In her four decades with VMLY&R, Belle Frank has built a reputation as a unique creative leader with tremendous influence in the industry. She gained recognition early on for her clear and highly strategic interpretation of research findings with brands such as Jell-O and AT&T. In 1993, she was tasked with developing the agency’s BrandAsset Valuator (BAV) model and developed many of the initial perspectives that established BAV as one of the world’s largest and most influential brand equity databases. Described by colleagues as “a true secret weapon at VMLY&R,” Frank is committed to bringing real-people perspective to healthcare marketing. She reminds teams that before they market to patients, they must understand who they are as people.
Under Frank’s leadership, VMLY&R’s client portfolio has seen a steady expansion, providing $200 million-plus revenue to the agency’s top-line and achieving 620% revenue growth over the past 12-plus years.