“These promotions reflect our focus on the two most important elements of client management – developing strategies that change consumer behavior and fostering brand engagement,” said Kathy Selker, President and Chief Executive Officer.

Chief Strategy Officer

Brian Newberry has been tapped as Northlich’s first Chief Strategy Officer.  As the architect of Northlich’s proprietary strategic planning approach, Rehavior™, Newberry will be responsible for leading strategic planning, insight development and analytics for all clients and media channels. He had previously served as the agency’s Chief Brand Engagement Officer.

Newberry is a 25-year advertising and marketing veteran who specializes in creating campaigns that drive measurable behavioral change.  His constant quest for new ideas and behavior changing strategies has revitalized brands like Long John Silvers, Bird’s Eye Foods, Motrin IB, TheraFlu, Gorton’s Foods and General Mills.  He was the strategic leader of the highly successful stand campaign, which empowered anti-smoking activists to reduce tobacco use in Ohio by 40 percent in five years.  Prior to joining Northlich in 2002, Newberry worked for nationally recognized agencies Doner, The Gotham Group and Publicis.  He has also served as Vice President of Marketing for OfficeMax, where he developed the strategic blueprint that turned a start-up division into a $120MM cash cow in just 18 months.

Newberry serves on the board of the Cincinnati Symphony Orchestra and holds a B.A. in Journalism from the University of Georgia, Grady College of Journalism.

Vice President, Director of Brand Engagement

Angie Fischer has been promoted to Vice President, Director of Brand Engagement.  In this new role, she will lead all agency brand engagement communications.  She had previously directed Northlich’s health care professional communications to dermatologists, veterinarians and health care educators for consumer brands including Olay, Head & Shoulders, Gillette, Always, Tampax and Iams.  

Fischer is a 14-year marketing and brand engagement veteran who specializes in bringing unique customer insights to life.  Prior to joining Northlich in 2009, Fischer served as an account director at GyroHSR, where she managed integrated marketing campaigns for the agency’s largest accounts — First Data and Bright House Business Solutions.  She also helped establish the HSR Business-to-Business office in Chicago as a group vice president.  Fischer has extensive digital experience and has worked for nationally recognized companies; Broadbase, E.piphany Inc. and Bridge Worldwide.

She holds a B.A. in Psychology from Harvard University.

The Central Ohio PRSA annually recognizes exceptional public relations programs created by professionals from central Ohio.

“These awards exemplify the trust our clients give us to design programs that change behaviors,” said Frank Moricca, vice president and general manager of Northlich’s Columbus office. “Successful public relations strategies like these produce results and strengthen integrated marketing communications programs”.

In addition to the Best of Show, Northlich received three PRism Awards:

• Web Site (Profit) – White Castle Web Site Redesign – www.whitecastle.com
• Marketing Communications for New Product or Service (Nonprofit) – Pelotonia Marketing Communications, The Ohio State University Comprehensive Cancer Center – Arthur G. James Cancer Hospital and Richard J. Solove Research Institute (OSUCCC-James)  
• Newsletter, Three Colors or More (Nonprofit) – Ohio State’s Ross Heart Hospital HeartSmart E-newsletter

Northlich also received an Award of Excellence for its social media campaign chronicling breast cancer patients for the OSUCCC-James.

In 2009, Northlich won Best of Show for its PRoject U marketing communications program for the former state-funded stand / DEBUNKIFY programs.

About Northlich

Northlich is a brand engagement agency specializing in Rehavior™, our proprietary approach that changes not simply perception, but behavior. We do this by connecting people with brands however, whenever and wherever they choose for leading marketers around the world. Northlich is headquartered in Cincinnati with offices in Columbus and Cleveland. For more information, visit www.northlich.com.

Ann Mowad joins Northlich as a management supervisor in the Health & Wellness Village in Columbus, working with clients including The Ohio State University Medical Center, Cardinal Health and St. Francis Health Center. She brings 17 years experience in healthcare marketing and communications to Northlich, specifically helping brands deliver messages and changing the perceptions of consumers, physicians and other constituent groups. Ann is a proud graduate of The Ohio State University where she earned a B.S. in Medical Communications and Franklin University where she graduated with an M.S. in Marketing and Communications.

Northlich has hired Damon Smith as an account supervisor in the Influencer Village. With 10 years experience in the interactive marketing and consumer relationship marketing arenas, he will be leading the IAMS professional influencer program. Prior to joining Northlich, Damon began his advertising career at Bridge Worldwide where he spent eight years in account management working on P&G accounts for brands such as Bounty, Charmin, Luvs, Pringles and the brandSAVER program before becoming a CRM planner for Abbott Nutrition, working with the Similac, Pedialyte and PediaSure brands to help drive consumer engagement for the brand’s CRM programs. Damon is a graduate of Ohio University where he received his B.A. in Communications.

Betty Hull joins Northlich on a part-time basis as a senior public relations consultant working on many of the agency’s public affairs and corporate communication initiatives, including crisis communications; community, business and regional development projects; executive media training and messaging; as well as supporting new business development efforts. She brings more than 13 years experience providing communications, media, government relations and strategic consulting support to Northlich. She currently serves on the Board of Trustees for the Tall Stacks Commission, the East Walnut Hills Assembly and the Kidney Foundation of Greater Cincinnati, where she is the incoming Chair. Betty graduated from Miami University with a B.A. in Political Science and a minor in Law and Commerce.

Northlich has hired Myco Nguyen as an assistant account manager in the Retail Village, working on client services for Long John Silver’s and the Ohio Lottery Commission. She has held various internships in direct marketing and communications roles, serving clients such as Bath & Body Works and The Lubrizol Corporation prior to joining Northlich. Myco graduated from The Ohio State University with a B.A. in Strategic Communications and a minor in French for Professionals.

Maria Reithman is Northlich’s newest assistant account manager in the Health & Wellness Village in Columbus. She will be supporting clients such as The Ohio State Medical Center and Cardinal Health.  A versatile marketing communications professional, Maria held multiple internships at various agencies throughout Columbus, serving clients such as Premier Health Partners, Cardinal Health and CARE pharmacies before joining Northlich. Maria graduated Summa Cum Laude from The Ohio State University with a B.A. in Strategic Communications and a minor in Design.

About Northlich

Northlich is a brand engagement agency specializing in Rehavior™, our proprietary approach that changes not simply perception, but behavior. We do this by connecting people with brands however, whenever and wherever they choose for leading marketers around the world. Northlich is headquartered in Cincinnati with offices in Columbus and Cleveland. For more information, visit www.northlich.com.

CINCINNATI (February 25 2010) – Northlich, a leading brand engagement agency, has named Lisa Fiessinger as its new chief financial officer. Fiessinger will oversee the agency’s accounting, finance, human resources and contract management departments, and provide strategic oversight to improve efficiencies across the agency as it grows its presence nationally.

Fiessinger started her finance career at GE Aircraft Engines in their Financial Management Program and spent 10 years working her way up through the company. She spent the next 14 years in financial, quality, client and operational roles at the leading global financial services business, GE Capital. Most recently, Fiessinger was COO/CFO of Warmbat Australia, a privately-owned shoe company where she set up the company’s first manufacturing solutions to improve quality control and implemented a new e-commerce program and site.

As a senior manager of regional operations for GE Capital, Fiessinger oversaw a $130MM operating budget to manage facility managers across numerous domestic and international sites. She was named Project Champion for new site developments in the Philippines, Monterrey and Guatemala, with investment spends of over $20 MM. In her prior posts with GE Capital, Fiessinger was recognized for implementing new reporting systems that lowered costs and improved efficiencies.

“Lisa’s accomplishments with global companies and strategic financial management make her an excellent fit for Northlich as we continue to identify aggressive growth opportunities,” said Kathy Selker, CEO and president of Northlich. “I’m thrilled she has joined our established executive team.”

Fiessinger is a Six Sigma Certified Master Black Belt and proudly serves as the board president for Our Daily Bread. She lives in Mason with her husband and can be found at numerous Wittenberg or Moeller sporting events supporting her two athletic sons.  

Learn more about Lisa on LinkedIn.

Mark Willis Leads Agency’s New Approach to Connecting with Consumers                                            

CINCINNATI (February 10, 2010) – Northlich, a brand engagement agency, has named Mark Willis as its new Chief Conversation Officer, where he will oversee the agency’s Public Relations, Social Media and Connection Planning departments. The agency also continues to grow with the addition of eight new staff members in its Cincinnati and Columbus offices.

Recognizing that communication channels and technologies are emerging rapidly and often, Northlich’s approach to brand engagement continues to evolve to meet the needs of today’s marketers. As the new Chief Conversation Officer, Willis leads efforts to ensure the collaboration of both traditional and new-media public relations efforts, including social media, and the agency’s new Connection Planning department, formerly known as media buying and planning.

“Northlich continues to offer the traditional services one would expect from an agency that has been providing Public Relations solutions for 60 years. The evolutionary difference is that we offer unique capabilities that mix media strategies, public relations, online participation and brand engagement that will connect and converse with consumers in a powerful and meaningful way,” says Mark Willis, Chief Conversation Officer at Northlich. 

“As consumers, bloggers and other online influencers continue to shape the marketing communication landscape, our highly-respected PR team has aggressively taken a stance on how these “resident marketers” can become an integral part of all communication campaigns.”

Willis joined Northlich as VP and General Manager in 2006 from Fleishman-Hillard. Willis brings 25 years of experience in integrated marketing with clients that have included Procter & Gamble, Macy’s, The Ohio State University Medical Center, AT&T, Bayer Animal Health, Big Lots and FedEx.

Northlich’s New Connection Planning Department

Northlich’s new Connection Planning team will be managed by the recently hired VP/General Manager, Clyde Boyce. In his new role, Boyce will instill Northlich’s new approach that evaluates media based on its ability to efficiently and effectively connect with the target audience, while looking for the most optimized channel synergies.

Boyce has more than 33 years of experience in marketing and media across broadcast, print and digital media. Prior to joining Northlich, Clyde led efforts for the launch of Travelocity and the award-winning digital program for Jack Daniels.

He brings insight from several categories, including travel and hospitality, restaurants, homebuilding, technology, finance and packaged goods. Clyde has served as the lead media strategist for many nationally-recognized brands including La Quinta, Marriott, Wyndham, Ritz-Carlton Hotels, Ryland Homes, Ericsson Telecommunications, Daisy Brand Sour Cream and numerous Brown-Forman brands.

“Clyde has already proven that it’s not just about securing the best outdoor or print buy – it’s about providing a powerful mix of traditional and digital strategies and assets that will ensure a brand becomes a larger part of consumer’s lives,” says Willis. “We are thrilled that he is leading our established team of media strategists with his passion and knowledge for the business.”

New Associates in Cincinnati and Columbus Offices

Northlich hired Ann Mowad as a management supervisor in the Health & Wellness Village. She brings more than 17 years of healthcare marketing and communications experience to the team. After nine years at The James Cancer Hospital, Ann joined the agency, Fahlgren, where she worked with clients such as Ohio State University Medical Center, Eli Lilly, Nationwide Children’s Hospital and Central Ohio Primary Care.

Jessica Kahan joins the Columbus office as an account supervisor in the Health & Wellness Village. She brings more than 12 years of extensive advertising, marketing and communications experience managing brands such as Citibank, The US Postal Service, American Foundation for the Blind, Anthem BCBS, Bite Golf, The Columbus Blue Jackets and Lane Bryant. With more than four years spent on healthcare clients OhioHealth and Aultman Hospital, she will join Northlich’s Ohio State University Medical Center team.

Heather Smith joins Northlich as a copywriter in the Influencer Village. She brings insight from both sides of the pen from writing as a CityBeat dining editor to an assistant professor of professional writing at the University of Cincinnati. She has extensive experience as a medical and technical writer, and has held positions at Bridge Worldwide and Holland Communications, working on brands including Procter & Gamble, Abbott Nutrition, Neutrogena, Fisher-Price, Ethicon Endo-Surgery, University of Cincinnati and KnowledgeWorks Foundation.

J.P. Kinerk joins Northlich as a copywriter in the Retail Village. Prior to Northlich, he spent time as a production assistant on the popular “The Jerry Springer Show” and with Indianapolis Motor Speedway Productions. He previously worked at WonderGroup Inc. where he helped to create award-winning creative for Conagra Foods, Airheads, Kellogg’s, Topps Baseball Cards, Evenflo, Dean Milk and Cincinnati Bell.

Northlich hired Terry Dillon as a copywriter in the Retail Village. He has worked on several TV productions including “The Big Bang Theory,” “Two and a Half Men” and “That ‘70s Show.” Prior to Northlich, he wrote for NBC.com’s Web series “CTRL” and served as a researcher “Theme Time Radio Hour with Bob Dylan.” He is a graduate of Franciscan University.

Jacob Broderick joins the agency as a search marketing strategist. He joins Northlich’s esteemed digital team bringing expertise in search engine optimization (SEO), search engine marketing (SEM) and analytics for B2B and B2C clients. He most recently was a digital business platform project manager at Procter & Gamble, where he was responsible for managing interactive efforts, social media, e-mail, maintenance and operations, and Web development.

Trey Harness rejoins Northlich as an account supervisor in the Retail Village. He brings experience from a variety of consumer marketing programs and initiatives for previous clients including Finlandia Vodka, Humana, Old Spice and Noxzema, TriHealth hospitals and Clopay. His passion for brand strategy development has brought him back to Northlich, where he will help clients such as Long John Silver’s develop innovative campaigns that drive sales and increase transactions.

Northlich and MRSI Release Research Results to Define the New Next Normal

CINCINNATI (January 19, 2010) – Northlich and Marketing Research Services, Inc.  (MRSI) announced today the availability of its highly-anticipated qualitative and quantitative research study results, which uncover today’s consumer grocery shopping attitudes and behaviors triggered by the recession and their implications for the future. As part of Northlich’s study to define the “New Next Normal” for the future grocery shopper, these findings will offer marketers across the nation key insights to re-strategize their engagement campaigns.

 “These findings have major implications for today’s marketers and beyond,” said Brian Newberry, Chief Marketing and Strategy Officer at Northlich. “It’s no surprise that the landscape of marketing will change drastically as a result of consumers’ attitudes and behaviors, but our goal is to help businesses understand how to utilize these insights to reshape their strategies.”

In early October 2009, Northlich and MRSI engaged in discussions with consumers ages 18-64 to uncover their grocery shopping habits before and during the recession. This study aimed to gain key insights around which of these behaviors would survive post-recession.

The research findings from Northlich and MRSI suggest that in an effort to reduce expenses, 80-90 percent of consumers have developed grocery shopping habits they are considerably proud of. Furthermore, these behaviors will remain constant, regardless of how the economic situation may be impacting their peers and the nation’s consumers.

While marketers everywhere are challenged with understanding today’s consumer shopping habits, Northlich’s findings specifically address how the consumer value equation has changed, how shopping habits differ among generations, shifts in brand loyalty and decisions made in-stores.

“Northlich’s strategic insights team has identified several underlying motivators that influence consumers’ selections of brands,” said Newberry. “We invite companies to utilize these insights to help influence behaviors and create meaningful and relevant connections between their brands and consumers.”

Individuals or companies interested in obtaining a copy of Northlich’s research results and learning how these findings can influence brand strategies should contact Ashley Walters at (513) 762-1783 or awalters@northlich.com.

Northlich is nationally recognized for Rehavior™, its proprietary approach to understanding and changing existing behaviors, as well as establishing new behaviors that have a direct impact on brand growth. To learn more about Rehavior and how this approach has helped brands combat the changing consumer landscape visit www.northlich.com.

To learn more about the New Next Normal, follow us on Twitter, visit us on LinkedIn or watch us on YouTube.

Northlich and Ample Launch New Consumer-Centric Website for White Castle Featuring User Generated Content by America’s Biggest Slider Fans

Website features social media and a breakthrough store locator

CINCINNATI (December 8, 2009) – Northlich, a brand engagement agency and Ample, a boutique digital agency, launched a newly redesigned website for White Castle® featuring user generated content (UGC) from popular social media networks like YouTube and Flickr, as well as an interactive store locator using Google Map technology.

“We wanted to create a website that demonstrates White Castle’s passion for its consumers as much as its own brand,” said Jeffrey Warman, Executive Creative Director at Northlich. “Using the latest technology, functionality and a sleek design, we created a user-friendly space for White Castle fans to engage with the brand.”

Northlich partnered with Ample to collaboratively develop an engaging site leveraging White Castle’s massive cult following and existing online conversations. Together, the two Cincinnati-based digital experts identified the most user-friendly tools and web design that would ensure a more intuitive and streamlined content flow across the entire website.

“We are so pleased with Northlich’s and Ample’s ability to create this seamless website that tells our brand’s story and spotlights White Castle’s most important asset – our customers,” said Kim Bartley, vice president of marketing for White Castle.

The new website pulls together recently posted fan photos and humorous videos directly from consumers’ personal YouTube and Flickr pages. Next, White Castle works with consumers to gain their approval to share this content on the brand’s new website. In the coming months, the brand will host frequent social media driven promotions to encourage continuous submissions of fun and fresh UGC.

White Castle also challenged the agencies to create a store locator that excelled beyond the norm. Now, users can search for a restaurant using numerous search options, including major landmarks, street intersections, neighborhoods or zip codes. Powered by Google Maps, the new store locator even shows an actual street view of the White Castle with complete directions to the restaurant.

The entire site was overhauled to better engage consumers on every page. Content was rethought and created to better connect with White Castle fans. Also, basic features including the contact us form, help desk and White Castle menu were moved to the main page to ensure an optimum user experience for anyone that finds themselves on the site.

Most recently, Northlich designed and launched web projects for clients including American Greetings, the Ohio State University Medical Center and the Ohio Lottery Commission.

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About Northlich

Northlich is a brand engagement agency specializing in changing not simply perception, but behavior. On the tube, in the paper, online or on the street, Northlich engages people with brands however, whenever and wherever they choose to engage for leading marketers like P&G, Yum! Brands, American Greetings, Birds Eye and others. Learn how at www.northlich.com.

About Ample

Ample is a creative agency that develops conversations between brands and consumers. With a focus on developing relevant online experiences, Ample has helped both startups and fortune 500 companies engage their customers in a meaningful way. See their recent work at www.helloample.com.

CINCINNATI (December 3, 2009) – Angie Fischer has been named as a new engagement director at Northlich, Cincinnati’s leading brand engagement agency with offices in Columbus and Cleveland.

Fischer brings more than twelve years of strategic planning and holistic brand building experience to Northlich. In her new role, Fischer will manage Northlich’s Influencer Marketing Village, a client-centric business unit focused on ensuring that brands win professional recommendations to gain credibility among consumers.

Prior to joining Northlich, Fischer was account director at GyroHSR, where she managed branding and interactive efforts for clients including First Data and Bright House Business Solutions. She also served as group vice president of HSR Business to Business in Chicago, where she oversaw a comprehensive portfolio of accounts including USG, Baker Hughes INTEQ, Motorola and SIRVA. While working in the Cincinnati HSR office, Fischer created integrated campaigns for clients such as Kodak, Convergys, AK Steel and Cincinnati Bell.

Fischer’s roster of interactive experience includes household brands such as Procter & Gamble’s Bounty, Charmin and Puffs. She also has successfully redesigned and launched innovative websites for Noxzema, Folgers and Pringles.

“Angie’s deep expertise in consumer, trade and professional marketing channels will help shape and broaden the scope of our Influencer Marketing Village, while delivering valuable insights and strategies to our clients,” said Kathy Selker, CEO and president of Northlich. “We are thrilled to add her to Northlich’s team of established thought leaders.”

Fischer is an active member of the Business Marketing Association of Chicago and a volunteer for Stepping Stones Center and Seven Hills Schools. She lives in Symmes Township with her husband and 1-year-old twins.

Learn more about Angie Fischer on LinkedIn.

CINCINNATI (November 23, 2009) – Northlich, a brand engagement agency headquartered in Cincinnati with offices in Columbus and Cleveland, has launched a new holiday advertising campaign for the Ohio Lottery Commission (OLC). The ads play on the nationwide homemade holiday crafts tradition, taking homemade gifts to a new level in an engaging and humorous way.

The campaign titled, “Makin’ It Fun with Maggie,” features Maggie, an eager arts and crafts enthusiast who encourages Ohioans to consider lottery games as stocking stuffers and gifts during the upcoming holiday season. The advertisements will specifically promote three of the OLC’s product lines, including its Holiday instant games, EZPLAY Games and the New Year’s Raffle ticket.

As part of the holiday campaign, Northlich has developed two :30 and three :15 TV commercials, four radio broadcast spots and print point-of-sale collateral. The ads feature Maggie sprucing up individual OLC tickets with her own personal touch – transforming each one into the perfect gift for loved ones. Northlich also designed a web page for Maggie, so she can share more of her arts and crafts ideas with shoppers across the state. Visit www.ohiolottery.com/FunGifts to learn how to make her crafts with Ohio Lottery holiday games.

Maggie will also make three live appearances in Cleveland area malls to promote her crafts made with Ohio Lottery holiday tickets. She will conduct interactive demonstrations, teaching shoppers how to dress up a lottery ticket to become whimsical ornaments and the perfect gift. Shoppers can also purchase Ohio Lottery tickets at these same malls during the busy shopping season.

Jeffrey Warman, executive creative director at Northlich says, “We believe this campaign will inspire Ohio’s shoppers to pick up a lottery ticket as a great holiday gift. And with some crafty creativity and Maggie’s help, they can personalize it in an affordable way.”

CINCINNATI (November 11, 2009) – Frank Moricca has been named vice president and general manager of the Columbus office for Northlich, a leading brand engagement agency with offices in Cincinnati and Cleveland.

Moricca brings more than two decades of marketing and brand engagement experience to Northlich. In his new role at Northlich and as part of the agency’s executive team, Moricca will lead the Columbus office, be responsible for the continued growth in Central Ohio and beyond, and provide strategic support to Northlich’s Health and Wellness practice area for clients including Ohio State University Medical Center and Cardinal Health.

Most recently, Moricca served as senior vice president and director of client services of Fahlgren, where he managed the marketing and interactive work for a number of consumer, retail and health care clients, and successfully conceived the agency’s Experiential Marketing Group. He also managed extensive teams serving automotive aftermarket, consumer products, and retail assignments for clients including NAPA, Cooper Tires and Dana Corporation; Valley Fresh and Rich Foods; and Arby’s, McDonald’s, American Signature Furniture and United Bank.

Moricca’s roster of health care experience includes both renowned and household names including Roswell Park Cancer Institute, DuPuy Ortho, Cardinal Health, Nationwide Children’s Hospital and OhioHealth’s Riverside Methodist and Dublin Methodist Hospitals.

“Frank has a true passion for our industry and a keen sense of curiosity that keeps him ahead of our industry’s trends,” said Kathy Selker, CEO and president of Northlich. “His expertise and leadership, particularly in the retail, consumer and health care industries, will continue to strengthen our presence in the Columbus business, philanthropic and agency community.”

Moricca is active in the American Association of Advertising Agencies and a member of its Heartland Council, is a member of the Society for Healthcare Strategy and Market Development and serves on the board of directors for the National Kidney Foundation of Ohio.

Learn more about Frank Moricca on YouTube or contact him directly through LinkedIn.