We Provide Solutions
All too often, the work that agencies and clients do together fails to result in what either side would define as success. The principals at Stone Soup Consultants have the insight, experience, and expertise to create partnerships and transform relationships that result in better work and much better business results.
Soup’s on! How can we help you?
Deb Giampoli
Deb has 20+ years of agency and client side marketing experience. As Global Director of Agency Relations for Kraft Foods/Mondelez International, she scouted agency talent and helped modernize a decades old agency roster (and compensation model); coached brand teams and agencies on how to work better together; led a program to build a more connected and engaged global marketing community; created and launched a faster, more collaborative, less expensive way to work with agencies; led a global marketing ZBB team, “socializing” best practices, and delivering enterprise-wide cost savings; and collaborated on the writing and teaching of several training classes for marketers on how to work most effectively with their agencies.
She has spoken at industry conferences, written blogs, contributed to several ANA/4A’s white papers, and chaired ANA’s Agency Relations Committee.
Karen Adams
Karen has 20+ years of agency and client side marketing experience. Her most recent role was Senior Director of Global Marketing Capabilities at Kraft Foods/Mondelez International, where she specialized in creating and facilitating training content to build marketing capabilities around the world. She also created the company’s integrated marketing communications practice, pioneered virtual training, and led agencies in the development of creative work for Oscar Mayer, DiGiorno Pizza, Kraft Macaroni and Cheese, and many other brands.
Prior to joining Kraft Foods, Karen’s roles included VP Brand Management for Tosco, supporting 76 Petroleum and Circle K Convenience Stores; EVP/Director of Client Services at Lowe Lintas; SVP Global Account Director at Young & Rubicam; and VP Brand Service at Mars Advertising.
Karen is a “certified with distinction” graduate of the WARC (World Advertising Research Center) Master of Advertising Effectiveness academy.
Our Core Beliefs
1.
Creativity drives business results.
Creativity makes your brand memorable, your message shareable, and your marketing spending more effective. Today's consumers choose the messages they pay attention to. For your message to reach your intended audience, it can't just convey information about your brand, it has to engage and entertain.
2.
Getting to great creative work is hard work.
It requires not just a great agency, but client-side leaders skilled in leading the creative process. Most marketers don't have much experience doing this. The right training can help them get up the learning curve quickly.
3.
A great agency is a great start, but it's only a start.
The quality of work that any agency delivers is directly related to the quality of the relationship between the client side brand leader and the creative team. Traditional approaches to agency selection don't place enough emphasis there to ensure the best possible outcomes.
4.
Great clients get every agency’s best work.
Not every client of even the best agencies get their best work. Great clients get the best work. They share responsibility for the quality of the work, they trust and respect their agency partners, they write clear and inspiring briefs, they are skilled at evaluating ideas, and they know what to do when it's not working.
The Story of Stone Soup
A kindly stranger was traveling when she came upon a village. As she entered, the villagers all went into their homes, locked their doors and peered out at her through their windows.
The stranger smiled and called out, “Why are you so frightened? I am just a traveler, looking for a place to have a warm meal.” The villagers replied, “There’s not a bite to eat in the whole village. Better to keep traveling.” “Oh”, she said, “I have everything I need. In fact, I was thinking of making some stone soup to share with all of you.”
With that, she pulled a kettle and some wood out of her pack. She built a fire, filled the kettle with water and hung it over the fire. Then, with great ceremony, she pulled a stone out of a felt bag, and dropped it into the water. Soon, as their curiosity and hunger overcame their fear, many of the villagers came out of their homes to watch. “Mmmm”, said the stranger. “I do like a tasty stone soup. Of course, it would be much better with a bit of cabbage.”
Soon a villager approached hesitantly, holding a small cabbage she’d grown in her garden. She chopped it up and added it to the pot. “Wonderful!” cried the traveler. “You know, I once had stone soup with cabbage and a bit of beef, and it was fit for a king.” The village butcher came out of his shop and added pieces of beef to the pot. And so it went, as other villagers brought onions , potatoes, carrots and mushrooms, until there was a delicious meal for everyone in the village to share. After the traveler left, villagers frequently came together to make delicious soup and so much more.
The End
Moral: Collaboration can turn something plain into something wonderful that can be shared by all, and the experience teaches participants skills that they remember long after.