Kinch Changes Its Name to Brick City Greenhouse

New name is designed to be a further expression of the agency vision.

On Sep 7, 2016

Westfield-based Kinch, LLC, a mission-built, full-service, healthcare agency, today announced that it is changing its name to Brick City Greenhouse, LLC, to be in greater alignment with the agency’s mission.

“We wanted to find a name that represents the equality of our partnership and our vision for the agency,” said Renée Wills, Co-founder, Client Lead. “Like Kinch, Brick City Greenhouse is designed to bring out the best in the brands we serve and the people who serve them. The new name is a further embodiment of this vision.” Fred Kinch, Founder, Content Lead said, “Greenhouse emphasizes our holistic approach to growing our clients and staff. We want all involved to feel nurtured, supported, excited, and that the work we’re doing together is truly making a difference.”

The name change also reflects the agency’s new location. “In September we’ll be moving to 211 Warren Street, in Newark, New Jersey,” said Fred. “Brick City is a nickname for Newark. There’s a lot of fantastic energy in the city. It’s a vibrant, dynamic metropolis bursting with possibility.” Just 8 miles west of NYC and home to many Fortune 500 companies and several universities, Newark is easily commutable from both NJ and NYC. Its location and talent pool make it the ideal spot for a budding new agency. The agency will be located in the Enterprise Development Center (EDC) on the campus of New Jersey Institute of Technology in Newark.

The name change additionally reflects the finalization of the management team with the addition of Ashley Schofield. Ashley joins the agency as Co-founder, Creative Lead and will partner with Fred to oversee the content and creative output of the agency. Prior to joining Brick City Greenhouse, Ashley was Managing Partner and Executive Creative Director with CDM Princeton, part of Omnicom, and helped guide the agency to produce award-winning work, which led to two nominations for Most Creative Agency from MedAdNews. She is passionate about what she does. “Creating work that improves the human condition is both an honor and a deeply rewarding experience for me,” she said. Ashley brings over 20 years of experience in launching and revitalizing both US and global brands across diverse therapeutic categories. An alumnus of Syracuse University, Ash is a learner at heart, insatiably curious, and loves solving thorny strategic and creative challenges.  Her ability to push ideas while keeping people motivated during the creative journey is something she’s incredibly proud of. She’s a natural collaborator and works to create a culture of inclusion that embraces both agency and clients. “For me,” said Ashley, “there’s only one team and we’re all on it, working together to create the most strategic, relevant and creative marketing possible.” Ashley, Renée, and Fred will jointly lead the agency and directly manage client accounts.

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