Daniel OConnell, Managing Director

daniel o'connellClients look for strong plans, tactile results and transparent accounting. They're less interested in WIP and esoteric programs that have minimal impact on their brand, their business or their bottom line. Like with any investment, you should have a clear handle on the scale of the investment and the scale of the return. Our firm is unique in that we'll commit to those numbers up front and we'll back up the commitment with structured plans and quantitative results!

Daniel O'Connell founded Brand Definition to break new ground in branding and marketing services. In doing so, he compiled a team of proven leaders from various points in his extensive career in agency leadership in New York City.

Daniel O’Connell is a graduate from Waterford Institute Of Technology. He began his marketing career as an account coordinator in 1995 and has since held various senior and ownership roles. In this time, Daniel led a host of successful programs for established brands like Harman, Hitachi, AMD, Mitsubishi, Enterprise Ireland and XpanD. He also has extensive experience with start-ups in IT, Telecommunications, CE, CI and consumer goods. Daniel's expertise includes strategic planning, branding services, media placement and crisis management.


Travis McGee, Director of Account Services

travis mcgeeQuality is enduring — even in media and certainly in media relations! Members of our account team understand that relationships with the press are only as good as the time, effort and attention to detail that the account manager puts into it. This is why we place great emphasis on good writing, professional standards and comprehensive follow up and it's why our firm generates consistently better results!

Travis McGee began his career as an award-winning reporter with Systems Contractor News, Videography, TVB and Government Video and has since evolved into a highly effective public relations practitioner and organizer in today's entertainment and communication technology sectors.

Travis holds a Bachelor of Science in Psychology from New York University. Travis has experience with Harman, JBL Professional, Studer, Soundcraft, Hitachi, Middle Atlantic Products, Fairlight, Eventide and XpanD.


Chris Hertzog, Director of Digital Media Services

travis mcgeeThe minute someone presents themselves as a digital media expert is the minute they've lost my interest. With all of the innovation that takes place around the globe 24/7, digital media is an exploration that does not stop. With this in mind, our team knows where to look, from whom to learn and how to build. We deploy this knowledge for our clients with optimal impact at minimal cost.

Chris Hertzog lives on the digital edge: His innovative but cost-effective digital media programs enable clients to reach their targets with pinpoint accuracy, meaning greater cost effectiveness and stronger resonance.

Chris manages all current social media and external services accounts, including YouTube, Twitter, LinkedIn, Briefing Rooms, Blogger, FaceBook and more. In addition to working with our account team to implement digital media tasks for our clients, Chris also manages the media buying and advertising content delivery.

Chris holds a BA Degree in Electronic Film from Fairleigh Dickinson University in Madison, NJ.

pdfBest Practices For Managing Multiple Social Media Platforms


Philip Weiss, Director of Operations

travis mcgeeWe seek to build client portfolios as a fund would build investment portfolios: we look carefully for the companies with greatest potential in a set array of promising adjacent markets. In doing so, we know our clients will show the same appetite for growth and will share our cultural appreciation for strategic marketing and bottom line results. The formula has proven successful: we deliver strong value and as a result have the lowest client churn-rate in the industry.

Philip Weiss leads public relations for several Pro AV and CE brands. Prior to joining Brand Definition, Philip worked in the media relations division for FOX Broadcasting Company handling external communications for the network's major sports properties.

Today, Philip regularly places major feature coverage for his clients in the system integration, corporate AV and MI markets as well as high profile mainstream media coverage for consumer oriented products. Philip holds a Bachelors Degree in Business Administration from Bryant University. His experience includes work with Hitachi, Lexicon, Crown, NTERA and SmartBin.


Jen Lynch, Account Director

travis mcgeeEvery company has a story to tell. Our job is to find those compelling angles and strategically communicate them to the right people, at the right time, in the most valuable and effective way. We operate at the highest level of professionalism and integrity and believe in a culture of creativity, collaboration, good humor and fun.

Jen excels at media relations, strategic writing, editing, production and the development of extensive social media programs for current and potential clients. Her experience at Brand Definition includes work with ASUS, JVC, Hitachi, Enterprise Ireland, ASSA ABLOY, Brevity, Mitsubishi Photo Imaging, XPAND 3D and Ellickson International's Draft Master.

Prior to joining Brand Definition, Jen worked at Shorey Public Relations and Fleishman-Hillard. She has worked on a variety of consumer, government, B2B and technology accounts, most notably the U.S. Navy/OpSail, West Point Thoroughbreds, Nationwide Insurance, the Cayman Islands, M+W Zander and Luther Forest Technology Campus.

Jen holds a Bachelor of Science degree in Public Relations from the S.I. Newhouse School of Public Communications at Syracuse University. Follow her on Twitter @jenlynch.

pdfBest Practices For Managing Multiple Social Media Platforms


Terry Shea, Account Director

travis mcgeeThe marketing communications field has changed radically in recent years, but what hasn’t changed is that an effective program has to begin with a clear objective and a solid understanding of who it is you want to reach. Only then can decisions be made about the strategies, tools and tactics that will best achieve the desired results. At Brand Definition, we work closely with clients to ensure that goals are agreed upon, then carefully craft programs that deliver results in an efficient and measureable way.

Terry Shea brings 25 years of public relations experience to Brand Definition, including work with some of the most powerful brands in consumer electronics and other industries on both the agency and corporate sides.

Terry began his career as an editor and freelance writer in the tech field before entering public relations. As a communications professional, he has developed and managed programs for Sony, Canon, JVC, Nintendo and Toyota, among others, working at agencies both large and small on consumer, business-to-business and social media campaigns.

Terry holds a Bachelor of Science degree in Journalism from the S.I. Newhouse School of Public Communications at Syracuse University.


Patrick Collins, Editorial Director

terry sheaIf the value of a product, service or initiative cannot be conveyed in language that is direct, simple and clear, it’s probably not ready. In a world that becomes more crowded with noisy messaging each and every day, it’s more important than ever to find the heart of every individual’s and organization’s story and then tell it via the medium most appropriate for the intended audience, in a way that’s honest, actionable and relevant.

Patrick Collins brings more than two decades of experience addressing communications challenges for healthcare, educational and technology organizations to his work at Brand Definition. Prior to joining the agency in 2014, he worked for Waggener Edstrom Worldwide, Education Northwest, Portland State University and the University of Wisconsin. Patrick has planned, managed and created content for a broad range of clients, including Afilias, Alere Wellbeing, HP, Microsoft, Microsoft Research, SAP, Samsung and the University of Washington.

Patrick has a Bachelor of Arts degree in English from Webster University and has completed coursework for a Master of Arts in writing with an emphasis on creative nonfiction at Portland State University.