MARCH 2024

TRENDS & INDUSTRY NEWS

In today’s consumer-driven landscape, brand values are paramount. Research by Consumer Goods Technology found that 82% of shoppers seek alignment and 75% are willing to sever ties over conflicts. Brands are responding by leveraging creativity and strategic positioning, with 45% of marketers increasing investment in value-driven content. This emphasis on value-driven messaging highlights the critical intersection of creativity and strategy, enabling brands to differentiate themselves and build enduring connections with their audience. By artfully articulating their values, brands not only differentiate themselves in a crowded marketplace but also forge enduring connections with their consumers. Learn more about how Figment Design can help cultivate a loyal consumer base rooted in shared beliefs and principles through creative offerings.

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EMPLOYEE SPOTLIGHT

PETER GUTIERREZ  Senior Art Director Join us in celebrating the talent of Peter Gutierrez as he steps into his new role as Senior Art Director. Peter has been an integral part of the Figment family since 2010, bringing his deep passion for design. His visionary approach and ability to “wow” clients with bold ideas have cemented his status as a power player on our team over the past decade. Beyond his exceptional creative talents, Peter is a passionate University of Miami Hurricanes fan, his BFF is his dog, Ziggy, and he infuses our office with positive energy as the resident DJ. Congratulations on your well-deserved promotion, Peter! We’re thrilled to witness the magic you’ll continue to create in this new role.

MEET US

CEO’S CORNER 

BEVERLY NICHOLSON-DOTY I am filled with such gratitude as I reflect on and honor the women who encouraged, inspired, and, as we say in the Caribbean, sometimes pushed, pulled and dragged me along. Their roles have been many and varied, yet all essential; some have been for a time and others a lifetime. These women have long exercised what is now commonly known as emotional intelligence. Women such as the late Patricia Venkus, my first boss lady in the hotel industry, a take-no-prisoners style leader; Jean Hendricks, owner of one of the earliest tour operator companies in the Virgin Islands; Judi Nagelberg, who led a first-class Destination Management Company; Lorette Resch, hotel owner; and living legends such as Leona Bryant, USVI Tourism and grandmother of the current Commissioner of Tourism; Berthia Parle, St. Lucia & CHTA; Christine Kennedy, Delta Air Lines; Sue Springer, Barbados hotel association executive; and Carol Guntley, Jamaica Ministry of Tourism, CTO and BWIA. These women all valued marketing, respected their strengths, and understood that engaging in professional services elevated their work because it made good business sense. In turn, they took their businesses, their countries, and their airlines to higher levels.

As I contemplate the influence of so many treasured role models, I am also deeply appreciative of the men who have supported, advised and stood by me in this journey. Their guidance and mentorship have been equally pivotal in navigating the challenges and seizing the opportunities that have come my way. Gratitude must be active. We find our greatest satisfaction when we are engaged in attentive listening, extending encouragement, respecting diverse perspectives, fostering an environment of kindness, and celebrating our individual and collective success. Let’s lift each other up, spread kindness, and recognize that the true value of success is in our collective achievements. The true joy is when we win together.

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