Synonymous
Alan Beard is an accomplished executive with extensive experience in media and marketing. Currently serving as the CEO of Synonymous since August 2020, Alan previously held key positions including Chief Brand Officer at Otter Media, where responsibilities included culture-building and storytelling for various media brands, and Chief Marketing Officer at Fullscreen Media, focusing on brand narratives and understanding media consumption behaviors. Alan founded McBeard Media, a social media content and strategy agency, and has also worked as an adjunct professor of Marketing Strategy at Pepperdine University. Further experience includes roles as Principal at Wave Strategies and Executive Director of Jx Network at Jupiter Research. Alan holds both a Master of Public Policy and a Bachelor of Arts in Music from Pepperdine University.
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Synonymous
Synonymous is a creative agency that helps brands and their audiences love each other more. For more than a decade we have begun every pitch by defining our mission as "Content people love for brands that love people," and then explaining what it meant to be a brand that loves its customers. People are complex but are worthy of being understood. Brands that love people commit to understanding their audiences and creating content experiences that serve them and give them reasons to return the love. Synonymous is committed to being the strategic creative partner to those brands and has invented an unrivaled process for discovering strategic insights that lead to more effective communication. We are living through an era where brands are awakening to how ineffective broad audience targeting is -- demographic and psychographic targeting is the opposite of love and understanding. It’s not innovative or insightful and it’s full of bias and prejudice. Once a brand understands its audience’s narratives, opinions, and stories in their own words, it becomes obvious how worthless traditional segmentation is for building successful long-term relationships. A decade after McBeard began and grew all the way through acquisition by one of the world’s biggest brands, we’re back with strategic and creative teams focused on loving and understanding audiences, generating insights with proprietary cutting edge technology, and then creating the most effective branded content imaginable.