Britt Fero

• Head of Strategy
  Title
• Publicis Seattle
  Company
• Advertising
  Industry
• About
  Britt Fero is a force within the advertising industry – helping brands seize opportunities through modern advertising platforms, social and emerging media. Currently head of strategy at Publicis Seattle, during her successful career Britt has guided and led her teams to fame, receiving recognition at Cannes, The One Show, Lurzer’s Archive and Communication Arts for clients including United Airlines, the Islands of the Bahamas, HP, Colt 45, Washington’s Lottery and the International Olympic Committee (IOC).
  
  Through her strategic and creative leadership, Britt is behind some of the best work in the industry. Successes include:
  • She helped “brand” a country – the Islands of the Bahamas – helping them increase their tourist base, which represents 85% of their GNP.
  • She developed work that helped United expand into international markets, survive a pilot strike and overcome the horror of a terrorist attack.
  • She launched the T-Mobile Sidekick II, making it one of the most popular celebrity devices and the most coveted among young adults.
  • Her work for Ste. Michelle Wine Estates was the most shared article in the business section of The New York Times on the day of its launch.
  • She helped Washington's Lottery build the most engaged fan base of any Lottery in the country.
  • She has helped the IOC increase viewership among youth by double digits over the past two Games, while deepening the connection kids feel to the Olympic Movement, not just the event itself.
  
  In addition to driving award winning creative work, Britt has led the development of two acclaimed research studies around the sociability of brands (Project Butterfly) and how consumers shop convenience stores (Project See Store), recognized as the Grand Winner of the Ogilvy Great Minds Quality in Research Award and the Best Qualitative Research of the Year by the QRCA, respectively. Through Project Butterfly, Britt challenged the belief that it's not being in social that matters – it is being social.
  
  It’s not all about awards for Britt, though; she was a part of the management team at Cole & Weber United for seven years and is now a part of the executive management team at Publicis Seattle (her second stint here). During her time at Cole & Weber, Britt led the agency's transformation from a small project-based boutique to a retainer-based national agency. In her previous role at Publicis Seattle, Britt guided the agency through $350MM in additional billings across clients including HP, DISH Network, and Coinstar.
  
  Britt is an experienced speaker and writer. She has contributed to publications including Forbes, Fast Company, MediaPost and iMedia, and has spoken at conferences such as NXNW and the DMA. She is a frequently cited expert on the sociability of brands, activating Olympic sponsorships and how brands can make better uses of Pinterest. Her insights and work have been featured in marketing books such as “Juicing the Orange,” “Brand Apart” and “Your Ad Here.”

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  Added: March 2014 • Updated: March 2014