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About

We Are Public Label…

Never before in the history of humanity have we experienced the adoption of cultural movements by individuals and groups across borders and worldwide at incredible speeds, with profound impact. These movements influence how individuals think, act, feel, and directly determine which brands they choose to engage with– and ultimately buy.
At Public Label, our mission is to help brands recognize and

align with consumer’s motivations and cultural movements and understand what compels them to make the choices they do. We identify and harness cultural trends by tapping into what people already believe in to build stronger brand affinity and loyalty, which results in actions that drive conversion, which ultimately leads to brand growth.

Full Service and Then Some
Here
Expertise

Sustainable growth is a good thing. For many brands, it’s a unicorn, something that only lives in some fantastical happy place. For our clients, it’s pretty real. That’s because we don’t just deliver creative messaging willy nilly. We know how to tap into a deeper understanding of today’s cultures. We can deliver creative messaging that’s more relevant to whatever is happening right now, in the right groups, at the right moment. We call it hacking cultures. And it’s changing everything for our clients’ brands.

Here

Creating moments with consumers is not our end game. We focus on creating moments with consumers that are worth it – moments that mean something. Better, right? We’re a collective of people who bleed experiential. Not really, but well…you get the point. Our expertise is blending the digital and physical worlds to unite people and brands. We believe in the power of brand action by reaching beyond data to create the kinds of disruptive, creative experiences that people aren’t soon to forget.

Here

The retail category is getting really interesting. It changes constantly, it’s incredibly competitive, and while some people would find this a little maddening – we think it’s a total blast. Not to toot our own horns, but we’re pretty good at it. We’re able to influence shoppers at any point during the process, so we actually shorten that distance between awareness and purchase. From creating multi-brand events to helping brands win the digital space, our seasoned shopper experts can do everything to blow up your brand.

Movements and Motivations
Popular Cultures

We identify audience movements through conversation mapping and a-depth analysis of movements through D.N.A. – our construct for breaking down movements worth activating.

With an in-depth understanding of the problem, we identify growth audiences and establish the right motivations through a quantified importance-satisfaction analysis.

Popular Cultures

meet the team

brian kittelson

evp brand strategy and commercialization, U.S.

Brian isn’t just a seasoned executive with more than 20 years in this business. He’s a hybrid of both consumer and retail expertise. That’s a big deal, especially when you’re tasked with solving the kinds of marketing challenges in today’s world. He spent most of his career at General Mills where he built their shopper marketing organization and grew some of the world’s biggest brands. With a passion for the outdoors and fitness, you can often find Brian out exploring or training for his next big adventure.

brian kittelson

evp brand strategy and commercialization, U.S.

Brian isn’t just a seasoned executive with more than 20 years in this business. He’s a hybrid of both consumer and retail expertise. That’s a big deal, especially when you’re tasked with solving the kinds of marketing challenges in today’s world. He spent most of his career at General Mills where he built their shopper marketing organization and grew some of the world’s biggest brands. With a passion for the outdoors and fitness, you can often find Brian out exploring or training for his next big adventure.

anne dean

gm/svp marketing solutions, Canada

Anne is a client-focused leader who translates broad strategies into clear business objectives and action plans that drive brand growth in both regional and global marketplaces. She led SGK’s Canadian operation for 16 years and brings a combination of general management and client-facing agency experience that ensures she fosters ongoing relationships that drive business success. A true believer in the power of the right talent team, Anne is focused on nurturing and developing a culture built on trust, collaboration, diverse thinking and creative curiosity.

anne dean

gm/svp marketing solutions, Canada

Anne is a client-focused leader who translates broad strategies into clear business objectives and action plans that drive brand growth in both regional and global marketplaces. She led SGK’s Canadian operation for 16 years and brings a combination of general management and client-facing agency experience that ensures she fosters ongoing relationships that drive business success. A true believer in the power of the right talent team, Anne is focused on nurturing and developing a culture built on trust, collaboration, diverse thinking and creative curiosity.

joshua baze

evp, strategy, north america

Josh is an award-winning hybrid of brand and digital strategy which he oversees at Public Label. In the course of his career at notable agencies like Edelman and Draftfcb as well as Google, he has worked with 42 of the world’s 50 biggest advertisers. Colleagues and clients alike are impressed by his comprehensive, media agnostic approach that uncovers opportunities for accelerated growth. His not-so-guilty pleasures are sad indie pop songs and hanging out with his rescue dogs.

joshua baze

evp, strategy, north america

Josh is an award-winning hybrid of brand and digital strategy which he oversees at Public Label. In the course of his career at notable agencies like Edelman and Draftfcb as well as Google, he has worked with 42 of the world’s 50 biggest advertisers. Colleagues and clients alike are impressed by his comprehensive, media agnostic approach that uncovers opportunities for accelerated growth. His not-so-guilty pleasures are sad indie pop songs and hanging out with his rescue dogs.

eric moncaleano

executive creative director, north america

Eric leads the agency’s creative offering across North America. An award-winning Executive Creative Director at agencies like Publicis, FCB and Hal Riney and Partners and on work like the iconic Is It In You campaign for Gatorade, he is a firm believer in the power of combining popular culture, trends and technology to create emotionally compelling stories that make people think and feel. Always seeking new adventures and challenges, Eric recently moved to Boulder to pursue his wanderlust and improve his skiing.

eric moncaleano

executive creative director, north america

Eric leads the agency’s creative offering across North America. An award-winning Executive Creative Director at agencies like Publicis, FCB and Hal Riney and Partners and on work like the iconic Is It In You campaign for Gatorade, he is a firm believer in the power of combining popular culture, trends and technology to create emotionally compelling stories that make people think and feel. Always seeking new adventures and challenges, Eric recently moved to Boulder to pursue his wanderlust and improve his skiing.

gary westgate

vp, creative director, canada

Gary brings ECD leadership experience from creative agencies like TAXI, Anomaly, Downtown Partners, Ammirati and Innocean. He’s spent years creating award-winning work that defined brands, ranging from global positionings to #1-voted Super Bowl spots. Gary passionately believes ideas must be worth the attention. Along with developing trusting relationships with peers and clients which is what Gary values the most.

Check out Gary’s portfolio here to learn more about the work he’s done!

gary westgate

vp, creative director, canada

Gary brings ECD leadership experience from creative agencies like TAXI, Anomaly, Downtown Partners, Ammirati and Innocean. He’s spent years creating award-winning work that defined brands, ranging from global positionings to #1-voted Super Bowl spots. Gary passionately believes ideas must be worth the attention. Along with developing trusting relationships with peers and clients which is what Gary values the most.

Check out Gary’s portfolio here to learn more about the work he’s done!

stephanie sumner

svp, growth

Stephanie is a masterful agency matchmaker, especially when you consider that the new business process is so often compared to dating and courtship. Honed at McKinney, she employs her keen listening skills, sincere desire for mutual success and old-fashioned honesty to build and sustain successful relationships. Clients appreciate her devotion to their needs and wants. Colleagues value her calm demeanor and encouragement to deliver their best work. In her spare time, she celebrates amazing women who tend to keep that amazingness to themselves through her podcast, Quiet Women.

stephanie sumner

svp, growth

Stephanie is a masterful agency matchmaker, especially when you consider that the new business process is so often compared to dating and courtship. Honed at McKinney, she employs her keen listening skills, sincere desire for mutual success and old-fashioned honesty to build and sustain successful relationships. Clients appreciate her devotion to their needs and wants. Colleagues value her calm demeanor and encouragement to deliver their best work. In her spare time, she celebrates amazing women who tend to keep that amazingness to themselves through her podcast, Quiet Women.

 
 
 
 
 
 
 
 
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Ozo
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lg
pepsi
brp
lincoln
church & dwight
cbs
fuji film
bc
charter communications
MH
scotties
adidas
lyft
josh wines
ford
mars
rbc
dreyers
sturgis