Industry veterans Yadira Harrison and Shannon Simpson Jones are forming Verb, a new marketing consultancy shop focused on integrated and experiential campaigns, brand partnerships and proprietary platforms.
This hybrid consultancy/agency launches with a roster of clients, including Amazon Web Services, Lyft and CRWN Magazine. Next month, Verb will be leading programming and events for client Nielsen at the Cannes Lions Festival of Creativity.
Verb will have two bicoastal offices: Harrison will lead the LA office, Simpson Jones will lead the New York office. Both plan on commuting between the two locations. Head of production Gavin Allen is based in LA, and Verb will situate additional team members in both offices.
With over 30 years of combined experience, the two female leaders "know the pain points facing brands and agencies today because we’ve been on both sides,” says Harrison. “We now know the right questions to ask and the best way to manage organizational politics."
As a result, Verb is designed to execute on specific strategies, and help clients manage relationships, communication and cooperation with their additional agency partners. In some instances already, Verb has worked with clients to hire for senior level internal roles, as well as facilitate the agency RFP process.
"Verb will take action to create a more trusting and transparent relationship between agency and client," says Harrison. "After all, we’re all working toward the same end goal and trying to improve a business."
The duo first met four years ago while working at Civic Entertainment Group and overseeing the Airbnb business. Their combined experience also includes brand partnerships and experiential activations with WeWork, Macy’s and Pennzoil.