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We believe there are no substitutes for forward thinking or experience. That’s why we brought them together. 

We are built for entrepreneurs and those brave enough to act like them. 

We believe in giving our clients all of the meat and none of the fat, and that’s why we don’t assign people to accounts - we build unique SWAT teams for each assignment. We only work on missions we’re passionate about for brands we believe have breakthrough potential. We build game-changing work in three core areas: Invention. Reinvention. Business Strategy.

Our Story:

There's always money
in good food.

Richard Kirshenbaum started his first agency during a lunch break. And after an incredibly successful journey making household names of brands like Kenneth Cole, Snapple, BMW, and others, he decided to sell the agency. Having mastered the large-agency model, he wanted to assemble a small group of elite thinkers, creators, and strategists to flip the traditional ad agency model on its head. He assembled SWAT, a creative brand studio for the entrepreneurial class. And yes, the food is still good.


One of our team’s greatest passions is the invention and launch of new brands.  From naming to logo and package design to launch creative, we “Swat up” the best team in the business to take a client’s dream to reality in the marketplace. Very often, our creative work becomes a showcase for fundraising, where our team's deep experience helps support a client’s retail or digital plan.  The birthing of a brand is a unique and exceptional experience, one that we have successfully helped execute for some of the most exciting new brands in the marketplace.

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Equity Partner

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Equity Partner

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Equity Partner

Equity Partner


Providing a new energy, fresh strategy, and creative facelift for brands in need of a reboot. We dig to a brand’s core to identify the key differentiators and most effective ways to leverage the brand's assets in an entirely new way.

Business Strategy

Given our CEO’s and partners' deep business acumen and experience from founding, running, and selling both private and public companies, we are often hired by the world’s most successful companies to solve ground-breaking business challenges. From creating videos to helping a company fundraise billions internationally to game changing company platforms to  creating customer acquisition and retention tools and programs, our seasoned team rolls up it sleeves. We pride ourselves on getting down to business with our clients to create real results, not just providing high level consultancy without action.


An executive team with decades of experience building iconic integrated campaigns.

Richard Kirshenbaum

chief executive officer

With over 30 years of experience, Richard Kirshenbaum is a leading figure in the advertising industry, co-founder of famed Kirshenbaum Bond + Partners, and a pioneer of concepts like the pop-up store, sidewalk advertising, and various forms of guerilla marketing.

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Brian S. Riordan

Partner / president

Classically trained and entrepreneurial proven. A global brand marketing professional with 20+ years of experience on both the agency and client side. Strong track record in leading marketing strategies, business launches and repositioning of firms for merger-and-acquisition related scenarios in various industries from luxury retail to banking.

Woody Wright

Partner / Director of Account Management

Woody Wright is a Partner and Director of Account Management at NSG/SWAT, leading all day-to-day operations and strategy. Before NSG/SWAT, Mr. Wright spent his career at the agency Saatchi & Saatchi, where he worked on the Miller Lite, Miller High Life, Miller64, Keystone Light and Trident accounts, as well as the new business team. Mr. Wright graduated with a Bachelor of Arts in Business, Ethics, and Society from Franklin & Marshall College.

Joseph Mazzaferro

partner / executive creative director

A senior creative professional with 20+ years of creative marketing experience for brands with substance and style, Joseph is instrumental in business-building and award-winning ideas for the fashion, retail, blue chip technology and luxury industries. Previous clients include LVMH, Chanel, Microsoft, BMW and Absolut Vodka.

Strategic Partners:


SWAT Equity Partners (“SWAT”) is a venture capital firm formed to discover, incubate and invest in emerging consumer brands across various product, service and commerce sectors.

SWAT is combining its partners’ dynamic combination of investment, financial and operating disciplines with lethal marketing, branding and creative capabilities to identify successful consumer brands and prudently accelerate their growth.

Over 80 years of combined experience in marketing, brand building, operating and investing led by Richard Kirshenbaum, a pioneering marketing executive, Mark Hauser, a seasoned private equity professional, Sarah Foley, a seasoned private equity and angel investor with operating experience, and Brian Riordan, an experienced brand builder in fast-paced environments. The team has invested over $1 billion of their own or clients’ capital over the past 20 years in many businesses across multiple investment stages. Learn more.

SWAT Equity portfolio:



NSG stands for NueStudio group, a new way of creating innovative content for brands without the red tape of a traditional agency model. SWAT represents our “swat team” structure that allows us to scale teams up or down based on the client and the category. This keeps our overhead down and our fees lower, engaging a nimble and dedicated team of perfectionists for each individual client.


Branding, packaging, positioning, logo and product design, integrated campaigns, video content, marketing and promotional programs, market research and strategy development, and advertising campaigns including print, digital, and video collateral.Extra fees apply for approved travel, qualitative research moderation, web development, social, media planning and buying and production expenses.

What kind of clients do you work with?

We have experience in a variety of industries, from hospitality to major league sports to fine spirits to luxury fashion and private aviation. Brands we make: Wheels Up, Master and Dynamic, and Blackwell Fine Jamaican Rum, to name a few.Brands we make matter: New York Rangers, Morgans Hotel Group, Luxury Retreats, and many more.


Technically, an ad agency. We offer all the services of a traditional agency through our core team and our partners but also the added services of naming, design, content, social and digital marketing.

WHat's the fee?

Some clients pay us in fee and some clients pay us in discounted fee and equity.