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Broad Cove Advisors is Launched!

Updated: May 22, 2020


Today marks the first official day for Broad Cove Advisors. I would like to celebrate the official beginning of Broad Cove’s journey with an expression of appreciation for all of my brothers and sisters in the experiential marketing business.


Over the last three months, as I built out and pressure-tested the Broad Cove mission, service offering and value proposition, I have benefited tremendously from the wise and generous counsel of dozens of folks from across the experiential ecosystem: brand-side, agency-side, suppliers, executives, owners, producers, procurement professionals, brand managers, account managers…even lawyers.


Every single one of those discussions has served to add fuel to the fire of my passion for the world of brand experience and the mission of Broad Cove. Those interactions have reaffirmed my unshakeable respect, admiration and love for the people who work in brand experience.


Many of these conversations took place after COVID-19 started to wreak havoc on the experiential industry. Even so, those conversations instilled me with great optimism for the future of brand experience. Why?


Because we know that, as scary and unpredictable as this moment is, it is just a moment.


We know experiential delivers unparalleled meaning and value to our audiences…and that our audiences long for those experiences now and will appreciate the thoughtful evolution of brand experiences as we journey into the future.


Brand experience professionals are hardwired to be resilient, innovative, and adaptable. They conjure inspiration and confidence from the unknown. And, for a living, they create order, calm and joy out of chaos.


These are the people that find a ServSafe certified, Mandarin-speaking brand ambassador in Topeka on two hours’ notice.


They haul a broken down bus from Salt Lake City to Austin overnight and have it repaired in time for the next day’s activation.


They convince a local permitting office to issue an event permit in 24 hours even though the local rules mandate a ten day waiting period.


They convert an abandoned store front in Times Square into a world-class café in three weeks over the winter holidays.


They sacrifice evenings, weekends, vacations and special events in service of creating impactful experiences for strangers.


They are some of the best people on the planet and their passion, resilience and innovation - coupled with the value their work brings to the world - will see them successfully through this unprecedented challenge.


To all of my brothers and sisters in brand experience, if I can be helpful to you in this moment - with strategic counsel or just a casual conversation over a virtual coffee or beer - please do not hesitate to reach out to me. You can hit me on LinkedIn or at brad@broadcoveadvisors.com.


- Brad