Content area
Full Text
Kristi Bridges said that when a brand works with her and her team at Red Bank-based The Sawtooth Group, their consumers are likely not only to spend more, but also can begin to work for them.
Kristi Bridges said that when a brand works with her and her team at Red Bank-based The Sawtooth Group, their consumers are likely not only to spend more, but also can begin to work for them.
“If a brand is smart and can figure out the right consumer insights, they can take advantage of that by having consumers do much of the hard work (of advertising),” she said.
Bridges, president and chief creative officer of The Sawtooth Group, recently purchased the nearly 30-year-old marketing and creative agency after having worked for the company for 20 years.
“The marketplace and the way consumers receive and digest information have changed dramatically over the past few years,” she said. “With such incredible market segmentation going on, with hundreds of platforms in which brands can reach consumers, sometimes brands don’t know how or which platform is...