Mr. Fine Exited the Shop in 2007 Ahead of Sale to MDC Partners
Redscout is bringing back Richard Fine, co-founder and CEO of consumer health brand Help Remedies, as the branding agency scrambles to manage its rapid growth.
Mr. Fine is returning in the role of managing partner, overseeing the strategy and creative teams. Redscout says it created the role to ensure that as the boutique grows, its size doesn't stifle creativity.
In his prior position at the New York-based branding shop, Mr. Fine served as a partner and strategic director for four years. After leaving in late 2007, just after Redscout sold to MDC Partners, he launched Help, a popular line of consumer-health products known for eye-catching packaging and quirky names like, "Help I Can't Sleep" and "Help I Have a Headache."
Five years after running the company and generating around $5 million in retail sales, Remedies LCC acquired the brand and Mr. Fine took a "glorious" year off to travel and think about his next move, he said.
He had stayed in contact with Redscout CEO and friend Jonah Disend, and recently decided to get back in the agency game. It became obvious that more marketing dollars were shifting toward brand and product innovation, he said.
The shift was no more obvious than at Redscout, which saw revenue growth of 69% and won 17 new accounts in 2013. And while the space is crowding with more traditional agencies trying to tackle brand consulting, shops like Redscout are already well positioned to grow.
The agency, which has 60 staffers, has played in the same space as branding shops like Ideo and WhatIf? and served as trusted advisors to companies likePepsi, Petco and Seventh Generation -- the latter with which it launched a line of six plant-based essential oils called "Boosts."
"I saw that the world had caught up with what Redscout was doing," said Mr. Fine. "The fundamental way a consumer experiences you -- that's really the best form of marketing. There's nothing more fundamental than the product."