New York to Los Angeles-based marketing agency Brand New: A Collective, co-founded by Kellie Pean and Alyssa Convertini, is transforming how heritage brands engage with contemporary audiences. As a female millennial-owned agency, Brand New is leveraging data-driven creativity to bridge legacy with relevance, helping clients like the USTA, Crown Royal, and Proximo Spirits resonate with a new generation. Coming off an Inc. 5000 Regionals win, the agency reports an impressive 134% two-year revenue growth while leading a tight-knit, 12-person team.
Brand New specializes in cultural strategy and integrated marketing, delivering impactful campaigns through Experiential, Content Creation, Talent Partnerships, and Brand Strategy. Both Pean and Convertini bring corporate marketing experience from Billboard and Coca-Cola, combining analytics with creative execution to craft campaigns that are as culturally meaningful as they are measurable. Their approach ensures that every campaign decision is informed by insights, giving clients both authenticity and tangible impact.
The agency’s client roster spans Proximo Spirits’ 1800 Tequila and Jose Cuervo, REVOLVE Clothing, Nike, Cresco Cannabis, Doodles, Inspire Brand Group, and Diageo brands including Crown Royal Whisky and Smirnoff Vodka. Brand New’s experiential work has activated at premier cultural touchpoints such as Coachella, Tribeca Film Festival, Art Basel, the Grammys, Fashion Week, and the Super Bowl, blending spectacle with storytelling.
Guided by insights from their latest Culture Report, The Culture’s Intimate Turn: Depth Over Noise, Brand New emphasizes intentionality and resonance over surface-level attention. In an era where presence is valued over spectacle, the agency designs experiences that breathe — fostering meaningful connections between brands and communities.
Highlights of their recent campaigns include:
- USTA – U.S. Open: Over 20 custom-built installations at the National Tennis Center brought modern cultural expression to one of tennis’s most iconic stages, emphasizing inclusivity and fan immersion.
- Crown Royal – Kane Brown Finale: A 150-person event in Frisco, TX, combined football, country music, and community, featuring Kane Brown and NFL legend DeMarcus Ware, embodying Crown Royal’s “Generous Spirit.”
- Crown Royal – Pancake Palace: An interactive installation translating viral digital trends into real-world experiences, celebrating Crown Royal’s flavor lineup with nostalgic, stylish, and community-driven activations.
Brand New’s key cultural insights include the power of community-led storytelling, identity-driven loyalty, youth-led trends, and local cultural hubs shaping global influence. Operating from NYC and LA, Brand New continues to redefine how legacy brands stay culturally relevant while building lasting connections with new audiences.