January 2019

Are You Setting a New Year’s Resolution For Your Brand?

It’s that time again – when we take stock of the good, the bad and the ugly and vow to make serious changes in new year. Yes, it’s New Year’s Resolution time. I’ve made plenty of resolutions myself over the years, usually centered around weight loss or work/life balance. I used to beat myself up when I couldn’t hold on past January 31. (Who am I kidding? More like January 2.) But then I learned...


Branding an Identity,
Building an Experience

We recently launched a new brand identity for our friends at Angad Arts Hotel, a boutique arts hotel in St. Louis’s Grand Center. The process of crafting something as intimate as the hotel’s look and feel meant we got to engage in some fascinating conversations with its Executive Managing Director, David Miskit. Getting to know the ins and outs of the hotel reminded me of what it’s like to get to know a new friend; slowly, Angad began to reveal its identity



october 2018

The Need to Belong

We are living in a time where many U.S. citizens are placing party loyalty over policy, and sometimes even truth. In fact, several studies have shown that attitudes toward a policy are largely determined by the position of one’s political party even if subconscious. What is the root of this blind loyalty? In a word: belonging. 

Political party is a form of social identity; a sense of who you are based on your group membership. As humans, we crave that membership, we need to feel a sense of belonging. Belonging — or not belonging — has the power to not just shape our beliefs and values, but it can fundamentally affect our health and happiness. We need belonging to survive, which has led many in the medical field to emphasize immediate skin-to-skin contact with a newborn baby. Some psychology experts even believe ‘Belonging’ should be at the very bottom of Maslow’s Hierarchy of Needs pyramid, giving it more importance than even food and shelter.

Since belonging is an inherent part of the human experience, we crave a similar experience as consumers. We choose brands that promote our sense of identity, who share our values and beliefs. And we feel part of a community of likeminded people who share in that brand experience. Brands who create and foster that all-important sense of belonging can create deeper connections and long-term loyalty with their consumers. Here are four ways to start:


give audiences something to buy into, not just something to buy.

Identify a guiding brand purpose or intention built on shared values and beliefs.


Consumers want to feel like they matter and have a say, and that they’re part of the brand’s circle.


Reciprocate openness and sharing and be more transparent with your community. Don’t be afraid to be vulnerable.



Establish a community identity (whether through a common symbol, logo or hashtag) and shared experiences that symbolize belonging. 

August 2018

It Pays To Be Human

In this case study presentation of recent work for Intel, New Honor Society’s Heidi Singleton and Intel’s Scott Jaworski share how human traits can increase social media engagement.

Case Study



New Honor Society joins change makers from Spotify, Instagram, AirBnB, Netflix and Twitter at the Digital Marketing Summit in Chicago September 26-27

In her thought-provoking presentation, Heidi Singleton will share the human traits brands can adopt to increase social media engagement and brand advocacy.



July 2018

Saint Louis Ad Club Intern Hop spends a week at New Honor Society

The group worked with agency interns on social media engagement for our client, Tiny Superheroes.

See Their Experience

July 2018

How brands can navigate the "The Politics of Brand Purpose"

Read The Article


June 2018

Heidi Singleton joins Intel at the Chicago ANA committee meeting

Heidi Singleton joins Intel to talk brand humanization at the Digital and Social ANA Committee Meeting. June 19th in Chicago.

In this presentation Scott Jaworski, Director of Global Social Media at Intel, and Heidi Singleton, Chief Creative Officer from New Honor Society, will share their lessons learned and how technology giants and companies large and small can approach social media best practices. This presentation follows CES 2018 where Intel and New Honor Society turned an actual electrical blackout into a social media opportunity.

Check It Out


May 2018

Four Ways To Infuse More Soul Into Marketing

At a time when customers choose to engage with brands who share their values and beliefs, it’s more important than ever for brands to know what they stand for, and behave in a way that proves it. It’s the reason some brands are able to build lasting, meaningful customer engagement while others are left battling with price points and parody

Read more


May 2018

Heidi Singleton to speak about brand humanization on May 17 at Kansas City’s Digital Marketing Conference

Learn the four human traits brands can adopt to engage more authentically with audiences.

The Summit


April 2018

What young and emerging creatives can learn from "Less Sell, More Soul"

On this We Are Next podcast, Heidi Singleton talks portfolio differentiation, how to make your voice heard and the importance of defining what success looks like in your career.

Listen Here


March 2018

With #NotSorry Campaign, St. Louis Ad Agency Aims to Make 'Sorry' a Bad Word

Remember how your grandma made you toss $1 in the swear jar every time you dropped an f-bomb? The St. Louis ad agency New Honor Society wants you to get back in the habit — only they're asking for your penance when you let out a mindless "sorry."

Read about it


March 2018

Why I’m #notsorry

To #pressforprogress, we need to break some bad habits.

Heidi's Story


March 2018

‘How do we improve ourselves?’: Exceptional Women of the World featuring Holly Aguirre, New Honor Society

Holly Tucker Aguirre talks about the importance of brand behavior over storytelling on the Drum's Exceptional Women of the World podcast.



February 2018

New Honor Society wins big at Addy’s

So proud of our New Honor Society team for taking home Gold ADDYs in Social Media, Single Execution for Microsoft Education's Skype-a-Thon and in Branded Content for Heluva Good! We are also thrilled to announce winning Best of Film, Video & Sound Internet Commercial for Veru Healthcare. Have you seen the big winner?

Watch it here


February 2018

Is your brand worthy of love?

In celebration of Valentine's Day, Heidi Singleton shares a few thoughts on how to help brands become worthy of love.

Click For Love


January 2018

Super Bowl ads are a microcosm of the greater issue with underrepresentation in advertising.

Holly's Viewpoint


December 2017

The behavior of a company, the people that work at the company and behaviors outside of marketing efforts are as important as marketing messages.

Holly's Viewpoint


November 2017

"What we learn is who we become." New work from New Honor Society for Microsoft In Education.

Watch Now


November 2017

Creative Director’s Choice: New Honor Society’s Heidi Singleton on why Levi’s 'Circles' impacts in a meaningful way

More Here


November 2017

Heidi Singleton talks about finding your brand's soul in a conversation with Movidiam’s George Olver

More Here


October 2017

New Honor Society wins London International Gold!

Great ideas aren't always SFW. We love seeing hard work & fearlessness pay off.

Woo HOO!


October 2017

New Honor Society’s Heidi Singleton explains the key tenets of the agency’s ‘less sell, more soul’ philosophy

the philosophy