THE HERMAN CREW
Our History: Driven by Passion, Built on Relationships
The story of The Herman Agency is one fueled by a genuine love for creative work and a deep appreciation for the connections forged along the way. Raised in an automotive family in the Northeast, owner Chris Herman took an unconventional path to the world of branding and marketing. Dealership service-side jobs early in his life, including time as an oil technician and detailer, gave Chris a critical inside look at the day-to-day operations of the automotive industry.
In the early 2000s, when his late father had relocated to Miami for Potamkin Automotive, one of the nation's largest dealer groups, Chris's own aspirations were firmly set on the advertising industry. This led him to a role at Zimmerman Advertising, where he discovered the inherent excitement and creative energy of the field. His subsequent graduation from Sonic Dealer Academy, followed by his work within multiple southeastern dealerships - selling used and new cars, managing finance, and delivering results as Sales Manager and General Sales Manager - provided invaluable insights into the client perspective and the power of effective communication.
The pivotal moment arrived through a connection made during his time in the automotive world, when in 2006, Chris and his father acquired the former Traut Agency and rebranded it to The Herman Agency. Initially focused on traditional mediums like print and radio, with a touch of television, The Herman Agency has consistently embraced evolution. Over the years, we've proactively expanded our expertise into the ever-evolving digital landscape, with Chris himself leading the charge in mastering each new platform and technology. This commitment to in-house capabilities stems from a dedication to delivering seamless, integrated solutions for our clients.
The Herman Agency Logo Story
Our logo is more than just a design; it's a visual representation of our journey, our values, and our vision for the future. At its heart is the letter "H," which forms the foundation of our identity. Inspired by Chris's love of time spent on his father's boat as a youth, inside the "H" is a boat in motion, symbolizing our approach to navigating the ever-changing landscape of branding and marketing.
The colors within our logo tell their own story:
Dark Blue (Ocean): This represents the depth of our knowledge and experience. Like the vast ocean, our expertise runs deep, providing a solid foundation for every project we undertake. It speaks to the wisdom we've gained over the years and our ability to navigate complex challenges.
Light Blue (Sky): This symbolizes our sense of optimism and the boundless opportunities we see for our clients. Just as the sky is limitless, so too are the possibilities we explore. This color reflects our forward-thinking approach and our commitment to helping our clients reach new heights.
Grey (Mast): The grey mast of the sailboat represents our backbone and resilience. Like a ship's mast that has weathered many storms, The Herman Agency has overcome its share of challenges. This color signifies our strength, stability, and the lessons learned that have made us stronger.
Green (Movement): The vibrant green signifies new beginnings, freshness, and growth. It represents the boat moving forward, embodying our proactive approach and our ability to adapt and innovate. This color speaks to our commitment to staying ahead of the curve and delivering fresh, cutting-edge solutions.
In essence, our logo tells the story of a journey guided by experience, driven by optimism, and powered by resilience. We are The Herman Agency: a steady ship navigating the waters of branding and marketing, always moving forward towards new horizons of success for our clients.
Commitment is Our Compass
Our desire to establish and maintain lasting, productive relationships is at the core of everything The Herman Agency does. From the long tenure of many of our associates, to the dedication we demonstrate to the success of our clients, commitment is our culture.
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As Owner of The Herman Agency, Chris embodies a deep-seated passion for creative work and the powerful connections it fosters. His journey into branding and marketing was unconventional, rooted in an automotive upbringing in the Northeast. Early roles as an oil technician and detailer provided Chris with a foundational understanding of the automotive industry's inner workings. In the early 2000s, Chris pursued his marketing aspirations, landing a role at Zimmerman Advertising. This experience, coupled with his graduation from Sonic Dealer Academy and subsequent roles in southeastern dealerships—from sales and finance to General Sales Manager—gave him invaluable firsthand insights into the client perspective. In 2006, leveraging a key automotive connection, Chris and his late father acquired the former Traut Agency, rebranding it as The Herman Agency. Initially focused on traditional media, Chris has consistently championed the agency's evolution, personally spearheading its expansion to deliver seamless, integrated client solutions.
Tami Weaver, Executive Vice President and Chief Financial Officer, has been a key leader at The Herman Agency since 2013. She draws upon over 40 years of deep expertise in accounting and finance across diverse industries including oil & gas, real estate development, non-profits, and telecommunications. In her role, Tami skillfully manages the agency’s financial strategy, IT, HR, office operations, and legal affairs, further strengthened by over 15 years of experience as an HR Director and Benefit Administrator. After beginning her career in oil & gas and a 15-year stint as a Controller in Miami's real estate sector, Tami's leadership continues to drive The Herman Agency's success. She holds a BS in Business Administration (Oklahoma Wesleyan University), an MBA in Finance & Accounting (University of Colorado), and an HR certification (Florida Atlantic University, 2010).
Darina Sant joined The Herman Agency in 2019 as the agency’s Co-op and Traffic Coordinator, and now serves as Client Director. A professional designer since 2003, Darina was the owner of a handmade soap company, handling everything from product development, package design and marketing. Her experience as a designer, as well as her strong background in retail, allows her to offer clients excellent customer service and translate their branding vision to develop strong marketing for their businesses.
The Herman Agency’s Media Director since 2022, Amy brings a wealth of advertising media and broadcast management expertise to the team. With vast experience spanning automotive, retail, fast food, entertainment, and numerous other sectors, she has a proven track record of developing, negotiating, and managing multi-million dollar media plans that precisely target and engage desired audiences. Amy excels at building and maintaining the Agency’s relationships, bringing her comprehensive knowledge of all broadcast and digital media vehicles, in-depth broadcast research, and skillful negotiating skills to deliver optimal results and drive client success. She holds a Bachelor’s in Business/Advertising from St. Clair College and an MBA from University of Windsor.
Thomas Malaro has been with The Herman Agency since 2012, where he currently leads the Video Production Department. A transplanted New Yorker, Thomas has worked as an Art Director and Designer at NBC Media and MTV Networks, as well several firms specializing in postproduction, including Pepsi Campaigns for Batten, Barton, Durstine & Osborn (BBDO), one of the largest worldwide advertising agency networks.
Erin joined The Herman Agency in 2013, and currently serves as the organization’s Brand Manager. Passionate about art since childhood, Erin has worked her way through the ranks from designer to junior art director, before moving on to more senior roles. Erin majored in fine arts at Jacksonville University, where she also holds a minor in English and Business. She loves branding, creating impactful designs, and considers herself a certified nerd.
