• by Fern Siegel , August 14, 2013

Management consulting firm SSA & Company has teamed with ad executive Jerry Della Femina, who was founder and chairman of Della Femina Travisano & Partners.

The SSA/Della Femina partnership was created to challenge the notion that a brand name and tagline is enough to ensure brand viability and customer loyalty. SSA client roster has included Heinz, Ford, MetLife and Thomson Reuters.

“Advertising today is obsessed with digital solutions,” said Della Femina, adding that many brands are ignoring "traditional forms of creative advertising." The partnership will supply analysis and strategies that balance both digital and traditional advertising.

Della Femina founded or merged with various agencies during his ad career. He worked on accounts such as Isuzu (Joe Isuzu), Meow Mix (Singing Cat) and Beck's Beer.

The new partnership focuses on three areas: eliminating waste in current brand marketing; optimizing a company's creative and marketing budgets; and conducting sound research and analysis to ensure efficiency.

Della Femina stated that the SSA alliance will help "achieve both short- and long-term competitive advantages in the crowded marketplace for consumer goods.”

SSA & Company President David Niles adds that the collaboration "will do for advertising what we have been able to do for many in retail, manufacturing and professional services." He says the partnership reflects "the new reality of the advertising landscape and embraces the role of data in informing creativity.&rdquo ;