Susan Yecies’ boutique is one of the best-kept secrets in New York, a low-profile high-impact brand-building firm that can hold its own with some of the city’s more high-profile creative shops. At Yecies, the focus is not on self-promotion, or even aggressive growth, as much as it is building close relationships with a handful of blue-chip clients—Ford Motor Company, Kraft, Nabisco, Huffy Bicycles—and delivering programs that build business by building brands.
In a fast-changing, highly competitive sales environment, Yecies uses its unique capability in trend forecasting to capture concepts that are strategically appropriate to its clients, then delivers creative—sometimes edgy—programming that helps clients push through the information overload and make an impact. Yecies has handled Nabisco’s Oreo cookies for more than a decade, and has been rewarded with additional brand assignments for Breath Savers, SnackWell’s and Barnum’s Animal Crackers. For Ford, meanwhile, the company handles the Think brand of electric vehicles.