Turning business opportunities into brand strategy and creative that works.

The Field Advantage helps brands sharpen their strategy, strengthen their creative, & turn opportunities into action. With 16+ years of client-side brand leadership, I bring together business strategy, consumer understanding and creative ambition - and help brand teams and agencies bring out the best in each other.


Better strategy. Better briefs. Better work.

That’s The Field Advantage.

Where Business Strategy Meets Creative Impact.

Great marketing starts well before the creative work does.

I help brand teams identify the real opportunity, translate it into a sharp marketing strategy and brief, and partner effectively with agencies to bring that strategy to life.

Having spent my career on the client side—from P&L leadership to brand strategy to leading integrated communications—I speak both the language of business and creative. I can step in as an experienced advisor, thought partner or extension of your team to help get to work that works.

How I can help

Sharpen the Strategy

  • Marketing & communications strategy

  • Brief development

  • Positioning & launch strategy

Find the Opportunity

  • Consumer & cultural insights

  • Brand positioning & foundations

  • Growth opportunity identification

Elevate the Work

  • Creative development & advising

  • Client + agency partnership

  • Integrated activation & execution

Every engagement is customized to the challenge—from a focused strategic project to ongoing advisory support.

Field Studies

Foundations

Blowing the dust off a legacy brand

Velveeta… creamier than other cheeses, sure. But also a little… dusty. Velveeta was losing relevance, particularly among young consumers who know it’s creamy, but don’t really view it as something for them. But why should something so good make you feel bad?

By repositioning Velveeta as not just a creamy product, but as a pleasure brand worthy of swagger, the brand connected to bigger POV - the idea that outrageous pleasure is a way of life.

+5% Sales

Strategy

Driving occasion growth with a key cohort

The Philadelphia brand was facing a challenge - the brick format is mostly for cheesecake, especially at the holidays. But younger consumers weren’t making cheesecake. How could Philadelphia gain the attention of trendy Millennial bakers who think cheesecake is boring?

By leveraging the “Is it Cake?” trend to show up among holiday gifts, breaking through the clutter and presenting cheesecake (made with Philly of course) in fresh, unexpected, yet delicious ways.

+12% consideration

Activation

Flipping problem to opportunity

Everyone had heard how expensive and scarce eggs were. But not everyone had heard of Just Crack an Egg, a tasty breakfast solution where you just add an egg. What do you do when there aren’t many eggs to drive awareness and trial?

With “Just Date a Farmer,” the problem became an opportunity. By offering a free subscription to FarmersOnly.com with the purchase of Just Crack an Egg to connect potential users with the source, the brand gained attention and trial.

+57% awareness

Hi, I’m Anne!

I'm a brand strategist and marketing leader who loves finding the intersection of what consumers care about, what a brand can authentically own, and what will move the business forward.

Before founding The Field Advantage, I spent 16+ years building and transforming brands including Oscar Mayer, Velveeta, Philadelphia, Kraft and Gevalia. I've led businesses, brand strategy and integrated communications—and partnered with creative, media, social and PR agencies to turn strategy into work people actually care about.

My work has been recognized by Cannes Lions and the Effies, but what I enjoy most is the process: asking the right questions, solving hard problems collaboratively, and helping talented teams get to better work.

When I'm not thinking about brands, I'm probably planning a trip, reading, cooking, or cheering from the sidelines of a volleyball, softball or soccer game.

Field Goals

What You Can Expect Working Together

Curiosity + Creativity + Collaboration
I ask questions, challenge assumptions and build solutions with you—not for you.

Art + Science
Business and consumer rigor paired with a genuine love of communications, design, media and culture.

Customized Thinking
No off-the-shelf frameworks or one-size-fits-all answers. The solution should fit the challenge.

Positive Momentum
A collaborative, action-oriented partner focused on helping teams move forward.