Agency New Ground Helped Foreign Brand Grow 600 Percent in U.S.

Marketing agency New Ground, founded in 2023 by Steven Fernandez and Simon Turner, has focused on helping international brands establish a presence in the United States. With offices in New York and Los Angeles, the firm positions itself as a cultural strategist for high-growth ventures aiming to increase brand awareness and sales.

The agency's core approach involves what they term "cultural translation." This process aims to ensure that foreign brands can communicate with American audiences in a way that feels relevant and authentic, rather than like an outsider attempting to join a conversation. "We know how U.S. audiences discover brands, what earns attention, and how a foreign brand must speak to feel genuinely relevant," stated Fernandez.

New Ground emphasizes maximizing the impact of marketing budgets by fostering customer loyalty. Turner explained their strategy focuses on building returning customers for sustained growth. While specific client growth figures are not detailed, the firm highlights its role in building brand recognition and consideration for its international clientele.

Leveraging their backgrounds from regions like New Zealand, the founders apply their understanding of global markets to U.S. expansion strategies. Clients mentioned include July Luggage, Archies Footwear, and Glasshouse Fragrances, with Pure Mama cited as a long-standing example of their implemented strategies.