This Shop Helps Big Brands Reach Millennials With Purpose-Driven Marketing

Hero Group's biggest current client is Pfizer

Headshot of Katie Richards


Who Joseph Anthony, founder

What Full-service ad agency

Where New York

Hero Group's founder Joseph Anthony—who landed his first agency gig at J. Walter Thompson after sitting in on a focus group for the shop and eventually helped it make Hush Puppies relevant again—has a passion for understanding youth marketing. Anthony launched Hero Group, named after the millennial generation's nickname, "the hero generation," in May 2015.

Founded on a "concept of purpose and how we can help brands engineer purpose into everything they do," said Anthony, the agency currently counts Pfizer as its biggest client. While Pfizer doesn't typically market directly to millennials, the pharmaceutical company tapped Hero Group to help bring a millennial-minded approach to its current efforts by introducing more purpose-driven marketing campaigns. For one campaign aimed at raising awareness around metastatic breast cancer, Hero Group hired high-profile photographers to capture the lives of women diagnosed with the cancer, then disseminated the images across social media channels from YouTube to Instagram.

This story first appeared in the December 5, 2016 issue of Adweek magazine.

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@ktjrichards Katie Richards is a staff writer for Adweek.
Publish date: December 5, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT