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looking for new ideas on branding? marketing? research? package design? advertising? digital? social? consumer promotions? trade promotions? trade support? media placement? photography?

look no further.

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Our diverse team is a fusion of the best aspects of small, “Creative Boutiques” harnessed to the strategy, metrics, and marketing savvy of “The Big Boys.” We combine enthusiasm, talent, responsiveness, and passion , with business acumen, brand stewardship, client-side perspective and performance accountability. It’s out-of-the-box creative, on a solid foundation of measurable goals and strategy. And it produces dramatic results.

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experience our experience
(some of the companies senior management has advised)
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How We're New


Big Agency Resources  -- and...

We offer Research, Marketing Planning, Media Placement, Strategy, Creative and Execution. We understand the importance of brand development in both consumer and trade marketing, as well as shopper marketing, packaging, promotions and everything in-between. We know the right questions to ask (of you and your customers), how and when to listen mindfully, and how to conceive effective insights from what we learn.

Small Shop Attention

When you work with us, you’ll think you’re our only client. And that’s how it should be (and always will). Most of our growth comes from our clients growing, or from happy clients taking us with them when they move to their next, bigger opportunity. So we’re in it for the long haul with you.

Reasonably Priced -- and...

We live in the real world. Your world. One where you have a smaller budget than you need, but it still has to deliver. (In fact, our clients often say we over-deliver.) Our overhead is low. So your dollars are going straight to talent and experience, not a corner office on the 43rd floor.

Ridiculously Responsive

Recently, a client briefed us at 6 pm on Friday, with a big emergency that had to go out by 8 am Monday. Concept, copy, design, revisions and finished art, all delivered to the client by 7:15 Monday morning. So tell us when you need it, even if it’s ridiculous. If it can be done, we’ll do it. And if we say it will be done, you can count on it. Period.

World-Class Talent  -- and...

Creative that always surprises and surpasses your expectations. Lateral thinking at its best. Brilliant insights brought to life through clever copy, head-turning images, powerful design and jaw-dropping photography. We’re very proud of our work. More importantly, it boosts our clients’ brand performance and sales (and we can prove it). Great creative sells. And that’s all we do.

Itty-Bitty Egos

We have no interest in having any Prima Donnas on our team. (We've adopted a strict "No Assholes" Policy.) You know, the kind of creatives who wear all black, swear a lot and think that their idea (and exactly their idea with NO changes) is the only solution to your needs. It’s a team effort and a collaborative exercise, both internally and with you. (We even play well with other agencies.) So we leave our egos at the door.

experts in every aisle

The Food & Beverage Experts

Since 1990, each of our senior staff has been intimately involved in marketing, branding, packaging, promoting and advertising national and regional food and beverage companies.

Our team helps you launch, refresh and extend your brand. We offer planning, activation and execution. By understanding shoppers, consumers, channel members, and regulators, we can help you get additional shelf space and maximize your shelf presence.

We'll generate trial with targeted consumers, build stronger loyalty for your brand, and enhance repeat (and more importantly) depth of repeat purchases.

Every Channel

Grocery, Club, C-store, Mass Merchandise, Online, Specialty Retailers, Drug, Foodservice, Vending

Every Type

Name Brands, Private Label, Captured Brands, Regional Brands, Smart Brands

Every Category

Mainstream, Ethnic, Low-Cal, Low-Carb, Whole Grain, Supplements, Natural, Organic, Decadent, Weight Management, Children, Gluten-Free, Nutraceutical…

Every Aisle

Dairy, Protein (Beef, Bison, Poultry, Seafood, Pork, etc), Soda, Cereal, Frozen, Produce, Juice, Dessert, Cheese, Condiments, Candy, Salty Snacks, Cookies…

Every Service

Research, Marketing Planning, Marketing Activation, Package Design, Structural Development, Consumer And Trade Promotions, Interactive, Social, Sales Support, Media Placement, Trade Show Support And Photography.

our services
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Research & Strategy

We embrace shopper insight as a strategic asset. Our research allows you to benchmark, track and improve performance. We guide you through innovation, while assessing and blunting competitive threats.


Your name and logo is the distillation of everything your brand means. We create powerful names and logos that resonate with consumers. And we understand how to refresh your brand and corporate identity without sacrificing equity.

Package Design

Packaging is unlike any other form of marketing, and we’re experts at every aspect. Fresh, exciting, and timeless, our work reaches off the shelf to grab consumers. We know all the rules and which ones to break.

Advertising & Promotions

Consumer and trade ads, outdoor, point of purchase, FSI’s and more. We’re left and right brain thinkers. So we deliver the media placement to get your message seen, as well as the powerful creative to get you noticed.

Marketing Support

We cover all of the supporting sales material needs to effectively sell your product into the trade - from product brochures to electronic sales solutions and presentations. We help with trade show booth design and graphics, as well as custom photography and videography.

Email & Web Design

We extend your brand presence to the web using the latest standards. Modern responsive websites and landing pages are expertly crafted to make your brand accessible to everyone, whether they’re on a phone, tablet, or computer.

we've been doing this awhile now
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dave marabella

Principal, Marketing

As a co-principal of The New Idea Group, Dave's approach is to engage new clients and analyze all of their marketing needs. He delves into every promotion and every piece of marketing communication, as part of their total “brand investment.”

Dave's philosophy is that all marketing is done with purpose — with an objective, a goal and a strong focus on ROI. His background includes a healthy mix of Sales, Advertising, Promotion, and Direct Marketing over the past 30 years.

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dale new

Principal, creative

Dale is the founder and one of the principals at The New Idea Group. For almost 30 years now, he has been advising clients ranging from start-ups to global brands including Quaker, Panasonic, Chiquita and others on their Creative, including branding, positioning, packaging and promotions. While at a niche, creative-boutique he realized the desperate need for today’s marketers to to tie their Creative to strategy in a way that is both actionable and measurable.

He is a regular lecturer at St. Joe’s Center for Food Marketing. He also presents Webinars and contributes articles to Package Design Magazine. He is a feature speaker at conferences including Stagnito’s Packaging That Sells Conference. At The New Idea Group, he serves as the Strategic Creative Director, ensuring that our Creative is both dramatic and effective.

let's meet!