Jaime Butler-Binley is launching Brand 21,
a full-service brand and marketing agency
headquartered in Saratoga Springs at 376
It’s the third agency launched by Butler-
Brand 21’s mission is to create and deliver
results-driven brand experiences for global,
national, and local business and start-ups in
technology, consumer packaged goods, luxury,
sports, life sciences, insurance and finance,
and travel and hospitality industries, she said.
Butler-Binley, of Bolton Landing, has a
20-plus year track record of building brands.
“We not only want to reach the people
who need our clients, but leave them with the
impression that they can’t live without them.
It’s the sweet spot we want all of our brands
to find,” said Butler-Binley, founder/president.
Brand 21’s foundational services include
brand and strategic development, creative
execution and media engagements.
Butler-Binley’s career launched in New
York City where she spent more than 10 years
working for industry giants including Publicis
N.A. and DIGITAS (currently Digitas LBi),
executing creative and strategic campaigns
for mega brands like American Express, Ann
Taylor, BMW, Canon, L’Oréal, and Starwood
Hotels & Resorts, to name a few.
In 2003, Butler-Binley returned from Madison
Avenue and joined Palio Communications
(Palio+Ignite) as group creative supervisor. In
2006, she created her first agency and founded
B-Squared Integrated Marketing. In 2008, BSquared
was rebranded to Fingerpaint and her
second agency was born.
As the agency’s creative lead and co-founder,
Butler-Binley integrated marketing and
creative strategies across all communication
channels while fostering the agency cultureand client engagements for top local, national
and global brands across multiple sectors. She
was also instrumental in building Fingerpaint
and elevating the brand to what it is known
Brand 21 is Butler-Binley’s latest entrepreneurial
venture. The agency focuses on defining
an ownable brand promise and position
starting with the question, “Who are you?”
“It’s a simple question, but one that is not
being accurately explored,” Butler-Binley
said. “Marketing trends and strategies are
changing so fast, brands have lost their way.
Companies are following industry hype rather
than focusing on what makes them different.
Our approach urges clients to think before you
build to distill that difference.”
Committed to the notion that people
can’t build experiences without experience,
Butler-Binley has brought together a team of
multi-generational and seasoned, creative and
strategic thinkers. Their varied backgrounds
and skill sets range from developing iOS apps
and integrated digital campaigns to broadcast
and traditional campaigns for iconic brands
like Fox Sports Network, GE, Green Mountain
Coffee, The Hartford, McDonalds, Microsoft,
Sony and more. She said the Brand 21 team
shares a common passion toward building
brands that give clients sustainable value.
Butler-Binley also serves on the executive
board for the Juvenile Diabetes Research
Foundation and will serve as president and
board of directors chairwoman for the Northeastern
Chapter in 2017. As a type 1 diabetic,
she has made it a mission to turn Type One
into Type None through advocacy and raising
awareness and funds for research, eventually
finding a cure for the disease.
For more information on Brand 21 and its
capabilities visit brand-21.com.