For nearly two decades, Andrea Trapani has been a force in the industry as a public relations and communications expert. She has inspired the agency’s clients and its best-in-the-business team to think big—to push the envelope and exemplify what it means to deliver stellar work and to serve as a strong agency partner.
As managing partner, Andrea oversees a team of more than 30 diverse professionals, in addition to driving the agency’s vision, operations and strategic direction. She has supercharged Identity’s growth path and mission since becoming managing partner in 2015, charting an elevated vision and successful direction for the agency and its recognition as a leader in Detroit and the Midwest.
She has served as the leadership force behind the agency’s recognized culture of great work and continued growth of its professionals, roster of recognizable brands and clients, and the agency’s expansion into Chicago—one of many examples of how her leadership has helped establish Identity as the premiere agency in the Midwest.
Andrea serves as chief strategist and communications counsel to some of the country’s most iconic brands and thriving organizations, including Hudsonville Ice Cream, Motown Museum and more. Her understanding of how business success intersects with marketing and communications and how companies need to communicate in today’s environment is unparalleled in the industry.
Andrea’s keen ability to lead an organization through times of crisis led to Identity’s most successful years of growth in agency history in 2020 and 2021. Her foresight in forging the agency’s digital-first culture aided in the decision to move Identity’s headquarters to downtown Birmingham—one of Metro Detroit’s most walkable and sought-after communities. Her understanding of what top talent wants in the industry resonated with the team, leading to high retention and a collaborative, innovative environment that strongly positions the agency for a bright future. Today, the agency has a 5.5 year average retention rate of its team and a nearly 6.5 year average tenure of its more than 70 clients.
Andrea’s expertise has been leveraged by some of the country’s most notable celebrities, top-tier CEOs, political decision-makers and innovative entrepreneurs to shape their message, guide their strategy and make an impact. Her reputation of pointed, strategic and creative counsel when the spotlight is bright and mix of unrivaled strategic communications expertise, keen branding expertise and effective and creative storytelling ability—in addition to her knowledge of what makes news in today’s modern communications landscape—has helped Identity clients achieve local, regional, national and international attention.
Her expertise in crisis communications and change management has helped some of the country’s largest brands navigate sensitive and critical messaging moments. During the COVID-19 pandemic, she led Identity and its clients through turbulent times—commandeering uncharted waters in real time and authoring bold playbooks for internal and external audiences at a time when leaders needed advice more than ever.
By placing a focus on client service, Andrea has reimagined and repositioned the agency’s approach to delivering on the Identity Way. Believing that great PR and strong client relationships rely on more than individual successes, she has created an elevated sense of expectations for companies to partner with a PR agency. This vision has been fundamental to Identity’s impressive list of clientele and tenure of client relationships.
Andrea’s work and business accomplishments have earned her recognition in Crain’s Detroit Business 20 in Their 20s, Dbusiness 30 in Their 30s and Crain’s Detroit Business Notable Women in Marketing, among several other personal and professional achievements. Additionally, under her oversight, Identity secured more than 25 public relations, marketing, social media, creative and communications awards over the past five years.
Presenting in front of thousands at industry conferences and business events over the years, Andrea has earned a reputation as a leader who prides herself on personal growth, mentorship and transparency.
Andrea is inspired by working alongside Identity’s brilliant team, incredible professionals and delivering on amazing and memorable ‘wow’ moments. Most importantly, her life is defined by being a mother to her son Enzo and daughter Isla.
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