along the consumer journey continuum, then tailor campaign messaging to play to each of these emotional pivot points. Be a bit more like that movie about the marmalade-loving bear and take your consumers from a state of wonder to a state of love leaving them satisfied, fulfilled and hungry to tell others about their amazing experience.

Paddington illustration by Timothy Nicholson. Tweet him at @IllustrateShire.

Roller coaster napkin drawing by Margaret Mariani. Planner not artist extraordinaire. Tweet her at @mmariani.

kfb law logo

Kinney, Fernandez & Boire, P.A. Selects EraserFarm as New Creative Agency of Record

Tampa, Fla. – (October 6, 2014) Personal injury law firm, Kinney, Fernandez & Boire, P.A. (KFB Law), has recently named EraserFarm as its creative agency of record. EraserFarm, a Tampa-based creative advertising agency, will provide services including strategic and brand planning, social media management and creative development.

“We have worked on behalf of the Tampa Bay community for many years,” said Manny Fernandez. “We were impressed by the energy and fresh perspective brought by EraserFarm, and believe they will showcase our firm in a reinvigorated manner, while remaining true to the reputation we’ve earned over the years.”

“We are incredibly proud to have been selected by Kinney, Fernandez & Boire as their creative agency of record,” added Cindy Haynes, managing director of EraserFarm. “Our team has a strong history of approaching brands differently, allowing us to produce memorable and business-driving creative. Our forward-thinking partners at KFB Law have presented us with a unique opportunity to flip the traditional methods of law advertising on its head.”

KFB Law and EraserFarm will also work in partnership with Eckley Media for all public relations efforts.

About Kinney, Fernandez & Boire, P.A.

Kinney, Fernandez & Boire, P.A. is a leading personal injury law firm with offices in Tampa, St. Petersburg, New Port Richey, Wesley Chapel and Plant City. For over 25 years, the firm’s team of civil trial lawyers has been dedicated to serving their clients’ best interests while protecting their constitutional rights.

About EraserFarm

EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the North American Soccer League, Kinney Fernandez & Boire P.A. and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

elephants around water hole

EraserFarm Featured in Communication Arts for Campaign to Save African Elephants

Did you know that Africa’s Elephants are on the verge of extinction? If poaching continues at a rate of 35,000 a year, African Elephants will be extinct in as little as 11 years. In the last 50 years alone, have depleted the elephant population in Africa by 90%.

For this reason, we’re excited for the recognition and additional attention our work for a worthy cause, Safeguarding a Future for Africa’s Elephants (S.A.F.E.), has generated. Thank you Communication Arts for featured EraserFarm’s work this great client and cause.

CommunicationArts features work from Florida ad agency EraserFarm

The S.A.F.E. Campaign, a new initiative from The Bodhi Tree Foundation, is dedicated to galvanizing and uniting the tourism industry and travelers to help end the dramatic rise in poaching of Africa’s elephants.