To Robin Fisher Roffer, the name “Big Fish” means to “differentiate yourself from the pack and to stand out.” Her company peels away the layers of its various clients to reveal the essence of each of those brands, and to develop imagery to appear on any screen or in print. In today’s “multi-platform world,” Robin says that brands need to find the most emotionally arresting ways to reach their target audiences. She calls her method “the holy Trinity of Branding—Authentic, Clear and Consistent.”
Robin’s father owned Edelman Advertising in Cleveland, creating ads and selling radio and newspaper advertising. By age 11, she was writing copy for her dad, and by high school, promised him that when she reached the age of 30, she’d have her own agency. Graduating from the University of Alabama, and after stints in retail, radio and the newspaper business, Robin became the Manager of Creative Services for Turner Network Television (TNT,) based in Atlanta. She later directed affiliate advertising and promotion for CNN, Headline News, TNT and TBS.
Deciding to branch out on her own, Robin launched Big Fish in l992, with Discovery Networks and Hanna-Barbara as her first clients. She became an expert at conceiving and producing television promotions for TV networks, and added AT&T Interactive as a prominent client, helping to develop content for the Internet. During the next two years, she continually traveled between New York, Atlanta and Los Angeles, finally deciding to re-locate in LA in l994.
Two years later, Robin met her husband, Steven, and also began working with legendary TV executive Brandon Tartikoff just as branding was beginning to take hold on the Internet. In conjunction with Tartikoff, Robin created three websites for AOL, and consulted with IBM in pioneering online marketing solutions for NHL.com and PGA.com.
Robin’s expertise on the Internet became so extensive that by 2000, she focused much of her attention on website branding. She crafted strategies and plans for FoxKids.com, and developed websites for Bloomberg Television,
Turner Networks, Fox Family Channel, National Geographic, Oxygen, Fox Cable Networks, Hallmark Channel and Univision. More recent projects include ABC’s fall launch, UPN’s “America’s Next Top Model” and A&E’s “Growing Up Gotti.”
Also in 2000, Robin wrote the book “Make a Name for Yourself: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success.” Released by Broadway Books, the top selling book became critically acclaimed for its advice to women about how to market themselves as their own best assets.
In addition to her renowned ability to brand entertainment properties, Robin is also a noted humanitarian. She developed community outreach programs that include Lifetime’s “Women Rock” to raise awareness about breast cancer, CNN’s “Your Choice, Your Voice” for high school students, FSN’s “Reading All-Stars” literacy campaign, The History Channel’s “Save Our History” which raised money for the World War II Memorial, and Comedy Central’s “Comedy RX” hospital based program
