August 29, 2024//Branding, Company news//Alia Samhat

A refreshed LEFF brand, built to last

A couple of years ago, we came to a realization. There was exciting, novel work to do and new companies to serve. We were launching new projects and campaigns and ready for more. The issue: Our brand wasn’t. Our brand identity had carried us through tons of change, including significant growth and new clients and capabilities. But it no longer told the story of who we are, how we approach our work, and our impact and ambition.

So we got to work. An external agency guided us through the process and helped us identify where there was a mismatch between our former brand and what LEFF had become. We needed to reflect not only new services—for starters, we’d added whole departments, such as the LEFF Sustainability Group, and brought on new strategy talent—but also what we stood for in the business world. As we went through the process, we started thinking more deeply about the impact of excellent, innovative content marketing.

That became the foundation for our visual voice:

Our visual voice puts our clients’ outcomes at the center of everything we do. Designed to distill the impact and depth of our partnerships, it conveys one of our fundamental values: that our own brand is best served when we elevate the brands of others. It imparts a consistent message and way of working: Whatever the ride looks like, the end result is powerful, and the experience is engaging, enjoyable, and energizing.

Making client impact such a big part of our brand identity gives us focus, especially as we grow and venture into new territory. Which we will do—because taking some risks, getting a little restless, honing our subject matter expertise, and exploring what’s possible is what makes our content marketing agency what it is. Of course, there’s a lot more to it than that, but we’ve found a lot of our peers use the same words we do. There are a lot of creative, curious, and ambitious people in this field. So with all of that in the mix, plus decades of working with B2B companies and establishing our subject matter expertise, we’re finding our place and rolling up our sleeves to tell the stories our clients’ target audiences care about most.

Even as we officially launch our rebrand, we continue to draw inspiration from various sources: musicians and artists we admire, trends about to unfold, the people we work with and for, and the organizations we aspire to serve. There’s something incredibly energizing about feeling unstoppable—and that’s where we are today. The branding process pushed us to step away from the fray for a moment and crystallize our mission, vision, and values. And reassert our number one, daily goal: coming through for the people and companies we work for. From thought leadership to sponsorship strategy and internal communications, there’s no B2B business need or challenge we can’t address through our work.

There are tons of great ideas ready to make an impact on the world. Let’s create some incredible content out of them.To see some of our impact stories, check out our work here, or take a look at our new brand reel below.

 

 

Privacy Policy:

1. Introduction
LEFF is committed to protecting your personal data. This Privacy Policy explains how we collect, use, and share your information when you interact with our website, services, and communication channels.

2. Information We Collect
We collect personal data that you provide to us, such as:
// Contact Details: Name, email address, phone number
// Business Information: Company name, job title, industry
// Message Content: Information included in messages you send us

3. How We Use Your Information
We process your data for the following purposes:
// To respond to inquiries and provide requested services
// To improve our services based on user feedback
// With consent, to send marketing communications related to our products, services, and industry insights

4. Legal Basis for Processing
We process your data based on:
// Consent: Where you’ve opted into marketing communications
// Legitimate Interest: When processing is necessary to respond to inquiries or improve services

5. Data Sharing
We do not share your personal data with third parties unless required by law or necessary to fulfill your request.

6. Data Retention
Your data will be stored securely and retained only as long as needed to fulfill your request or comply with legal obligations.

7. Your Rights
You have the right to:
// Access your personal data
// Rectify inaccuracies
// Request deletion of your data (under certain conditions)
// Withdraw consent for marketing at any time

8. Data Security
We implement appropriate technical and organizational measures to safeguard your data.

9. Changes to This Policy
We may update this Privacy Policy from time to time. Any changes will be posted on this page.

Contact Us
If you have questions or requests regarding your data, please contact us at wordpress@leffcommunications.com.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.