— Style —

Beth Bronfman

Beth Bronfman’s built a multi-million dollar, New York advertising, interactive and branding firm, View The Agency.
pin it
"My mother taught us it’s okay to buy a Chanel blouse because you’ll have it forever."
pin it
"Help others succeed as well and be nice about it. That’s really important."
pin it
"Nothing’s missing from my closet. I shop my closet."
pin it
pin it
"We’re the kind of agency that acts as your in-house agency, because we’ll come in and work in all venues, because we understand each one and how they work together."
pin it

CEO, MANAGING PARTNER, VIEW THE AGENCY; BOARD MEMBER, MANHATTAN CHAMBER OF COMMERCE BOARD; BOARD MEMBER, WOMEN PRESIDENTS ORGANIZATION; NORTHEAST CHAIR, GOVERNING BOARD OF C200; ADVISORY BOARD, F.I.T. MARKETING COMMITTEE; FORMER VP ADVERTISING, MACY’S; OHRBACH’S; LANE BRYANT; WNEW-AM/FM RADIO

By Brenda Coffee content editorial director Mark Grischke photographer Noel Sutherland

Beth Bronfman is vivacious, smart, insightful, funny and always willing to help advance the cause of women in business. The recipient of three prestigious awards for women business leaders—the Presidents Award for the Women Presidents’ Organization, Office Depot Businessman of the Year Award and the Enterprising Women of the Year Award—Beth Bronfman’s built a multi-million dollar, New York advertising, interactive and branding firm, View The Agency.

VIEW HAS A REPUTATION FOR CREATING THE IMAGERY THAT MAKES BRANDS. BETH, AND HER PARTNER, KEVIN DOWNEY, APPROACH THEIR CLIENT’S NEEDS FROM THE PERSPECTIVE OF THE TOTAL BRAND EXPERIENCE.

“There’s so much clutter out there,” said Beth. “You have to develop a strategy that really stands out and that’s top-of-mind when the consumer’s ready to buy.”

During Macy’s “glory days of the 80s,” Beth Bronfman was VP of Advertising. Her time at Macy’s helped her understand the retail process: how to work with merchants, sell products and learn that advertising is a full-circle, brand experience.

“Sometimes clients will hire a digital agency for this, and a traditional agency for that, but what happens is there’s no commonality. There’s no Brand Steward. Because we understand how to sell the product, we’re in an ideal position to help the client. I am a Brand Steward in all aspects of my life. You always want to find the best ways you can to help people out, and it’s the same thing when it comes to selling their product.

“It’s not just the ad or the store, TV or the radio, and now, digital. It’s everything, all involved. I think that’s been our strength. We all (ad agencies) create beautiful ads, but it’s understanding the whole full-circle of integrating everything. It’s a very special skill set.

“Clients want to be on digital, but the question is, ‘Are you selling a brand on digital?’ ‘Are you selling the product on digital?’ ‘Are you selling back to a website?’ You have to have a strategy. It’s not just about taking their money and putting it on digital. You have to understand what digital can do for their product. You have to know how to integrate the design, the technology and the understanding of the retail environment with the other branding marketing you’re doing. We’re the kind of agency that acts as your in-house agency, because we’ll come in and work in all venues, because we understand each one and how they work together.

“People want a brand experience. They want to like and enjoy the product that makes them feel good. Whether it’s a Chanel bag, or not, the consumer has to think the experience was just perfect for them to spend the money. Then these customers become brand ambassadors, because they’re going tell their friends.”

BETH BRONFMAN’S ADVICE FOR BUSINESS OWNERS

  1. If you’re passionate about it, you’ll find a way to make it happen.
  2. Find organizations that help women in the corporate or entrepreneurial world.
  3. Never stop networking.
  4. Don’t be afraid to ask for help.
  5. Be a great listener.
  6. Learn to work on your business, not in your business.
  7. Always hire people that are smarter than you.
  8. It’s all about the long game.
  9. It’s never about you. It’s always about the client.
  10. Understand the buck stops with you.
  11. Carefully select an advisory board.
  12. Get a line of credit when you don’t need it.
  13. Be resilient.
  14. Don’t be afraid to fail, and don’t take it personally. It’s only business.

Learn to work on your business, not in your business.

– Beth Bronfman

Tweet This
Q and A with Beth Bronfman

with Beth

MOST IMPORTANT SURVIVAL SKILL

Having a sense of humor and knowing that this too shall pass. We can wake-up and be cranky, or we can wake-up and be happy. It’s gotten me through my whole life.

THROWS YOU OFF YOUR GAME

When there’s a health issue with my family, my friends, my clients who are friends. It really bothers and upsets me.

MOST DARING THING

Leaving a great corporate job, in a fabulous corporation, and then saying, ‘I’m going open my own ad agency.’ At Macy’s, we had a staff of 330 people, and then there were two: me and my partner. It’s a big thing, taking that risk. What was the worst that was going to happen? I could always go back to Macy’s, but there was no reason. I was going to make it work.

ASPIRE TO

To wake-up everyday and do the very best and never hurt anyone. To help others succeed as well and be nice about it. That’s really important.

EARLIEST MEMORY OF FASHION OR MAKEUP

My mother’s still fabulous at 87. She’s still beautiful. She’s the only woman in her 70s who was still getting her bikini wax. She was always dressed impeccably and beautifully, and she instilled that in me and my sister. Don’t buy a lot of junk. Buy the best you can, and be as good inside as outside.

STYLE NOW VERSUS 20 YEARS AGO

It used to be all Chanel, Armani suits, pantyhose and Manolos. Since I’m only five foot two, I still wear Manolos, but I don’t wear suits anymore. I’m much more eclectic. You can really mix and match things now, which you couldn’t do before.

FAVORITE DESIGNERS & CLOTHES

I love a good, white, Jill Sanders shirt with Brunello Cucinelli pants; very simple dresses, Stella McCartney, Valentino. Gucci boots. I live in cashmere sweaters, leopard shoes and black shirts.

MISSING FROM YOUR CLOSET

Nothing’s missing from my closet. I shop my closet. I still buy, but I don’t need that much stuff anymore. My mother taught us it’s okay to buy a Chanel blouse because you’ll have it forever, and maybe you mix it with a lesser item.

GO TO OUTFIT

I have this red Stella McCartney blouse and a great pair of black, skinny, Valentino pants.

HANDBAG OF CHOICE

Birkin bag for everyday, or a basic black Bottega.

FAVORITE INDULGENCE

Eating. If I knew I wasn’t going to gain weight, being able to eat a tremendous amount would be a great indulgence.

CAN’T LIVE WITHOUT BEAUTY PRODUCT

Wash cloth and Dove soap.


1 Comment

  • Timothypt March 4, 2018 at 12:31 pm

    I am often to blogging and i actually admire your content. The article has actually peaks my interest. I’m going to bookmark your web site and hold checking for new information. http://hellowh984mm.com

  • You Might Also Like