Principal, Adam Ritchie Brand Direction
"A true innovator, pioneering new approaches" (PRWeek)
A Swiss Army knife of marketing, Adam uses PR as an unstoppable source of invention and transformation, bringing out the best in brands by helping them grow, communicate and do the right thing.
Adam Ritchie founded Adam Ritchie Brand Direction in 2007. His practice has attracted clients on four continents, spanning 20 categories from treadmill desks to snack foods. Adam’s work explores the inventive and transformative qualities of PR, and has yielded the world’s first album on a beer can, a team of pregnant comic book superheroes and influencer-inspired product lines. He advocates for public relations to drive product development, and seeks to reshape perceptions and the practice of PR from its past as an organization’s mouthpiece to its future as an organization’s creative engine.
Quotes from the industry
"Expanding what PR can do and breaking barriers…showing range and purposeful creativity across industries…bringing value to clients…giving back and sharing his talents…elevating the PR discipline to new heights."
-American Business Awards jury
"Innovative...truly original...flawlessly executed…ambitious, brave and non-traditional...this represents the future of our business."
-PRWeek Awards jury
"Created a new content distribution vehicle and changed consumer behavior."
-Holmes Report SABRE jury
"A breakthrough...compelling and fresh...ingenious planning...dogged pursuit of the objectives."
-PRSA Silver Anvil jury
Additional industry quotes: http://aritchbrand.com/about
Quotes from peers
"Tenacious, fearless, disciplined, wise, accommodating, passionate and game-changing."
-Compiled from multiple clients
"A rare combination of strategic and creative ability that makes him a professional force of nature with a seemingly endless ability to make the impossible a reality."
-Colleague at the world's largest PR agency
"One of the finest and most creative public relations minds in the country."
-Director of Public Diplomacy at Syracuse University’s S.I. Newhouse School
Additional feedback: http://aritchbrand.com/clients
Invented a new content distribution vehicle, deployed in an industry-spanning campaign which turned the digital into the drinkable, offered a complete sensory experience, used technology to solve a problem technology created and changed consumer behavior. MarketWatch called it "a new strategy" and ADWEEK said it "took co-branding to the next level." T.R.I.P. was the world’s first studio album released on cans of craft beer brewed to pair with the music. It sold out of every unit twice and drove a 167% increase in live attendance.
Transformed a diverse group of real-life moms from across the country into the world’s first team of pregnant comic book superheroes for baby gear brand Summer Infant. The M.O.M. Squad celebrated all moms as heroes, triggered a spree of supermom-tagging which doubled the brand’s social interactions and contributed to a double-digit percentage growth in sales. One editor wrote, "It challenges the way our society thinks about mothers."
Transformed influencers into a series of inspired menu items through a signature integrated program for Life Alive, a collection of organic cafes led by Panera and Au Bon Pain founder Ron Shaich. Mix It Up brought a diverse cohort of social insiders together with Live Alive’s culinary director to create healthy dishes inspired by their personal stories, and named them after their social handles. It tripled the brand’s social interactions and raised thousands of dollars for wellness nonprofits.
Walked 3,000 miles across the country, from Boston to San Francisco, using his LifeSpan client’s treadmill desk product, while promoting it. Then walked back to complete the round trip. He’s part of the active workplace movement, pushing offices to modernize into better places to be, help people lead healthier, less sedentary lives and live by his own message points.
Turned influencer marketing on its head with the born free Influencer Inversion: a high-end event where people were only invited if they had less than 5,000 followers.
Dared The New York Times to allow a young cyber Jedi to break into its website for a Cyber Aces campaign called Permission to Hack, resulting in front page coverage.
Earned thousands of perception-shaping media placements.
Managed hundreds of product launches.
Mitigated dozens of reputational crises.
Accredited public relations professional (APR).
Handled more than 40 brands including Perrier, Timberland, Jiffy Lube, Magic Hat Brewing Company, Evenflo and Jacuzzi.
2007 - Present: Adam Ritchie Brand Direction (Independent)
Founded at the beginning of the largest economic crisis since the Great Depression and evolved to serve clients on four continents.
Serves 20 categories, from beer to baby seats, treadmill desks to cybersecurity and niche social networks to the world’s largest swimming pools.
Helped introduce children to STEM careers, turned hackers into cyber defenders, cut thermal pollution, greened urban areas, built followings for social entrepreneurs, encouraged healthy eating, educated parents on child passenger safety and supported women reentering the workforce.
Additional work: http://aritchbrand.com/services
2003 - 2007: Cone Communications (Omnicom)
Brand Marketing Group
Crisis Management Group
Leading the charge for PR to drive product development by creating a pro bono speaking tour called "Invention in PR." His talks have taken him to nearly 50 conferences and universities, from Syracuse to Georgetown, DePaul to Penn State, American to BYU and everywhere between. One attendee said he’s "literally changing the way I think."
Spoke about brand development at South by Southwest.
Spoke about authorship at Content Marketing World.
Speaking about invention at the PRSA International Conference.
Served as a breakout speaker at the PRSSA National Conference.
Moderated panels on Storytelling and Ethical Results Reporting for PRSA Boston.
Interviewed as the special guest on the PRWeek Podcast and The Holmes Report Echo Chamber.
Answered live questions over a #RaganChat.
Contributed articles to (PRSA) Strategies & Tactics, PRWeek, PR News, PR Daily, Bulldog Reporter and O'Dwyer's. The director of the PRSA's national board called Adam's writing, "a master class in creative PR…awe inspiring…what Top of Your Game looks like."
Mentored dozens of professionals who have gone on to drive change at some of the best agencies in the country, including Crispin Porter + Bogusky, Droga5, J. Walter Thompson Worldwide, Racepoint Global, Weber Shandwick, FleishmanHillard, Cone and Ketchum – and media companies like VICE, AMC and WBUR.
Swept every marketing communications competition in the country with more than 60 career wins, including:
Four Silver Anvil Awards and three Awards of Excellence from the Public Relations Society of America, including Marketing for Consumer Products: Packaged Goods
Two PRWeek Awards, including Best in Creative Excellence
Two Innovation & Insights SABRE Awards from The Holmes Report for Brand Content & Creativity and Innovation Excellence
Two Content Marketing Institute Awards, including Most Innovative Content Distribution Strategy
Two American Business Gold Awards for Communications Executive and PR Innovation of the Year
Holmes Report Most Innovative Marketing Communications Professional honoree
PR News PR Professional of the Year honoree
PR Daily Marketing Professional of the Year honoree
Bulldog Reporter PR Professional of the Year honoree
PRWeek 40 Under 40 honoree
Additional honors: http://aritchbrand.com/experience
Outside of work
Adam is a touring musician. His band has written and released five studio albums, performed at national music festivals, composed songs picked up by MTV and been featured in Billboard.
NPR featured Adam in a special live session at WGBH studios, where he discussed independent music and how nontraditional distribution can be used to bridge the gap between the physical and the digital.
Adam has run marathons, is an avid skier and a dedicated animal lover whose beagle, Daisy, rarely leaves his side.
For his work with volunteer organizations, Adam was awarded the S.I. Newhouse Public Relations Award for Public Service. For his work in the community, Adam received an Alpha Phi Omega Distinguished Service Key. He is an Eagle Scout.
Adam Ritchie PR PROfile (Bulldog Reporter)
Meet Adam Ritchie of Adam Ritchie Brand Direction (Voyage Media)
Adam Ritchie in 40 Under 40 (PRWeek)
Adam Ritchie video interview (Earned Media Rising)
Adam Ritchie audio interview (The PRWeek Podcast)
Adam Ritchie audio interview (The Holmes Report Echo Chamber)
Adam Ritchie audio interview (Ethical Voices)
"Invention is PR's final frontier" (PRWeek)
"Influencing the influencers" (PR News)
"You and what army?" (PR Daily)
"Fortune Favors the Bold in PR and Music" (O’Dwyer’s)
"Brewing Creativity" (Strategies & Tactics)
For high-res images and interview requests: