Not unlike a toddler, Jake is a relentless asker of why. To everything. Unlike a toddler, he answers each and every why with an impenetrable mix of intelligence, experience, data and an impressive level of openness to incubate the unexpected where necessary. This simple but profoundly complex question—why?—is the foundation for great creative work. Because great creative work works. That’s the key. It drives brands and behavior. It ignites passion and loyalty. It makes companies rich and famous. That all starts with one seemingly simple question.
A gift Jake has is his ability to understand and empathize with all types of people. He gets to really know their challenges, their goals and motivations, and the role brands do play, or could play, in their lives. He is fluent in both qualitative and quantitative research, and grasps the sometimes nuanced role and importance of each in creating strategies for brands, messaging, communications and experiences. He also knows what an insight really is (spoiler: it isn’t a data point).
Over his career, Jake has worked with brands that include MillerCoors, Hasbro, New Balance, Ben & Jerry’s, Buick, GMC, P&G Oral Care, Duracell, SiriusXM, Bank of America, Merrill Lynch and Dunkin’ Donuts. He began his career at AMP and spent over a decade at DigitasLBi before joining 451 Agency.
When not in the office or wrestling with his sons, you might find Jake wandering Boston and people watching or reading a book. That all happens before he and his wife gently usher their children through the Nightly Bedtime Negotiation. Each night, as his sons are decidedly not sleeping, he can’t help but ask himself why.