Ash S.

About Ash S.

because fitting in is way too square

Experience

1. Director of Creative Strategy

   Synonymous

   Mar 2021 — Present · Los Angeles, CA, US

   Synonymous is a creative agency that helps brands and their audiences love each other more.For more than a decade we have begun every pitch by defining our mission as \"Content people love for brands that love people,\" and then explaining what it meant to be a brand that loves its customers. People are complex but are worthy of being understood. Brands that love people commit to understanding their audiences and creating content experiences that serve them and give them reasons to return the love.Synonymous is committed to being the strategic creative partner to those brands and has invented an unrivaled process for discovering strategic insights that lead to more effective communication.We are living through an era where brands are awakening to how ineffective broad audience targeting is - demographic and psychographic targeting is the opposite of love and understanding. It’s not innovative or insightful and it’s full of bias and prejudice. Once a brand understands its audience’s narratives, opinions, and stories in their own words, it becomes obvious how worthless traditional segmentation is for building successful long-term relationships. A decade after McBeard began and grew all the way through acquisition by one of the world’s biggest brands, we’re back with strategic and creative teams focused on loving and understanding audiences, generating insights with proprietary cutting edge technology, and then creating the most effective branded content imaginable.

Education

• Vanguard University of Southern California

  Bachelor of Arts (B.A.)

  2001 — 2005