Cornett Expands Strategic Offering with Addition of Ginger Smithwick and Ellie Kangur

Independent, full-service advertising agency Cornett is expanding its already substantive strategic offering with the hiring of Ginger Smithwick, SVP, director of strategy, and Ellie Kangur, brand strategist, CEO and owner Christy Hiler announced today.

Ginger has more than 20 years experience exploring the why behind consumer behaviour - and crafting strategies to change them for some of the biggest brands in the world, including Coca-Cola, Barilla, Kellogg, Quaker, and Goodyear. Prior to Cornett, she was VP of strategy at The Marketing Arm. 

Ginger will play a key role in leading and growing Cornett’s business by being the ultimate accountable strategist on the agency’s largest client relationships and new business pursuits. In addition to new business opportunities, she is currently working on University of Kentucky, Busch Light, Natural Light, Keeneland, Q Mixers and A&W.

“I want to make it easier to get to better, braver, and more breakthrough work,” said Ginger. “There will always be many paths that are sound. The role of my team is to explore the possibilities and bring forward the paths that are right for the consumer, brand and the cultural moment. But the ultimate litmus test is what feels richest with creative possibility. What is right and remarkable.”

Previously with The Variable in Winston-Salem, NC, Ellie’s core responsibility is to relentlessly pursue understanding of the people the agency’s clients seek to reach so that she can inspire creative solutions that connect in powerful ways. Ellie is currently working with Ginger on Busch Light, Natural Light, Keeneland, Q Mixers, and A&W.

Ellie brings audiences to life in thoughtful, insightful ways - drawing on her background in marketing, psychology and journalism to tease out powerful hooks for the team. “I love pushing for fresh takes and new perspectives on why people do what they do. As a strategist, I think it is so easy to fall into the trap of thinking you have all the answers,” says Ellie, “but our team wants to be known for asking great questions.”