Here’s a dirty little secret: iPhones, Teslas, Game of Thrones—the most exciting things in this world are built on the backs of the most boring spreadsheets. This is the defining insight of Edward Baldwin’s career: Creative content is only as good as the strategy behind it.
As Frontier’s Director of Marketing, Edward combines strategy and creative so as to enhance the strengths of both, creating something entirely new that can change ideas and influence actions. It’s what he’s always done, from his first job writing copy for Circuit City’s national catalog, to his work at agencies like Punch and 93 Octane, to his time heading up marketing for Belle Isle Spirits.
Ask Edward about his work—for Frontier and for clients—and he’ll tell you about uniting seemingly disparate forces to craft influential messages. About the dirty little secret of creative and strategy together. He’ll tell you it’s the fusion of the two that creates really effective transformation.
Later, he’ll tell you about other fusions. He’ll tell you about The Confederacy of Dunces (he makes a point to read it every year)—it needs both humor and tragedy. About [insert favorite bands here]—the structure of chords and the throughline of melody. About hiking (he and his wife have covered nearly every inch of one-day trails in the area)—the guidance of maps and the wonder of getting lost.
Most of all, he’ll tell you about change—the change that happens naturally, and the change that Frontier helps its clients create.
Just ask Edward.