With expertise in food and beverage, health and wellness, and technology categories, Partners + Napier serves regional, national, and global clients. In 2019, Effie Worldwide ranked Partners among the Top 20 Most Effective Agencies in North America for its second consecutive year.
Instant Pot, the multi-cooker brand with a cult following and the number one seller on Amazon, tapped Partners + Napier to create its first-ever advertising campaign following a competitive review. “Dinner. Done.” targets food enthusiasts, health-conscious consumers and busy parents with 15- and 30-second TV spots, pre-roll, social media and display advertising, and celebrates the unmatched time savings and zero-stress cooking experience of Instant Pot.
For decades, Highmark was the exclusive health insurance provider for State of Delaware employees. But all that changed when the state negotiated a deal with a national competitor to offer their HMO plan. With thousands of members set to be auto-enrolled in the other plan, and only a more expensive PPO option to sell, we needed to convince state employees why they should stay with Highmark. So, we tapped into Delawareans’ deep Blue Hen pride. In just six weeks, this bold campaign delivered 3x ROI and helped Highmark achieve 97% of its total enrollment goal and exceed retention goals by 10%. As a result of the work, Effie Worldwide named Highmark Health one of the Top 10 Most Effective Marketers in North America, alongside IBM, Unilever, and P&G. Not bad for a chicken selling health insurance.
Simply telling people to vote is boring. And ineffective. But putting issues people are insanely passionate about front and center — that provokes action. So we inspired citizens to insert themselves in the democratic process with a rallying cry: Wherever you stand, the vote needs U. Our website welcomed visitors with a selection of hot-button issues they could share on social, plus links to register and locate a polling place. We built grassroots support with posters, buttons, stickers, and shirts. On top of landing The Drum’s “Creative Work of the Month,” the 60-day campaign generated over 3.5 million impressions and over 250 voter signups.
With over a billion members worldwide, global ecommerce powerhouse Rakuten needed to increase brand awareness in the U.S. Their first U.S. event, Rakuten Optimism, was the perfect stage — and the pressure was on to deliver the right attendees. Fresh from similar successes with other clients in global ecommerce, we developed a digital and social-first attendee acquisition campaign that aligned with the phases of the audience’s buyer journey. Because we handled both creative and media in-house, our dynamic campaign dashboard integrated real-time data on registrations, website analytics, media performance, and creative messaging to inform ongoing optimizations that progressively increased registrations and decreased CPA. Our scrappy approach exceeded their attendee goal by 42%.
BurgerFi, a fast-casual restaurant chain located primarily in the Southeastern U.S., needed to stand out in a crowded market of burger chains. We created a new brand positioning and campaign for BurgerFi celebrating a major point of differentiation: BurgerFi uses only vegetarian-fed, hormone-free, free range American cattle to make its burgers, and only 1 percent of beef meets that high standard. With the "Burgers for Every 1" campaign, we turned an exclusive benefit into a rallying cry with a range of quirky characters. The integrated campaign has been rolled out across all BurgerFi platforms including online video, social media, website, radio, and in-store signage.
To drive interest in Delta Air Lines vacation packages, we launched a national takeover in busy airport terminals, Delta Sky Clubs, and Delta's in-flight entertainment to encourage passengers to Escape to Anywhere. Ads in Sky Magazine reached across the entire Delta Air Lines fleet. The campaign smashed sales results from the previous year, with a 145% increase in gross revenue, 183% increase in bookings, and 165% increase in passengers, setting records across the board for online consumer direct performance.
Sharon Napier is Founder & Chair of national integrated creative company Partners + Napier, twice ranked among the Top 20 Most Effective Agencies in North America by Effie Worldwide. Napier also sits on the Global Strategic Leadership Team of Project Worldwide, a privately held creative holding company.
Honored by Ad Age as one of the 100 Most Influential Women in Advertising, Napier has earned her reputation as a trusted voice in our constantly changing creative industry. She has been twice featured in The New York Times’ Corner Office column, and appeared in The Wall Street Journal, Ad Age, Adweek, Forbes, and many more. Napier was a featured speaker at the 4A’s Transformation Conference, Mirren CEO Executive Summit, multiple Advertising Week events, and served as the keynote speaker at Ad Age’s inaugural Small Agency Conference.
At Partners + Napier, Napier oversees all executive leadership with a focus on company growth including strategic capabilities and acquisitions, enriching the agency’s client relationships, providing top-to-top counsel, and championing a diverse and inclusive culture. Her guiding mantra that business is personal has fostered teams built on empathy, trust, collaboration, hustle, and shoulder-to-shoulder client partnership, earning client tenure 3X the industry average and employee turnover less than half of the industry average. The agency serves a range of clients across multiple industries, from cutting-edge start-ups to established national and global brands, including six Fortune 1000 companies.
Beyond Partners + Napier, Napier is active in numerous organizations aligning with the agency’s verticals of expertise and her personal passions. She serves as co-Vice Chair of the 4A’s, is a member of the Board of Trustees at the Rochester Institute of Technology, and is co-Vice President of the Memorial Art Gallery Board of Managers in Rochester, NY. She is also a member of the Culinary Institute of America’s Society of Fellows.
Napier has garnered numerous accolades including Trailblazer Working Mother of the Year from She Runs It, the prestigious ATHENA Award, and Outstanding Alumna of the Year from the Rochester Institute of Technology.
As CEO of Partners + Napier, Courtney leads with a perfect mix of sharp strategic thinking, collaborative style, and creative soul – her trademark since joining the agency as one of its original “Brave 40” employees in 2004. She oversees all client growth and agency operations, with a progressive vision for the future that continues to evolve the agency’s talent and capabilities.
Under Cotrupe’s leadership, Partners + Napier has seen year-over-year double-digit growth, welcoming clients like Smashburger, BMW Financial Services, Highmark Health, Instant Brands, Conduent, and others. Cotrupe also spearheaded the aggressive expansion of Partners + Napier’s capabilities in recent years, first building its in-house media planning and buying discipline, The Media Group, which now supports multiple clients across digital and traditional channels, and in 2020, expanding the agency’s content capabilities with the launch of a state-of-the-art, in-house content studio, Gammut Productions.
Cotrupe serves as a board member on the national American Advertising Federation, chair of the 4A’s New York State Council, and director at large at Causewave Community Partners. She serves as a mentor for executive women in the Greater Rochester Chamber of Commerce’s CLIMB program. She recently co-chaired the American Heart Association’s Go Red for Women campaign, raising a record-breaking $150,000 for women’s heart health.