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20 Business Excellence Awards 2021

New Theory Creative is Helping Brands Break the Mold


The world went on a pause as businesses had to take a breather with the onset of the COVID-19 pandemic last year. But the online medium has thrived and grown despite the pandemic. This has undoubtedly brought the digital marketing and advertising industries to the fore as brands seek more reach. Miami-based New Creative Theory is one of the cutting edge creative agencies that broke through the ranks and delivered quality digital marketing and advertising services to the likes of Cartier, Cultured Mag, and Rolex during recent times.

Despite the pandemic, New Creative Theory blossomed during the summer of 2020 as it saw fantastic growth after delivering great results for its clients through its unique blend of services to help brands thrive in the digital world. The company also helps businesses elevate their eCommerce performance by integrating the best software in the market and leveraging their creative talent to come up with web-based content that help bring in more users, encourage purchases, and have customers become strong advocates for brands by using retention-based strategies. This has helped many brands stay relevant.

“We have worked with leaders in the space like Cartier and eCommerce stores like Cultured Mag (their shop) and Liv Watches see gains by instituting website, content, email, and ad strategies that encourage people to consistently be visiting their sites to make a purchase,” said Jeffrey Fermin, Founder and CEO.

In a brief interview, Mr. Fermin talked more about the company’s offerings and its best work till date. He also talked about the agency’s aspirations for the future. Read on for the excerpts from the interview.

Q. What was your motivation behind starting the agency?

After working with startups for nearly a decade, I wanted to keep that same pace and energy and bring it towards the agency world. From a business perspective, agencies have a model that works, but from an innovation standpoint, they’re still eons behind the way digital marketing departments at SaaS companies run. The beauty of how we run is that we can keep a lean operation to ensure growth and focus on what matters, finding creative solutions to help our clients grow.

So far, we have been able to work with companies in different verticals and it has been interesting to see how applying the same logic as a SaaS company has helped companies grow. A couple of our notable clients are: Cartier, Cultured Magazine, Nestle, Pabst Blue Ribbon, Rolex, and Liv Watches. Now, we’re looking to move up from our computers and doing more on the production end. We already have a lot of great photographers and videographers, so now it is a matter of us getting interesting leads that will allow us to be our creative selves.

Tell us about the full range of services on offer with New Theory Creative.

Our main offering has been our digital marketing services and bundles. A lot of our revenue came from ad creation and ad management, being that a lot of clients went digital during the pandemic, we had to make sure to use ad service platforms wisely to ensure business growth. We also offer website design and development, content creation; this includes photography, video, audio services, graphic design, illustration, and more. We also offer eCommerce solutions, so everything from development of an ecommerce environment to inventory management is covered by our team.

We basically serve as a team that handles all of the heavy-lifting from a marketing perspective. And we have been extremely fortunate to have worked with companies that are just starting out and also the ones that are already established.

Q. How do you help brands ‘break the mold’?

We wanted to have the term “break the mold” be used throughout our website and marketing because it is embedded in our company’s DNA to “disrupt.” Though we can’t speak for every brand, we have seen a lot of companies operate in an echo chamber and need an outside perspective to help find new and innovative ways to reach their consumers. This could be as simple as bringing on creative specialists (think illustrators or photographers) that will color outside the lines and provide an ad or piece of media that will really entice an audience. Personally, I love using video and that’s why we have invested so much to up the production quality to get the most out of our video ads and bits of content.

Q. Could you tell us about some of your best work?

Our best work has come with helping some of the high-end brands that we have worked with. Whether it’s been Cartier, Cultured Mag, or Rolex — through the collective. It is fun having to do that mix of beauty and product shots to be used on advertisements. The work is enjoyable because we have Miami as the backdrop for a lot of the images. We want the agency to be synonymous with Miami. Though we have a small presence in NYC, Boston, and Chicago, Miami is very much the base of operation, and we want our clients to have that Miami swagger to their work. So, our best work is whenever we are able to get our creative juices flowing and come up with media that best reflects the clients’ products and blend it with our city.

Q. How do you tailor your services to suit the needs of the clients?

We know that every industry and vertical has different challenges that they face, so we do extensive research on the products, competitors, and most importantly, the consumers to know what they’re going to need moving forward. After research comes time to implement the technology needed to help get the most out of the marketing initiative.

Whether it’s a social media AI tool, or an ad management system, we have enough partnerships with marketing service providers that we can easily find a good solution or service to get the desired goal that the client is going after. Then it becomes as simple as optimizing all of the creative work on a daily basis. Though some decisions are made weekly, if we see trends going downwards fast, we act quickly to make sure that we are getting the most out of our project. 

Tell us about the technologies that enhance your offerings.

The best thing that has happened to the company is getting employees that know the importance of consistently testing out new tools. We use a variety of different services to keep things moving. Obviously, the Adobe Creative Cloud is the most commonly used tool, but aside from that we use all of the major ad systems like Google, Facebook, Instagram, Pinterest, and Outbrain to handle advertising.

We have a wide array of CMS tools and social media tools that help organize and manage content. So, we have used and developed websites through Squarespace, Wordpress, Shopify, WooCommerce, Wix, and more. We do our best to guide clients to use systems for the long-haul, even if they have moved on from us; we feel like it is our duty to provide the customer with work that will help them, even when our contract is up. Aside from that, we are always on the lookout for new systems that can help a client succeed. I spend a lot of time going through ProductHunt or Sumo for the latest and greatest offerings. 

Q. What does the future hold for your firm?

New Theory is definitely going to venture out and get more into the production side of things. By that, I mean making investments into content creation. This year, we are working on a documentary (we’ll be announcing it soon), and we have added new photographers to the roster, so there’s going to be a lot of unique perspectives and different styles to our work.

We are thrilled to see what we’re going to make this year and, I strongly believe, that we’ll start branching out to work with even larger brands on bigger projects. Aside from that, I hope that we can start bringing more people in through the door and generating enough revenue to invest in our own studio, where we can do photography, videos, and also manage our digital marketing operation.

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The Leader

Jeffrey Fermin, Founder and CEO

He has been a digital marketer for nearly 12 years. He was the co-founder of Officevibe, a widely used HR SaaS system that has been adopted by over 3,000 organizations in over 120 countries. As the founder of New Theory Creative, he works with a globally-dispersed team and creatives in the Miami area to help global businesses thrive in the ever changing digital landscape.