“U.S. brands looking to expand beyond their home market need to understand local nuances and cultural differences prior to launch. Brand fluency is critical, yet many brands oversimplify this critical communications component,” says Sarah Tourville, CEO and Founder of FRENZY, an Atlanta-based marketing and public relations firm that’s been recognized as an Inc 5000 winner and a Top 100 Elite agency.
Tourville has been instrumental in building brands for technology-driven companies across the globe. Her firm works with innovative, disruptive brands of all sizes to create a unique and powerful brand voice and then create a frenzy around the brand to drive customer acquisition. “We craft the narrative for companies and bring that story to life through creative execution,” she explains.
Her company’s client roster includes household names like Comcast, Verizon, and Slack as well as industry disruptors like PPRO digital payments platform, Jellyfish AdTech platform, Vensure Employer Solutions and many more. “It’s very exciting to take something unknown in a market and create a frenzy on a significant level across multiple markets,” she says.
When she’s not working with clients, she’s the co-communications board chair of the Entrepreneur’s Organization (EO) in Atlanta and she also hosts an entrepreneurial-focused podcast called EO Atlanta Taking Flight.
Moving Stateside Sets the Stage for Greater Growth
Tourville launched FRENZY, previously known as Media Frenzy Global, in London and initially served clients in Europe and Dubai. In 2013, she and her husband were drawn to the Atlanta area because of the thriving technology industry and quality of life for families.
She’s been pleased to find a favorable environment for women-owned businesses as well. “In our previous locations, it was often challenging to get into the conversations I needed to have and break through societal constraints,” she explains. “Atlanta has been a breath of fresh air. It’s a great place for women to run a business. I’ve gotten involved with different organizations and people have been open to seeing how I can help them.”
Tourville recently teamed up with Gwinnett Chamber board member Dave McMullen to further expand FRENZY, where he’s now president. “Dave is very well connected in Gwinnett and has a successful track record running a marketing agency. He told me that I needed to be part of the Gwinnett Chamber, and he was right. There are so many good opportunities here and I’ve loved getting to know the people,” she says.
Who You Know Still Matters
While balancing the needs of a growing business and parenting two daughters, Tourville makes a point to stay involved in professional groups like the Gwinnett Chamber. “Most of us feel like we don’t have enough time to attend networking events. But if you want to grow a business, especially here in the South, you have to be involved. That networking piece is vital,” she says. “The power of who you know still means everything.”
She says the Chairman’s Club has given her the opportunity to expand her network in meaningful ways with people who are eager to help each other. While meeting other business leaders, she has been intentional about forming a personal connection with those she meets. “Remember that at the end of the day, people buy from people not from businesses,” she says. “When we make a personal connection with people and understand their character, we’re more likely to feel we can trust them. And people buy from people they trust.”