In-House Creative
The Herald Group’s in-house creative team delivers writing, design, video, and campaign strategy purpose-built for public affairs — without the agency-of-record layers, outside vendor handoffs, or slowdown that come with them.
Led by an award-winning creative director, the team has earned more than two dozen industry awards over the past decade, proof that public affairs work can be held to the same creative bar as any top commercial shop.
THE PROBLEM
Good messages fail when they don’t stand out.
Today’s policy and regulatory debates are shaped by a constant stream of competing content—across digital platforms, earned media, AI-driven environments, and stakeholder networks.
Audiences are overloaded. Attention is limited. And even well-crafted messages are ignored if they are not delivered in a way that captures attention and reinforces meaning over time.
Unlike a consumer campaign chasing broad reach, public affairs creative has to move a small, specific audience…on a timeline set by the news cycle, a regulatory decision, or a reputational crisis, not launch dates…where a single misstep can become the story.
Success requires more than strong messaging. It requires creative execution that is built for how audiences consume information today—paired with the strategic discipline to ensure that every asset supports a broader campaign goal.
Creative only matters if it moves the audiences who move decisions.
Brad Whitford
Chief Creative Officer at The Herald Group
WHAT WE DO
Innovative Strategies + Extensive Capabilities
THG develops integrated creative and content programs—designed to support advocacy campaigns, issue engagement, and reputation management from message development through execution.
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Message & Narrative Development
The right words, for the right audiences, at the right moment.
We translate complex policy and business issues into clear, disciplined narratives that resonate with decision-makers and the networks that influence them—ensuring consistency across every channel and touchpoint.
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Campaign Creative & Visual Identity
A look and feel that makes your campaign unmistakable.
We build cohesive campaign identities—including visual systems, design frameworks, and branding—that give campaigns a clear, recognizable presence and reinforce message recall across platforms.
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Content Production (Digital & Paid Media)
Assets built for the platform, not just the message.
From static ads to short-form video to long-form digital placements, we build creative tailored to each platform's behavior.
Paid social, display, streaming, and earned distribution each demand a different format, and we build for that difference
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Video, Motion & Storytelling
Ideas that move and deliver results.
We plan and produce video and motion content built to explain dense policy and regulatory issues in seconds, not paragraphs, giving campaigns a format that travels across paid, earned, and organic distribution alike.
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Website & Digital Experience Design
A digital home base that works as hard as the rest of your campaign.
Advocacy and campaign sites have to work for press, Hill staff, coalition partners, and the public at once.
THG designs and builds digital platforms that serve all of those audiences simultaneously, so anyone who lands on the site understands the issue and knows what to do next.
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Rapid Response & Real-Time Content
Ready when the news cycle isn't waiting.
Policy fights move on their own clock—a hearing, a leaked draft, a reputational crisis—not a campaign calendar.
THG develops rapid-response creative and content to ensure clients can engage in the moment with clarity, speed, and strategic discipline.
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Integrated Creative Across Channels
One campaign. Every channel. No mixed signals.
Creative is only effective if it is consistent. We ensure content is adapted and deployed across digital, paid media, earned media, and out-of-home placements—reinforcing messaging through coordinated execution.
Break Through the Noise
We build creative designed to cut through crowded, high-stakes information environments.
Reinforce Message Recall
Consistent visual identity and repeated exposure help audiences remember key narratives.
Simplify Complex Issues
We translate technical, regulatory, and reputational subject matter into formats a non-expert audience can grasp in seconds.
Support Surround-Sound Campaigns
Creative is built for deployment everywhere a target audience might encounter it—digital, earned, and offline—so no touchpoint feels disconnected from the rest.
Drive Engagement and Action
Every asset is designed with a purpose—whether to inform, persuade, or activate key audiences at critical moments.
Designed to Fit Your Needs
The most effective creative does more than look good—it drives understanding, recall, and action.
THG’s creative capabilities are built to ensure campaigns break through, reinforce messages, and influence how stakeholders understand complex issues over time.
Simplify Complex Issues
We translate technical, regulatory, and reputational subject matter into formats a non-expert audience can grasp in seconds.
Break Through the Noise
We build creative designed to cut through crowded, high-stakes information environments.
Reinforce Message Recall
Consistent visual identity and repeated exposure help audiences remember key narratives.
Support Surround-Sound Campaigns
Creative is built for deployment everywhere a target audience might encounter it—digital, earned, and offline—so no touchpoint feels disconnected from the rest.
Drive Engagement and Action
Every asset is designed with a purpose—whether to inform, persuade, or activate key audiences at critical moments.
Our Team
Meet the team behind THG’s creative practice. Our professionals combine strategic communications expertise with award-winning creative execution across public affairs and advocacy campaigns.
Brad Whitford
Chief Creative Officer
Brad Whitford is the Chief Creative Officer at The Herald Group, bringing nearly two decades of creative leadership across public affairs, corporate reputation, and advocacy to help organizations communicate with clarity, authenticity, and purpose.
Vivek Kakar
Associate, Digital
Vivek is an Associate at The Herald Group, where he draws on experience spanning Capitol Hill, political advertising, and legislative tech to support digital campaign execution and strategic communications for public affairs clients.
Coleman Martinson
Marketing
Coleman brings five years of hands-on digital marketing experience across organizations of every size — from lean startups to large-scale trade associations — giving him a versatile, ground-up understanding of what it takes to build and execute effective strategy.
Meet the Entire THG Team
Meet our entire team of political campaign mentalities, MBA acumen, and more.
