One of the last true brand builders

in an era where the art of crafting iconic brand mascots is rapidly fading

Karrie Fox stands as one of the last true brand builders in an era where the art of crafting iconic brand mascots is rapidly fading.

Think about it—since the year 2000, how many memorable brand icons can you name?

The greats like Tony the Tiger, Ronald McDonald, and the Michelin Man all hail from the last century. Modern brands are so focused on rapid agency switches and fragmented media channels that they rarely invest in creating enduring mascots.

Yet, Karrie Fox, through her work with the Travelocity Roaming Gnome, has proven that these timeless brand symbols still have a place and significant value.

• $120M: Managed media production and creative budgets, growing from $60M across traditional and digital channels

• $10M: Led brand extension initiatives in additional revenue

• $10M: Directed Media Sales team to meet revenue goals

• $7M: Negotiated media plans that surpassed cost metrics

• $7M: Promotional thru campaigns, garnering media attention

• 300%: Canadian Market Penetration & 94% Brand Recognition

• $250K: Launched new value brand & tripled quarterly growth

• $200K: Developed merchandising and website for The Roaming Gnome, adding incremental revenue in the first year

• 10%: Developed product launch boosting new customers

• 6x: Supported marketing for Travelocity iPad app, resulting in a significant increase in downloads

• Managed national advertising campaigns with a focus on LGBT and sustainability segments