Along with the dramatic changes we are all seeing within the social and technology areas, are new and exciting approaches to marketing with the recognition that the old way of doing things does not work. With this mindset, Evident’s approach is focused on acceleration of the ‘brand’ component, digging for the deeper differentiator, then evangelizing and messaging creatively those components that will set the brand apart. With our partnerships across various disciplines, we look to pinpoint and optimize the audience that will serve the client best, both in terms of expenditure and effectiveness. And then act upon that information to direct marketing and promotional tools in that specific subset.
Identify and work alongside influencers and tastemakers to affect the brand’s perception within those communities.
Look to create the ‘superfan’ who is then an advocate for furthering the messaging and opening up dialog about the brand.
Leapfrog on this early influencer momentum to expand reach and influence. This momentum creates a fear of losing out from the non-subset customers, who are then ‘persuaded’ to participate due to these external social pressures.
Marketing has changed
Our Business Model
We have a compensation model that is highly focused on results with shared upside and four flexible components based on goals that can be evaluated for each client:
Highly discounted in favor of results-driven upside compensation.
We have over 50 years combined experience in the industry.
CEOTom is an accomplished expert branding and entertainment executive with over 20 years experience in all facets and functions of these businesses. Tom initially formed E-Branded (Evident’s original name) as a means of providing superior service and spearheading branding initiatives for his music talent clients at Esther Creative Group, the talent management firm he founded and still runs, including Lou Reed, The Gaslight Anthem, Bryan Ferry, Miranda Cosgrove, Violent Femmes and many others. E-Branded promptly grew beyond sourcing and doing deals for branding initiatives for music clients, and expanded to representing celebrity chefs and other luminary lifestyle personalities for branding, partnerships and endorsements. This work led to E-Branded further growth, linking with industry veteran partner Paul Morgan, and taking on the new name Evident Branding & Marketing, from which the company developed into working directly with several important cultural festivals — art, food and music festivals — around the world, as well as working for certain select consumer brands directly. Tom has originated and consummated deals and initiatives with several of the most recognized brands in the world, including Cartier, Sundance, Mandarin Oriental Hotels, IFC, Rizzoli, Heineken, Red Bull, Parrot, Harley Davidson, Levi’s, Adidas, Virgin, and Urban Outfitters. As of Spring 2015, Tom has additionally taken on a an Executive role with brand client Premium Glacier Inc., serving as President.
Partner, Senior VPPaul hails from the UK where he began his career within major-label A&R at the age of 19. After moving onto senior positions at a number of UK labels, he pivoted into the music publishing arena as a VP of Creative & Marketing at EMI Music Publishing NY, then Cherry Lane/BMG Chrysalis, working with a number of writers and placing songs with Beyoncé, Shakira, Christina Aguilera, Avril Lavigne to name a few. It was also his initial foray into dealing with and placing music in advertising campaigns. He was really drawn to the strategic approach in advertising and as an extension to that, branding, and at Cherry Lane worked alongside Hello Kitty, Electronic Arts, NASCAR, WWE, Lakeshore Films, Walden Media, as well as the iconic Elvis Presley catalog, seeking out creative ways to further build their brand activity. Tom and Paul reconnected in 2014 and agreed it made good sense to partner their resources and combined entertainment contact-base. They have since further ramped up the company’s client base, both with brands and also via sponsorships and other celebrity/entertainment initiatives.
get in touch
We would love to hear from you, if you have any questions, do not hesitate to contact us