Kristi Bridges is New President of The Sawtooth Group

RED BANK, N.J.–(BUSINESS WIRE)–#irresistibleblog–The Sawtooth Group, an advertising agency based in Red Bank, NJ,
announced today that chief creative officer Kristi Bridges is its new
president. Bridges
began her career as a copywriter for DDB Needham and has spent the last
17 years with Sawtooth.

Her accomplishment is particularly noteworthy because only 11% of
creative directors in the advertising business are women, and far fewer
make it to the top of agencies, according to data compiled by The 3%

Bridges is a speaker, consultant, strategist and storyteller with a
passion for health conscious consumers, of which she is one. Her
experience marketing brands such as McCormick, Beechnut, Hershey, Skippy
and Blue Buffalo has given her powerful insight into the changing family
dynamic and the importance of the role food plays in it. She shares this
in her Irresistible

“At the heart of any good advertising agency is the ‘creative.’ Kristi
is intuitive and ruthless about the work,” said Bill Schmermund,
Sawtooth’s CEO. “She has the optimism and energy to inspire and lead her
colleagues and clients. She also has the resilience to stay the course;
to push, cajole, persuade, and drive Sawtooth to be its best self.”

Bridges is passionate about building strong, successful brands and
highly motivated teams. She has taken many leadership classes, seminars
and workshops and shares what she learns with her team. She is studying
the work and teachings of Sheryl Sandberg, COO of Facebook, Christine
Day, CEO of Luvo, and author and influencer, Tony Robbins, and other
leaders whose messages resonate in today’s rapidly changing business

“The culture we have been able to create here is truly rooted in the
spirit of collaboration and a desire to make an impact,” said Bridges.
“We need more female role models and I want to be one.”

As a creative Bridges has spent her career helping brands make stronger
connections with consumers. This quest recently inspired Kristi and her
team to develop a proprietary brand research tool called I-Factor. This
dynamic brand-building tool helps extract the things customers feel
about brands but cannot put into words.

“As a leader and a marketer I have learned that the first thing people
tell you is rarely what they really think,” says Bridges. “I-Factor
gives us a much deeper level of insight into where a brand is now in its
relationship with consumers and where it needs to go.”

About Sawtooth

Sawtooth Group
is a marketing communications and advertising agency
based in Red Bank, NJ focused on making brands “Irresistible” to
consumers. Its clients such as McCormick, Blue Buffalo, Potatopia and
Sands Casino Bethlehem span multiple industries. Sawtooth’s dynamic
research tool I-Factor enables them to study relationships between
brands and consumers in a way that’s never been done before. It marries
rich emotional insight and quantifiable data, helping brands figure out
what to say and where to say it.


The Bounce Group
Aimee Stern, 202-744-5004
Sawtooth Group
Diana Grillo, 732-945-1064