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Hero Group Strengthens its Experiential Capabilities, with Strategic Partnership with Giant Step

In an effort to further provide our clients with integrated and innovative breakthrough ideas, Hero Group is proud to announce its strategic partnership with award winning experiential agency, Giant Step.

“I’ve always been a fan of Giant Step and their events going back to my days as a club-goer in New York City. With this strategic partnership, Hero Group can now expand its experiential services to include a wider range of both traditional and nontraditional event offerings.  Additionally, Giant Step’s endemic connection to entertainment and culture will help us further deliver impactful campaigns for our clients, who are looking to win with Gen-Y and Gen-Z”.

– Joe Anthony, CEO, Hero Group

This partnership gives Hero the ability to create custom experiences in key influencer markets globally, execute national sponsorship activations around sports, art, music and other lifestyle platforms, as well as activate national on-premise promotions and sampling initiatives.

“Throughout our history, Giant Step has always done its best and most groundbreaking work through collaboration, whether it’s been with musicians like Janelle Monae or brands like Samsung and Absolut. We look forward to working with Joseph and his team at Hero Group to continue that spirit.”

Maurice Bernstein Co-Founder & CEO, Giant Step.

The partnership between Hero Group and Giant Step will further extend our ability and commitment to crafting innovative and comprehensive ideas that turn brands into Heroes!

About Giant Step

Giant Step started as an underground music club, helping to launch the careers of Daft Punk and Amy Winehouse, and now creates award winning experiences for brands including; Samsung, Intel, Absolut and Western Union.

Giant Step specializes in data driven audience targeting, integrated campaigns, experiential programs and music supervision.

About Hero Group

Hero Group is a digital-first creative and media agency that specializes in helping brands target and influence Millennials and Gen-Z consumers.  We focus on helping brands identify their broader cultural purpose, while using storytelling, content strategy and social platforms to engage their target consumers in the most relevant manner possible.  Hero Group works with some of the biggest and most prominent challenger brands in the market, including; Pepsi, Pfizer, Hennessy, Dream Corps, amongst others.

All New Episode of Hero Talk with Ross Martin

Hero Talk episode 5 features Ross Martin, former EVP of Marketing at Viacom and founder and CEO of Black Bird, a marketing and business innovation firm.

Ross Martin shares with our host, Joe Anthony, his passions, his experience during his 13-year career at Viacom, and what drove him to leave the company to create his own start-up, Blackbird. This interview is both entertaining and insightful.

Van Jones’s Non-Profit, Green For All, Chooses Hero Group as Digital Communications Agency

We are excited to announce our recent partnership with Van Jones and Green For All, an initiative that is dedicated to building an inclusive green economy that is strong enough to lift people out of poverty.

By working closely with Director Vien Truong and the broader organization, our partnership will further elevate the brand planning, identity messaging and execution – particularly in the digital / social arena – as the organization becomes more aggressive in their fight for environment, social and economic justice.

“Hero Group has been an incredible partner to Green For All. Their team has been a strong ally in fighting for solutions for our communities. Their creative genius, easy going manner, and unwavering commitment to support our work has been the support we needed to go from good to great.” -Vien Truong

This is a partnership that we couldn’t possess a greater level of pride or importance for.  A mission that truly defines what it means to be a hero.  

Check Out the Second Episode of Our New Digital Series, Hero Talk

This week’s episode features Mountain Dew’s NBA partnership lead, Richie Cruz. Richie Cruz has built his career around integrating arts and science with brand marketing to enable growth. If you’re looking for an expert’s insight on the impact of lifestyle, culture, and purpose in the future of brand marketing, you’re not going to want to miss this episode.

Hero Group CEO, Launches Digital Talk Show, Hero Talk

From Hero Studios comes Hero Talk, an all-new digital talk show hosted by Hero Group CEO Joe Anthony. The series, which is executive produced by John Frazier, is meant to shine a light on ordinary people doing extraordinary things and bridging the gap between commerce and community on their own terms. Adds Mr. Frazier, “A show of this nature is long overdue, What Joe bring to the series is sincerity and authenticity, rooted in deep insight and experience that can only come from a marketing pioneer and serial-entrepreneur of his caliber. Forget everything you know about digital series, this shit is gonna change the game.”

Power of Purpose


Hero Group, CEO and Founder, Joseph Anthony, speaks about the Power of Purpose and the essential role purpose plays in how consumers engage with brands.

Disrupting The Ad Agency Model, Hero Group Launches Hero Collective

“We think the agency model of the future is a collection of small ones who have varied skill sets that can work collaboratively without necessarily adhering to some of the bureaucracy that governs quarterly economic earning targets that somewhat stifle creativity and objectivity when it comes to bringing the best ideas forward,” Hero Group CEO Joseph Anthony said.

Hero Collective is an extension of the agency’s desire to help smaller boutique shops get some major attention and “dispel stereotypes about size really mattering in marketing anymore,” Anthony said. “Big agencies don’t have a monopoly on big ideas.”

With that idea in mind, Hero Collective was born. At its core the collective is a network of boutique agencies and startups vetted by Hero Group. The hope is it will take some of the work on the part of brands out of searching for reliable, smaller shops.

“If we can do some of that heavy lifting and use the credibility that we are creating, then it helps drive the economy and drive innovation at the small-business level where it typically begins,” Anthony said.

Check out the full story at Adweek


Tired of being labeled, a mega message from MINI

Once every four years, Americans go batshit crazy. As the Summer Olympics and presidential elections converge into a cacophony of red white and blue, it’s both a time when people come together for love of country while simultaneously trying to rip each other’s necks out for their stance on immigration.

That’s why we love this new campaign by car manufacturer MINI, featuring a diverse cast of U.S. Olympians. Some were told they were too small to compete, or that they were too dumb, or grew up feeling ostracized because of their race or religion. Appropriately titled #DefyLabels, the campaign was first introduced around Super Bowl 50, but it’s back just in time for the Rio Games and 30-second TV spots will be airing in August throughout the Olympics.

In an age of name calling and online bullying, confronting labels and being proud of who you are is an awesome message to be sending. These athletes have been called “too small,” “too muscular,” or pigeon holed as the “Muslim athlete who wears a hijab” or the “Latino boxer.” The message of #DefyLabels is that for these men and women, the only label that matters is “U.S. Olympian.”

This is a pretty smart campaign for MINI, which certainly is a car brand that has a pretty specific set of stereotypes attached to it. If these athletes can help shed labels, MINI hopes they can shift their brand away from feeling like a small, compact European car that lacks the horsepower Americans want. And if you’ve seen a MINI over the past few years, they are really not that small. A Ford Focus is only about 2 inches wider and 2 inches taller than the 2017 MINI, yet we still think of the MINI as well…mini.

Check out one of the #DefyLabels videos below, featuring Olympic fencer Ibtihaj Muhammad.


Chief Hero Calls Out Pepsi With #ChallengeMeBrad Campaign

How can small agencies compete with the behemoths of advertising? How can boutique agencies express their value proposition in a disruptive way? These are the questions Hero Group CEO Joseph Anthony asked himself before launching a first-of-its kind grassroots campaign. With a meme and a message, the #ChallengeMeBrad campaign was launched to promote boutique agencies, setting its sights squarely on PepsiCo Brand Manager Brad Jakeman. With dozens of agencies joining in, not only did this unique social movement get on PepsiCo’s radar, but had the advertising world buzzing about #ChallengeMeBrad. 

Check out our article in AdWeek.