In the bustling landscape of marketing innovation, Alyssa Convertini-Lindquist and Kellie Pean, co-founders of boutique agency Brand New: A Collective, are setting a new standard by blending data-driven strategies with cultural insight. Headquartered in New York City, the female-owned agency has quickly become a go-to partner for brands seeking experiential campaigns that resonate on multiple levels.
Both Alyssa and Kellie brought extensive experience from industry powerhouses—Alyssa from Billboard and Kellie from Coca-Cola—before launching their collective in 2018. Their combined expertise spans brand strategy, talent partnerships, content creation, and experiential activations, enabling them to deliver marketing campaigns that are both innovative and measurable.
Brand New’s prowess is evident in collaborations with high-profile clients like Crown Royal. For Super Bowl LIX in New Orleans, the team designed a neon-lit, immersive event that showcased local culture while amplifying the Crown Royal brand. Guests experienced the Crown Royal Big Rig, a deluxe dive bar, curated local cuisine, and live music—all carefully designed to preserve the essence of New Orleans while offering a unique consumer experience.
Another standout project includes the Houston Rodeo Capsule Collection with Crown Royal, which captured Texas’s Western traditions while celebrating contemporary cultural diversity. The collection, featuring custom denim shirts, belt buckles, bolo ties, tees, and hats, allowed guests to personalize items for a one-of-a-kind experience.
Brand New also excelled in crafting multi-sensory events for Baileys, producing the visually stunning “Baileys Treateasy,” complete with oat-inspired décor, themed cocktails, live DJ performances, and Instagram-worthy moments.
Alyssa, who leads talent partnerships and creative production, has over 13 years of experience in brand strategy and entertainment marketing, overseeing campaigns for global brands including Proximo Spirits, Diageo, and Eco Style Haircare. Kellie specializes in brand building from ideation to execution, leveraging nearly two decades of experience across Tech, CPG, and media, including marketing leadership roles at Coca-Cola and Valence Media.
Brand New: A Collective operates with a unique model, functioning as a diverse, integrated team of subject matter experts who collaborate to provide holistic, innovative solutions. Their work spans major cultural moments such as Coachella, Tribeca Film Festival, Art Basel, the GRAMMYs, Fashion Week, and the Super Bowl.