Fresh
We no longer live in a world where fragmented, intrusive, marketing-only brands are winning. Today, your brand is everything you do, inside and out. Part workbook, part prediction for the future, Scratch is a how-to guide for brands that embrace this new definition in a world where every action matters to consumers you’re trying to reach.
While we designed Scratch for business leaders to reimagine their brand’s biggest possible future on their own, we also offer workshops—we call them Scratch Sessions—to accelerate this work. Each session combines a diverse group of hand-picked collaborators who work with your team for 48- to 72-hour blitzes in a strategically inspired setting to transform what’s possible for your brand. Prepare for a high-adrenaline and hyper-focused experience with one sole purpose: to evolve your organization into a brand built for the future.
Tim Galles
Chief Idea Officer
Part strategist, creative director, designer and communications planner, Tim Galles is Chief Idea Officer of Barkley. His varied career includes notable ideas for brands like Microsoft, GM, Ford, Reebok, Target, Anheuser-Busch, Nestlé, Kimberly-Clark, Planet Fitness and Dairy Queen.
Jim Elms
Chief Engagement Officer
Prior to rejoining Barkley, Jim worked as the head of context strategy for Grey Worldwide, global CEO for Initiative, and global managing director at IPG. During his career, Jim has led relationships with Nike, Unilever, AB InBev and Amazon (which continues to this day).
Katy Hornaday
Chief Creative Officer
From TV and digital to social and experiential, Katy leads all creative at Barkley to help brands like Dairy Queen, Hershey, Planet Fitness and Vanity Fair Lingerie discover their biggest possible futures. She’s also worked on a variety of brands, from Volkswagen to Old Navy, and for agencies like Crispin, Porter + Bogusky and Mullen.
Chris Cardetti
SVP / Executive Strategy Director
Chris works with Barkley’s strategy team on a high-level brand strategy all the way down to everyday promotions. He’s led the brand revitalization of Dairy Queen under its “Fan Food. Not Fast Food.” brand idea and Spirit Airlines under its “Bare Fare” rebrand campaign. Other recent experience includes Target, Ball Canning, Russell Athletic, and Marmot.
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