nasl soccer ball

North American Soccer League Develops Brand with Tampa Agency

The North American Soccer League — the men’s professional soccer league that includes the Tampa Bay Rowdies — has enlisted EraserFarm, a newly formed Tampa advertising agency, to help establish its brand.

As NASL’s agency of record, EraserFarm wants to make the New York City-based sports organization as recognizable as its 10 soccer teams, said Managing Director Cindy Haynes.

“A lot of people know the teams in the league and they want to support that community feeling,” Haynes said. “We want to create something where NASL is as known to consumers as the teams themselves.”

Haynes, James Rosene and Margaret Mariani — all former employees of 22squared — founded the creative advertising and strategy agency earlier this year. Haynes most recently was senior vice president of marketing for Front Burner Brands, the Tampa-based parent company of The Melting Pot, GrillSmith and Burger 21.

EraserFarm provides strategic, digital, design and social media services. In addition to NASL, its initial client roster includes PowerStories Theatre in Tampa, Scarlett Begonias Coffee Roasters in the Miami area and Safeguarding a Future for Africa’s Elephants, a nonprofit campaign based in New York City.

Connectivity Marketing of St. Petersburg provides media buying and planning services for NASL.

– Featured in the Tampa Bay Business Journal. Written by Margaret Cashill.

Eraser farm logo mockup

Top Marketing and Ad Executives Join Forces to Launch New Creative Agency in Tampa Bay

Three of Tampa’s top marketing and advertising professionals, James Rosene, Margaret Mariani and Cindy Haynes, have united to cultivate new brand strategies with the launch of EraserFarm, a creative and strategy based advertising agency located in Tampa. “We’re excited that we’re all finally in a place in our lives to go for it and make this venture a full-time focus,” said Cindy Haynes, managing director of EraserFarm. “Our varied backgrounds and diverse client base will enrich the services we are able to offer companies as we strive to be the game changer they need and help them grow. There is an opportunity in the market, and we hope to bridge that gap.”

James Rosene, creative director and partner, hails from previous experiences with DDB, Temerlin and 22squared. Along the way, he built award-winning brand campaigns for clients such as Buffalo Wild Wings, Lincoln Financial Group, Publix Supermarkets, The Tampa Bay Lightning, Toyota, PODS and Celebrity Cruises. He has received recognition for his work with The Effies, Communication Arts and The One Club for Art and Copy.

Margaret Mariani, brand strategist and partner, worked at top agencies such as McKinney, The Martin Agency, GSD&M and 22squared. She helped brands like AT&T, Audi, SONY, Land’s End and L.L.Bean grow market share while building meaningful relationships with consumers. She has extensive experience in brand positioning, consumer dimensionalization and engagement planning. As an advocate of the consumer, she is passionate about helping brands find relevance in this increasingly cluttered world.

With over 25 years of leadership across retail, integrated advertising and marketing platforms, Cindy Haynes, managing director and partner, is the former senior vice president of marketing for Front Burner Brands, restaurant management company for The Melting Pot (national fondue franchise), Burger 21 (fast casual burger franchise) and GrillSmith (regional full-service concept). Prior to joining Front Burner Brands, she was a senior vice president at 22squared where she managed clients including Shoe Carnival and Publix Supermarkets by developing branding, traffic and sales-driving campaigns. Haynes also managed accounts such as McDonald’s, Dollar Rent-A-Car and Melitta by creating custom promotions and programs that transitioned national advertising into local store marketing.

EraserFarm clients include the North American Soccer League, PowerStories Theatre, Safeguarding a Future for Africa’s Elephants (SAFE) and Scarlett Begonias Coffee Roasters. For more information about EraserFarm and its services, visit

About EraserFarm EraserFarm is a modern creative advertising agency headquartered in Tampa, Fla., that produces game-changing work to help companies grow. Through its strategic, digital, design and social disciplines, EraserFarm offers a variety of innovation-driven amenities to provide a strong return for clients.

Featured in the Tampa Bay Newswire

philips research icat faces

Joyful for Great Creative

The backbone of every great piece of advertising is a clear messaging strategy. While the heart of every great piece of advertising is emotion. Great advertising makes you feel something. Be it anger, sadness, joy, fear, excitement – whatever the emotion, the best advertising makes you feel. And this feeling is what motivates you to take action.

It’s science. Natural human behavior. Action and emotion are deeply intertwined. The word emotion is derived from the French word émouvoir which is based on the Latin emovere in which movere literally means to move. Not surprisingly, motivation is also derived from the word movere. So when an emotion is triggered in your brain, you’re instinctively moved and certain thoughts enter your mind. As much as we want to believe that we are thinking people that feel, we are, in all actuality, feeling people that think. I believe it was Daniel Kahneman that once said, “We think much less than we think we think.” Most of the time our decisions are informed by our emotional response. Not the other way around. Emotion is almost always the driving force behind motivation.

So in this season of giving, here are a few ads that not only have a clear messaging strategy but also have the power to make you feel — and thus the power to move.


Procter & Gamble, Thank You, Mom


Nike, Find Your Greatness


Crisis Relief Singapore, Liking Isn’t Helping