« Back

Leadership Council Agency Spotlight: Idea Agency

January 14, 2017

Idea Agency – Christine Tieri

Christine is driven to unleash her clients’ greatness to build amazing brands. As the only Certified Brand Strategist in New England, Christine is uniquely qualified to help her clients put their stake in the ground for their teams and customers to rally behind. Christine is an expert workshop facilitator and a sought-after speaker on brand development, integrated marketing, and ideation.

1.) Where did your agency name originate from?

About 18 months ago, we took a good look at our business and decided to take a dose of our own medicine and decided it was time to refresh our brand. For nearly 20 years, we did business as smith&jones which represented two halves of a traditional agency (strategy and creative), we decided that Idea Agency better represented what we were now all about which is the big idea, the brand, that sits above all else. Creating strong brands is all about strategic creative, and creative strategies all rolled up into one. It’s the intersection of management’s vision, internal culture, and audience desire. The idea – the brand – is what’s central to all branding and marketing efforts.

2.) What year did your agency begin?


3.) Where did your agency start?

Worcester, MA

4.) What does your office space look like? Include Photo.

5.) Do you have an office pet?

Romeo!! (our account director’s black lab)

6.) What’s the last thing your team did together outside the office?

Team building with an improv group.

7.) What’s your company’s #1 moto?

Think Purple. (Purple is creative, powerful, ambitious, and magical – it is a color with depth and variety. It combines the stability of blue and the energy of red. It’s how we act, think, live).

8.) What’s one word to describe your team?


9.) What’s the last award your agency received?

Just received 5 silver Davey’s last week, plus we were recognized as one of the most innovative office spaces in Central MA by the Worcester Business Journal.

10.) What’s one piece of advice you’d give to future agencies?

The business is evolving at a much faster pace than ever before, you need to understand two things: 1) you need to keep up on the trends and know what is out there, but you can’t do it all well – decide what you do well, decide which partners you need to fill out your offerings, and say pass on the rest, and most importantly, 2) brand is the umbrella of all things – when you help to create a strong position for your clients, not only can you develop more effective messaging, make smarter media decisions, and review all the possibilities through the lens of the brand, but you help them build their business.


Meet The Leadership Council:

Andy Fritchley, Jennifer Holland, Brant Kelsey & Christine Tieri


The Brand Establishment’s managing partners, Russ Cornelius and Jacquie Francisco, had a vision of launching the “next level” of learning for tenured, qualified Certified Brand Strategists. In addition to providing these strategists more advanced learning, Cornelius and Francisco wanted the opportunity to draw upon the brand development acumen and sought leadership of these individuals.

The outflow of this collaboration among the Brand Establishment managing partners and the advanced-level Certified Brand Strategist members is the creation of The Brand Establishment Leadership Council. The council’s mission is to elevate the teaching, methodology, and curriculum of The Brand Establishment, while each member strives to augment his or her continued education and brand expertise, as well.

Through deep cooperation and training on all TBE’s tools and concepts, the council offers recommendations to improve tools, training and certification practices, in addition to developing new ideas, best practices, products and services that benefit all Brand Establishment members. The council also acts as an advisory board that may impact decisions directing the future of the organization.

About The Brand Establishment

The Brand Establishment perfected the first contemporary brand development process specifically for small to mid-sized advertisers more than two decades ago. These tools and procedures have been utilized by companies in virtually every business sector – hundreds of times.