MESSAGE THERAPY
if one letter changes everything,
imagine what a conversation can do
IS YOUR BRAND ICONIC…Or are you boring AF?
Come on, you’re an original. Every one of us IS.
But sometimes we need a little “message therapy.”
The middle is tight and stressful.
The bottom is even worse.
“Sameness” is bad for business.
Without great creative that captures your voice and sets you apart…
Why say anything?
And if you’re not saying anything…
You’re not unlocking the consumer trust and marketshare that’s eluding you.
You want what I call The 3 R’s:
-
Recognition
-
Respect
-
Revenue
So, sell the truth with humor and humanity.
LOVE THE BRAND YOU SEE IN THE MIRROR.
And your audience will love YOU.
“Hersh is the rarest of rare thinkers.
He combines the ‘yin’ of creativity with the ‘yang’ of true branding.
Grasping the DNA of a brand and being able to crack open the energy
in a way that is fresh and connects to the audience is something of incredible value.
Few are able to not only connect the dots,
but to do it in a way that is unique and in the ‘voice of’ the brand –
this is what Hersh brings to any assignment.”
David Kahan,
CEO Birkenstock Americas
IS YOUR BRAND ICONIC…Or are you boring AF?
Come on, you’re an original. Every one of us IS.
But sometimes we need a little “message therapy.”
The middle is tight and stressful.
The bottom is even worse.
“Sameness” is bad for business.
Without great creative that captures your voice and sets you apart…
Why say anything?
And if you’re not saying anything…
You’re not unlocking the consumer trust and marketshare that’s eluding you.
You want what I call The 3 R’s:
-
Recognition
-
Respect
-
Revenue
So, sell the truth with humor and humanity.
LOVE THE BRAND YOU SEE IN THE MIRROR.
And your audience will love YOU.
“Hersh is the rarest of rare thinkers.
He combines the ‘yin’ of creativity with the ‘yang’ of true branding.
Grasping the DNA of a brand and being able to crack open the energy
in a way that is fresh and connects to the audience is something of incredible value.
Few are able to not only connect the dots,
but to do it in a way that is unique and in the ‘voice of’ the brand –
this is what Hersh brings to any assignment.”
David Kahan,
CEO Birkenstock Americas
Consultation, Creative, Content, Press Writing & More
TESTIMONIALS
“A great experience working with Hersh! He gets up to speed quickly, responses are timely, and his ideas and copy are spot-on.
Oh, and yes, Hersh is a really good comedy writer!”
The big surprise was to see this dude capture an insight and expand on it. I’m a writer too, but it’s a treat having someone who can look at my story and make it juicier without resorting to lies.
Thank you so much Hersh! It’s already a total success because of your amazing press release. Seriously, the theater could burn down or the screening not happen and we still walk away as winners because of you. Gratitude from the bottom of my shriveled blackened heart!
Far better than pushing information, Hersh tells our story.
He magically captures the essence of whatever we’re publicizing, and taps into our voice.
I’ve worked with Hersh for many years. And so have his clients. That can’t be said very often in the challenging business of creative marketing where rampant client churn is the norm.
Jesus, Hersh! You are really good with words!
PR PORTFOLIO
SPW: Surging Anti-AAPI Hate Crimes Form The Backdrop For Natasha Lee’s 'In The Visible'
In February, 2021, director Natasha Lee and producer Lucia Tran assembled an all-volunteer, all Asian American Pacific Islander (AAPI)-identifying crew to sit with AAPI documentary subjects, to learn about their experiences in America – and to capture their reactions to the disturbing – if too familiar – climate in which we find ourselves. On March 16, the mass shooting of six AAPI victims in Atlanta, GA, added to the emotional weight of the material and influenced the experience of making the film…
PostPerspective Behind the Title: The Cabinet director Doug Cox
I started The Cabinet about four years ago with the intention of making a content creation space that did everything. I had been the in-house editor at a huge agency for eight years when digital content exploded, and suddenly I was writing and directing as well.
Reel360: Union Editorial partners with Amazon Studios, Mutt Film on ‘Always Jane’
“I knew we had to find a way to get this made,” says Michael Raimondi of Union. “Jane’s story is too important to not be told.” The four-part docuseries Always Jane follows transgender teenager Jane Noury and her family as she nears graduation and prepares to leave the nest in a true coming-of-age story.
shots: Editor of "World's Biggest Asshole" Finds a Loving Home
Editor Graham Turner, whose award-winning editorial credits include The World’s Biggest Asshole for Donate Life (via The Martin Agency, directed by Speck and Gordon), which garnered 10 Cannes Lions among other honors, has joined bicoastal Union as Editor/Partner.
Adweek: This Director Turned $5,000 Into an Outstanding Adidas Spec Ad
Adidas’ approach to creators has made the brand a darling of the creative set. A campaign at the end of last year, “Calling All Creatives,” showed just how much Adidas values this eclectic group with a spot featuring their views on the topic.
LBBonline: Filmmaker Jordan Brady Launches Online Commercial Directing Masterclass
Created on lockdown in the midst of the pandemic, Jordan Brady’s Commercial Directing Masterclass is rooted in principles of leadership that are both of the moment and evergreen. Since its launch, it has garnered 5-star reviews across the globe.
CREATIVE DIRECTION
Where2Next? Mephisto
For more than 50 years, Mephisto has been earning and rewarding the loyalty of consumers by hand-crafting footwear that is among the most comfortable and durable in the world. As the constant companion of so many, we are interested in stories of shared experiences and new perspectives.
The KOSHER brand: "it's all good!"
#IAMNOJOKE Anti-Bullying Concertat the Sunset Marquis
P5 began its relationship with singer/songwriter Andrew Cole (hit song Colourblind) in 2018, when we brought Andrew, George Pajon Jr. of the Black Eyed Peas, and world-renowned violinist Koi Anunta in to perform at the launch of our #MephistoWalks pop-up experience.
BUSINESS WRITING
Blog Articles, Press Releases, Bios, and more
SXSW: Justine Bateman Reunites with Union Partner/Editor Jay Friedkin on ‘Violet’ | press releases
Vandal Los Angeles | Francis Lawrence Bio | bios
From three installments of THE HUNGER GAMES franchise to Lady Gaga’s “Bad Romance” music video – considered the most watched video of all time – the filmmaking imprint of Francis Lawrence is one of beauty, quality and unparalleled production.
Legit Bios for Fake People: #1 | Blog Articles
HOWARD RATNER, Jeweler
More than a dealer in gems, Howard Ratner is a remarkable odds-maker, known for his love of basketball. His business affords him proximity to celebrities such as recording artist The Weeknd, and he is so close to Kevin Garnett that the player once lent him his NBA Championship ring.
HERSH IN THE NEWS
Inside The Influencer Evolution
Influencers are now recognized as content creators, bloggers, storytellers and/or brand ambassadors; a fresh crop of talent continues to move business forward in new dimensions across multiple platforms.
Support Local Eateries Across the US with #ArtFeedsTheSpirit
Footwear brands need to Walk the Walk
One of the resounding messages to manufacturers from the recent industry trade shows is the importance of an authentic message and creating and telling a brand story – that should be synonymous with product and purpose.
Warren Lam and Hersh Rephun Launch #ArtFeedsTheSpirit To Support Local Eateries
Content creator/filmmaker Warren Lam and creative director/publicist/comedian Hersh Rephun have teamed up to promote local restaurants struggling during the COVID-19 global pandemic.
Best Use of a Hashtag in 2020? #Create #Change
THE RIGHT FIT
James Rowley, CEO of Mephisto USA, on making the classic French comfort brand matter again in America.
Why Coachella Continues to Be a Huge Marketing Focus for Brands
To put it simply, Coachella is cool — and fashion brands want in.
GET HERSH
Niche Market Expertise:
- Filmmaking/Commercial Directing
- Production/Post/Editorial
- Music Production
- Fashion/Footwear
- Entertainment Industry
Bios
From Business Leaders to Oscar Winners, Hersh specializes in one-of-a-kind bios that capture your personality and accomplishments like no one else can. As his for-fun column, “Legit Bios for Fake People” demonstrates, it’s all about perspective.
Press Releases
The 5 W’s are a great start, but the real W is “Who gives a shit?” Let’s talk about why you care, and we’ll draw them into your story.
Copywriting
In Hersh’s case, it should probably be called Originalwriting. But as an experienced wordsmith, Hersh knows there are some things the client simply will not change.
Miscellaneous
If we’ve gone to the trouble of coming up with a word for it, it must be important. Ask Hersh for help!