Five Cherries launches as Social AOR and Creative and Strategy Lead for Fernet-Branca USA

The shifting marketing landscape demands a new kind of agency – not glacial behemoths or small agencies with hyper-niche specializations. Enter Five Cherries: a new boutique full-service agency bringing cross-discipline capability matched with cross-category fluency, and led by a team with a proven track record of working together over the past decade on leading consumer brands.

Nimble Size, Big Capabilities

Five Cherries is led by four partners: Client Service lead Charlie Smith, Strategy lead JP Summers, Creative lead Devin Kharpertian, and Production lead Julia Goldsmith. Over years of collaboration, they have developed a unique, complementary working style, embodying a core belief that five key disciplines, when activated simultaneously, drive marketing success at the highest level: strategy, messaging, design, production, and client service.

“Our unique, non-traditional model is our strength, allowing each of us to be equally involved in the process,” explains Smith. “We all have skillsets that expand beyond our titles, and a deep roster of cherry-picked partners, which allows us to adapt to any challenge. And because we’re comfortable working in any medium, timeframe, and consumer category, we know what it takes to deliver business results.”

Previously, as part of the infamous Madwell, the team led key accounts across Visible, Verizon Gaming, e.l.f. Cosmetics, and Denon. Later, at Gravity Global, they created and led its consumer division Gravity One, where they grew a high-performance division generating significant revenue. As Five Cherries, the agency launches with a host of clients across industries, most notably spirits brand Branca USA.

A Major Social AOR Win

While at Gravity One, the team worked with one of the fastest-growing spirit companies in the US, Branca USA, which is extending its successful partnership under Five Cherries. Previously, they were integral to the success of Gravity One’s March Madness campaign for the brand, earning a 27% YoY sales lift in activated markets. Now, as Social AOR and Creative and Strategy lead for Branca USA’s premier amaro brand Fernet-Branca, the agency will continue to develop work that is culturally relevant, true to the brand, and designed to drive business results.

“Five Cherries stands out because they combine strategic thinking, data-led decision-making, and strong creative execution,” says Branca USA Vice President Marketing Heidi Chen. “From the start, they took the time to understand not only Fernet-Branca, but also the business objectives behind our marketing efforts. Their team is collaborative, entrepreneurial, and highly engaged. They bring fresh perspectives and a strong understanding of contemporary culture while remaining respectful of the heritage and authenticity that make our brands successful. Most importantly, I trust them as an extension of my marketing team.”

“We want to make work for brands that people devour, helping hungry brands carve out their slice of the market, uncover untapped value, and drive real results,” adds Kharpertian. “That means building better models that are keeping pace with how the world is evolving. At Five Cherries, brands get more than an agency. They get real partners, from the very first conversation to the moment five cherries are put on top.”

About Five Cherries

We make work for brands that people devour.

With a track record building successful marketing ecosystems and scaling companies, we help hungry brands carve out their slice of the market, uncover untapped value, and drive real results. Learn more at fivecherries.com.