Senior Associate, Brand Strategy and Naming
Andrea is an integral part of Lippincott's strategy team, working with a wide range of clients to help them define their positioning, naming, messaging, architecture and activation strategies.
When she's not solving "branding puzzles" for her clients, Andrea is spearheading DEI initiatives and helping fellow Lippincott'ers unwind with her engaging yoga sessions.
- For you, what makes Lippincott a special place to work?
Every day I'm further convinced these are the smartest people I've ever worked with.
- Which projects have been the most meaningful to you and why?
Our pro-bono work for BlackFem, a nonprofit dedicated to wealth justice for Black communities, continues to be some of my favorite work to date.
- If you weren’t in this profession, what would you be?
Running a publishing imprint from a cottage in the mountains. Or running a yoga studio.
- Where do you find your inspiration / source of creativity?
Reading. We pride ourselves on being storytellers, so I try to make sure I know what the hardcore writers are up to.
- What is your favorite book? 그 이유는 무엇일까요?
I think about Trick Mirror by Jia Tolentino once a day (at least). I have yet to read a book that captured my own feelings on culture and society so accurately.
- What’s changed the most about the industry / work / clients?
Consumers continue to get smarter and more cynical. They can see through anything. I'm excited to see how brands regain trust in people's lives after living in truly apocalyptic times.
- Who would you change places with for a day?
Definitely someone food-related, like Samin Nosrat, Nyesha Arrington or Emiko Davies. I could never be a chef or food writer but I'd like to try it for a day—preferably in California or Italy!
B.S. Economics, Marketing/Management and Psychology, The Wharton School, University of Pennsylvania
Brand Strategist, Seiden