• by Fern Siegel , 6 hours ago

A new boutique agency, Five Cherries, has just debuted. The marketing agency handles creative, brand and media strategy, and production.

Five Cherries is led by four partners: client service lead Charlie Smith, strategy lead JP Summers, creative lead Devin Kharpertian, and production lead Julia Goldsmith.

“We want to make work for brands that people devour, helping hungry brands carve out their slice of the market, uncover untapped value and drive real results,” said Kharpertian. “That means building better models that are keeping pace with how the world is evolving. At Five Cherries, brands get more than an agency. They get real partners.”

The quad worked together at Madwell, handling accounts such as Visible, Verizon Gaming, e.l.f. and Denon. Later, at Gravity Global, they launched millennia/Gen Z-targeted Gravity One, where they oversaw the March Madness campaign.

Five Cherries, a remote shop, kicks off with various clients. Its big get is being named social AOR and creative-strategy lead for Branca USA’s premier amaro brand Fernet-Branca, considered the unofficial national drink of Argentina and a favorite of craft bartenders in San Francisco.

Heidi Chen, Branca USA, vice president marketing, lauded the agency's “strategic thinking, data-led decision making and strong creative execution. They bring fresh perspectives and a strong understanding of contemporary culture.”