About

We believe that everyone has a story, whether it¹s a person or a brand. The difference between storytelling and advertising is that one is authentic while the other is manufactured. At Small Army, we believe in authenticity.

Storytelling is for confident brands that are proud of who they are and want to tell the world without asterisks, parenthesis or caveats. At Small Army, we are storytellers for confident brands.

We enjoy telling stories in traditional media such as TV, radio and print as well as social media, on-line, webisode series and guerilla tactics. A good storyline can even find itself being incorporated into the packaging or even the product itself.

Small Army began telling award-winning stories in 2002. We are now the 13th largest ad agency in New England as reported by the Boston Business Journal. (They don’t rate storytellers yet.) We have a staff of twenty and are constantly looking for those individuals who have a special talent for telling stories.

To see examples of our storytelling, be sure to check out our award-winning campaign, “3Dudes Gone 3D” as it won an Effie and a MITX “Best Brand Campaign”. It demonstrates how powerful integration can work to build a brand while also selling product — in this case, increasing sales by 23%.

If interested in working with Small Army, please call CEO, Jeff Freedman at 617.450.0000.

Main Characters

Jeff Freedman

Jeff Freedman

Co-Founder,
Marketing Principal

Jeff Freedman's TwitterJeff Freedman's LinkedIn Profile
Steve Kolander

Steve Kolander

Vice President,
Creative Director

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Mike Connell

Mike Connell

Co-Founder,
Omnipotent Presence

Ben Alvord

Ben Alvord

Ben Alvord's LinkedIn Profile
Monica Belling

Monica Belling

Monica Belling's TwitterMonica Belling's LinkedIn Profile
Brandon Brown

Brandon Brown

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Rachel Bukstein

Rachel Bukstein

Michael Cerundolo

Michael Cerundolo

Michael Cerundolo's TwitterMichael Cerundolo's LinkedIn Profile
Paul Dome

Paul Dome

Paul Dome's LinkedIn ProfilePaul Dome's Facebook Profile
Dan Finger

Dan Finger

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George Jenkins

George Jenkins

Tripti Kakkar

Tripti Kakkar

Claire Kaneb

Claire Kaneb

Brianna Lonergan

Brianna Lonergan

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Allison Peterson

Allison Peterson

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Sam Pitino

Sam Pitino

Allison Reilly

Allison Reilly

Stephanie Resavage

Stephanie Resavage

Kaelan Richards

Kaelan Richards

Amy Staley

Amy Staley

Christian Williams

Christian Williams

Monica Belling's TwitterMonica Belling's LinkedIn Profile

Jeff Freedman, CEO

Jeff Freedman

The only constant is change.

Jeff entered the world of advertising in 1990, helping clients like Lotus Development Corporation and Hyatt Hotels best spend their multi-million dollar media budgets. In the flood of media, audience and market data that came with those decisions, Jeff recognized opportunities for change. In 1996, he started the interactive division of Boston-based agency CGN to help national brands leverage this 'new thing called The Web' as a marketing channel. In 2002, with the support of his loving wife, he and Mike Connell started Small Army to take the lead in a transforming advertising industry. In 2007, following the birth of his two beautiful children (Josh and Julia), and the tragic loss of his business partner to cancer, new life perspectives caused him to start Small Army for a Cause (a 501c3) as a way to give back. Today, Jeff continues to provide perspective and insight to lead Small Army, its clients, his family and the community through never-ending change.

Steve Kolander, VP Creative Director

Steve Kolander

You can do it all if you never sleep.

Steve started his advertising career on the west coast creating award-winning work at FCB and Ketchum on automotive accounts. Then landed a record deal and left advertising for the open road in a big ol' tour bus. Couple of songs hit the Billboard charts and the Dixie Chicks recorded one of his tunes, "Desire". Returned to advertising as creative director of JWT in Atlanta for seven years. Small Army became his nesting ground when he married his scientist sweetheart, Dr. Valerie Cullen. Steve enjoys telling stories by putting ad-like things where you don't expect them. Hatch, MITX and Effie awards later, he's making a comfortable home here in Boston.

Mike Connell, Co-Founder

Mike Connell

Dreams last more than a lifetime.

In the early days at Small Army, people often gathered around the office of Mike Connell to listen to his amazing stories. He was not only the consummate storyteller, but also the consummate listener. In 2007, we lost our beloved friend and colleague to a long and valiant fight against cancer. But, today, his dream of telling and listening to amazing stories remains at the heart of the agency he co-founded in 2002.

Ben Alvord, Senior Interactivist

Ben Alvord

Don't judge a book by it's cover, unless the cover says 'Twilight'

Ben Alvord is a New Hampshire native with over ten years of experience using a wide array of interactive technologies. Ben began his career working for PixelMEDIA in New Hampshire, before making the move to Boston in 2007 to work at Small Army. If you Google 'Ben Alvord', you'll probably be confused to find out that 'Benjamin Alvord' was a Brigadier General during the Civil War, and also that he is dead. But that guy's not the Ben Alvord that works at Small Army. That's just some old dead guy. The living Ben Alvord writes for and directs a sketch comedy troupe called Fists of Joy. He also enjoys working with all of the creative folks at Small Army and helping to bring their creations to life.

Monica Belling, Assistant Account Executive

Monica Belling

In a world full of duds, be a firecracker.

Born on the 4th of July, Monica has been a firecracker since she Yankee-Doodled into town. And not only is her personality dynamite, but her background is too. From conducting market research in China for Maui Jim Sunglasses to handling public relations in Las Vegas for several high-profile clients including The Palms and The Chippendales (her all-time personal favorite), Monica's spark for life and curiosity for learning has taken her on a journey around the world and back, bringing her to her ultimate destination - Small Army. Now enlisted in the ranks, she can be often be found igniting ideas and having a blast in the world of strategic marketing and advertising.

Brandon Brown, Studio Designer

Brandon Brown

A creative soul in a nerd coated shell.

A rabble-rouser by trade and a curmudgeon by choice, Brandon was raised on the mean streets of suburban Northern Virginia in the shadow of the worlds largest single floor outlet mall. Possessing an insatiable sense of lowbrow humor and being an illustrator at heart he recklessly disregarded his mother's wishes and pursued design. (Despite a silky-smooth baritone and piercing blue eyes, the hallmarks of fame and fortune.)

After festering in the sweltering summers of the south for three decades he was lured to Boston by tales of a jovial citizenry, to whom red lights are merely suggestions, and streets overflowing with chowder and baked beans. He packed up his belongings, drove up the east coast, received his city issued Red Sox hat and Tom Brady portrait at the last toll on the pike, and parked his car on the streets of Boston to collect orange envelopes stuffed with love letters from his new city.

Michael Cerundolo, Account Executive

Michael Cerundolo

All work and no play makes Jack a dull boy.

Luckily for Michael, the advertising industry is one in which the words 'work' and 'play' are commonly interchanged. He recognizes that his passion for the field not only translates to a happier well-being, but contributes to his delivery of the highest quality of work for his clients. Michael first became interested in the field when he realized that it is a perfect blend of his interests in psychology, communications and creativity. At Small Army, Michael helps to manage many of the agency's key accounts and greatly enjoys contributing to efforts in brand planning, social media strategy and website development. Outside of the office, you can also find Michael shooting photographs with his DSLR camera and playing tennis on the courts.

Paul Dome, Account Director

Paul Dome

If you're not having fun, you're doing it wrong.

Paul Dome is a Chicago-born account guy now living among Red Sox nation. He prides himself on being a Cubs fan no matter how poorly they play and a Bears fan no matter how dated the Super Bowl Shuffle is.

Paul began his career in marketing as a 22 year-old single guy managing a daily email recipe program. From there, it was an upward trajectory. He worked at Circle.com, now EuroRSCG 4D, on digital initiatives for many brands under the Campbell's Soup umbrella. He then moved to Arnold Worldwide on Royal Caribbean and ESPN, managing campaigns for both digital and traditional channels. Paul then had a brief stint on the "client side" at Bose Corporation managing retail marketing programs.

Outside of work, Paul is an improv comedy actor and can be seen performing around the Boston area. Paul's most inspirational quote comes from Wayne Gretzky: "You miss 100% of the shots you don't take".

George Jenkins, Information Architect

George Jenkins

When you're green, you grow. When you're ripe, you rot.

George lives in that unique place where computers and information meet. Starting as a Product Manager at Lotus Development Corporation's OneSource unit, George marketed integrated information products on CD's before the Internet explosion. As a Research Analyst at the Harvard Business School's Baker Library, he performed business and economics research for the school's teaching cases. From there, George moved to Digitas LLC, he built many B2B and B2C websites as a New Media Editor and Interaction Designer (UI/UX), with clients that included AT&T, IBM, AARP, Bayer, Wyeth, Oral-B, TIAA-CREF, Downy, Tide To Go, Jimmy Dean, L.L.Bean, and Hillshire Farms. After Digitas, George joined BigBad as an Information Architect where he redesigned higher education websites including Wooster College, Miami University (Ohio), and the University of Redlands. Today, George lends his significant depth of IA/UI experience to Small Army clients. And, in his free time, he blogs identity theft, data breaches, privacy, and corporate responsibility.

Claire Kaneb, Account Director

Claire Kaneb

Everyone has a story. You just need to listen.

With over 10 years of marketing experience, Claire has worked on brands throughout the automotive, technology, fashion and architecture industry. She started her career at Arnold Worldwide, launching the first integrated advertising campaign for EMC. She went on to create experiential marketing programs for TRUTH, Jones New York and Easy Spirit. After a quick stint in NYC, Claire then moved to Los Angeles where she worked for smaller shops on brands such as KIA, Suzuki and Thermador. Claire then left the agency side to become the Marketing Director for an architectural manufacturer, spearheading product launches, advertising and web. Now back in Boston, Claire has come home to Small Army, where she's discovered that all of her clients have a fascinating story to tell.

Allison Peterson, Designer

Allison Peterson

It's okay to be the black sheep.

Allison was born and raised in rural mid-Missouri, running around barefoot with the understanding that cream cheese has a place in every recipe. As much as she loved her family (and cream cheese) Missouri did not offer the urban lifestyle she craved, nor the graphic design opportunities that a large city could offer her. In 2004, Allison packed her bags and headed north to attend The Illinois Institute of Art - Chicago for graphic design. Chicago was a great place to call home, but Allison's love of nature and new experiences brought her to Boston in 2008. She, her husband, and two miniature dachshunds happily live on the beach at their home in Hull, MA. When she's not doing design work, you can find her baking bread, cat-shaped cakes, or any other special request from the Small Army office.

Sam Pitino, Design Director

Sam Pitino

You're never too old to become younger.

Sam's design career started when his 10th grade art teacher gave him a bunch of wooden slabs to make parking signs for the school lot. From there, he started his own sign painting business out of his mother's garage, painting signs and trucks for local businesses at 17 years old. A few years and a few design awards later, Sam now leads the design department at Small Army, helping to create sparkling advertising, branding and interactive experiences. Before Small Army, Sam did stints with regional boutique firms, Plainspoke, Catapult Thinking and Eymer Design. When he's not designing anything that gets in his way, he's enjoying his downtime fishing, driving his kids to sporting events and writing and playing music with his band.

Allison Reilly, Account Director

Allison Reilly

A finished person is a boring person.

Small agencies, medium agencies, big agencies—Allison Reilly has been there. Project management, relationship cultivation, new business development, advertising research, marketing development, copywriting—Allison is known for wearing many hats. For Allison, her life story is about 3 ingredients: Change. Challenge. Growth. She is never comfortable when life gets too easy. Whatever you throw at her, she'll find a way to figure it out, give it her all and keep a focused attitude. Her career began working on clients such as John Hancock, Cellular One and AT&T. More recently, she was a partner in an ad business fostering accounts such as the Anti-Defamation League, Global Signal and the Boston Convention Exhibition and Convention Center. Allison has found no matter what the client or industry, she is happiest when she is learning and being challenged—an attitude that is integral in helping clients carve out the most effective messaging. With many Tuckerman's Ravine ski trips, hikes up several of the 4,000+ foot mountains in New England, 2 Boston Marathon's under her belt (one while pregnant), a long marriage to her college sweetheart and 4 kids who span from Kindergarten to college, Allison knows how to make sure life stays interesting. So where's Allison's story taking her now... Small Army... Bring it on...

Christian Williams, Senior Art Director

Christian Williams

Belief is everything.

Whether it be ink, pixels, wood, or steel. I design, I build, I create. I am a maker. A possibility seer. The work I am most often associated with was done while working for the Discovery Channel. As well as several special events and more SharkWeeks than I care to remember, I also shaped the initial launches and subsequent brand development of The Deadliest Catch, Man vs. Wild, and Dirty Jobs franchises.

My approach to advertising is simple. Make people think, laugh and hopefully believe. Look, if the product can't do something, don't say it can. Instead let's figure out what it can do and promote that. The most successful products stand above their competitors for one reason. They have created legions of believers. When people believe, they buy more, pay more and above all... advocate the products to others. Belief is everything.

Rachel Bukstein, Art Director

Rachel Bukstein

Creativity is not optional.

Rachel attended the University of Michigan and began her career in advertising as an Account Coordinator at JWT Technology, but soon realized she'd rather be coordinating color schemes than client schedules. Inspired, she migrated south to attend Creative Circus Portfolio School in Atlanta, where she sipped sweet tea, won multiple creative awards and landed a coveted internship at Crispin Porter + Bogusky - where her standout work helped win two pitches. Loving being an art director, Rachel coasted east to Boston to work at MMB, where she completely mastered the five-dollar-footlong dance in order to create some of the most impactful Subway commercials ever produced.

Rachel has worked on a wide-variety of clients, including Subway, Carrabba's Italian Grill, Tractor Supply Company, the ACLU, Volkswagen, Hulu, Guitar Hero, Burger King, Coke Zero and CDW.

In her spare time, Rachel co-founded and regularly blogs for DesignSeedz.com, a DIY crafting website that fuses urban-inspired design with easy-to-make projects. She also adores Words with Friends, paper art, and vintage furniture.

Tripti Kakkar, Copywriter

Tripti Kakkar

Don't love what you do, do what you love.

To Tripti, copywriting is not just about writing - it is about doing what she loves in the best possible way.

Tripti started her career with Y&R group and within five years became the youngest creative supervisor in the entire JWT network. Apart from creating campaigns for brands like Sony, Honda and Pepsi, she was also credited for the successful launch of Taco Bell in India.

In 2010, she left one passion to pursue another. Being a trained dancer, she travelled to learn new dance forms and teach a few. Soon enough the world of writing lured her back. Now at Small Army, she no more works but does what she loves - thinking, writing and creating new stories.

Settled in Boston with her husband she watches animation on Fridays, teaches dance on Saturdays and dreams of emulating Maugham some day.

Amy Staley, Operations Manager

Amy Staley

Do the best you can, with what you have, where you are.

Amy has a very "colorful" background, but most recently she spent over 13 years as the Operations Manager for CA-based Mad Dogg Athletics, Inc (MDA), the inventors of Spinning®. With MDA, Amy worked closely with the executive team to develop and manage global marketing efforts; hire and manage a growing staff; participate in the development and coordination of global education material; manage trademark protection and policing; and take out the trash. She even helped open offices in the Netherlands, Italy and Switzerland as the company experienced global expansion. Every day was different - an environment that she loves - as they introduced the products to new customers and emerging markets.

At Small Army, Amy keeps another fast moving ship above water and heading in the right direction. From finance and human resources to vendor management and information technology, Amy has her hands involved in everything that keeps the agency moving forward.

In her spare time, Amy loves spending time with her gem of a husband and two terrific kids. She keeps her sanity by running as the sun rises.

Kaelan Richards, Senior Copywriter

Kaelan Richards

If you still haven't found the treasure, dig somewhere else.

Kaelan's advertising story began at a small shop in Minneapolis working on local and national brands. After one not-so-balmy winter, he moved back to Boston and signed on with Arnold to write for clients like Royal Caribbean, Vonage and truth. Along the way, Kaelan was recognized at the Kellys, Andys, London International Awards, Clios, Hatch and Minneapolis Award Show.

Now at Small Army, Kaelan continues to dig in unique places to find treasures for our clients.

Brianna Lonergan, Assistant Account Executive

Brianna Lonergan

Be a shot heard around the world.

Bri might be new to the world of advertising, but it was love at first story. A recent graduate of Salve Regina University with her MBA and a BS in Marketing, she has quickly found that the intrinsic nature of the field suits her character perfectly, and Small Army's dedication to storytelling parallels her own. Not one to believe in the '9 to 5' attitude, organized creative chaos, four cups of black coffee, and constant multitasking define her ideal ten-hour workday.

Growing up amongst generations of entrepreneurs, she's a business-minded girl with a big personality and innate desire for success. Her past experiences in marketing span across diverse industries, including grocery retail, real estate, and insurance. Her passion for discovery in all aspects of life is translated in her work and varied personal interests - which include traveling, old-time hockey, classic comedies, intelligent conversation, and music. With unwavering work ethic, a little Irish wit, and a positive attitude, she's always up for a challenge.

Bri is confident that the best chapters of her own story have yet to be written, but she's certainly happy with the intro.

Dan Finger, Account Coordinator

Dan Finger

The creative adult is the child who has survived.

Daniel happily embraces the world with open arms. Born in New Jersey just outside the frenetic pace of New York City, Daniel moved to Beantown in 2006. His passion for advertising comes from his parents (both psychologists), his interest in film, and his influential college marketing professors. Daniel started his advertising career at Marcel in Paris back in 2010. After returning stateside, Daniel joined the Small Army team in the summer of 2011. Daniel helps manage the agency's non-profit, Small Army for a Cause, which has raised almost a half-million dollars in the fight against cancer.

Stephanie Resavage, Account Executive

Stephanie Resavage

Life is 10% what happens to you, and 90% how you react to it.

Born and raised in Rochester, NY, Stephanie relocated from Darien, CT to take on Boston! Fortunately, she's a Red Sox and Boston Bruins enthusiast (sorry, dad), although does still remain a loyal (if not somewhat clueless) NY Giants fan. Especially in the world of advertising, you learn quickly that you must react and adapt to unexpected situations each and every day. Carry this moral over to everyday life, and it only serves to keep things spontaneous, and make it less likely that you will be disappointed when things don't turn out exactly as planned. That said…bring it on, world! This girl is ready for anything you've got.

Inside Stories

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Stories Without Words:

Inspiring images found by Small Army.