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.

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