SARATOGA SPRINGS – Jaime Butler-Binley, a dynamic leader with an innovative, creative edge, is launching her third agency, Brand 21. A full-service brand and marketing agency headquartered in Saratoga Springs at 376 Broadway, Brand 21’s mission is to create and deliver results-driven brand experiences for global, national, and local business and start-ups in technology, consumer packaged goods, luxury, sports, life sciences, insurance & finance, and travel & hospitality industries.

Butler-Binley brings a proven 20+ year track record of building industry defining brands to the new agency. “We not only want to reach the people who need our clients, but leave them with the impression that they can’t live without them. It’s the sweet spot we want all of our brands to find,” said Butler-Binley, founder/president (@brand21_think). Brand 21’s foundational services include brand and strategic development, creative execution and media engagements.
Butler-Binley’s career launched in New York City where she spent more than 10 years working for industry giants including Publicis N.A. and DIGITAS (currently Digitas LBi), executing creative and strategic campaigns for mega brands like American Express, Ann Taylor, BMW, Canon, L’Oréal, and Starwood Hotels & Resorts, to name a few.
In 2003, Butler-Binley returned from Madison Avenue and joined Palio Communications (Palio+Ignite) as group creative supervisor. In 2006, she created her first agency and founded B-Squared Integrated Marketing. In 2008, B-Squared was rebranded to Fingerpaint and her second agency was born. As the agency’s creative lead and co-founder, Butler-Binley expertly integrated marketing and creative strategies across all communication channels while fostering the agency culture and client engagements for top local, national and global brands across multiple sectors. More importantly, she was instrumental in building Fingerpaint and elevating the brand to what it is known for today.
Brand 21 is Butler-Binley’s latest entrepreneurial venture. The agency focuses on defining an ownable brand promise and position starting with the question, “Who are you?”

 “It’s a simple question, but one that is not being accurately explored,” Butler-Binley explained. “Marketing trends and strategies are changing so fast, brands have lost their way. Companies are following industry hype rather than focusing on what makes them different. Our approach urges clients to think before you build to distill that difference.”

Committed to the notion that you can’t build experiences without experience, Butler-Binley has brought together a team of multigenerational and seasoned, creative and strategic thinkers. Their varied backgrounds and skillsets range from developing iOS apps and integrated digital campaigns to broadcast and traditional campaigns for iconic brands like Fox Sports Network, GE, Green Mountain Coffee, The Hartford, McDonalds, Microsoft, Sony and more. The Brand 21 team shares a common passion toward building brands that give clients sustainable value.

Butler-Binley also serves on the Executive Board for the Juvenile Diabetes Research Foundation (JRDF), and will serve as President/Board of Directors Chair for the Northeastern Chapter in 2017. As a type 1 diabetic, she has made it a personal mission to Turn Type One into Type None through advocacy and raising awareness and funds for research, eventually finding a cure for the disease.

Butler-Binley lives in Bolton Landing with her husband Clint, and enjoys golfing, boating on Lake George, and alpine skiing where she once trained and competed with the world’s best.

About Brand 21:

Located in Saratoga Springs, N.Y., Brand 21 is a full-service strategic and creative brand marketing agency dedicated to building results-driven brand experiences. We create brand stories that last well beyond a logo, slogan or website. For more information on Brand 21 and its capabilities visit the full-site experience at brand-21.com. #thinkB4youbuild