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By Riley Kaminer

Member Spotlight | PATHOS

Read Time 3 Minutes

Business: PATHOS is a full-service, multidisciplinary marketing firm that takes a creative approach to solving its clients brand-building needs.

Launched: 1990

HQ: West Palm Beach

Employees: 18


In the rapidly-changing world of marketing, businesses must stay on top of the trends to keep their competitive edge. But Shane Savage, Chief Strategy Officer of PATHOS, admits that this is often easier said than done.

Savage sympathizes with this struggle that many of his clients face. He relishes the opportunity to, in his words, “translate” the ever-evolving opportunities and threats facing companies in an increasingly complex marketing environment.

PATHOS “offers strategic marketing executed through design-orientated thinking,” said Savage. They take a creative “left and right brain” approach to tackle clients’ thorniest marketing needs. This strategy has worked well for PATHOS, which boasts a rapidly expanding client base throughout the South Florida region and, increasingly, the rest of the US.

One way to think about PATHOS, according to Savage, is as an outsourced marketing department for mid-sized corporations: “we’ve become vertically integrated over the decades.”

But the PATHOS team is more multidisciplinary than what you would find in a typical corporate environment. “We hire multifaceted and multidimensional people – people with diverse sets of backgrounds and skills that allow us to adapt quickly and bring cutting-edge innovation to each client,” explained Savage. “As marketing trends come and go, what you need are fantastic people who are hungry to keep learning and keep growing.”

“This has allowed us to break down silos,” he continued, comparing PATHOS to more traditional marketing companies that hire for rigid roles that conform to predefined verticals. By contrast, at PATHOS, “programmers talk to copywriters, copywriters talk to designers, brand consultants speak to all of them.”

The services PATHOS is able to offer reflect their employees’ wide range of skills. They help companies across the entire product lifecycle. Savage mentioned a few tangible ways PATHOS engages with clients: “we help them bring a new product to market, create branding around it, conduct internal training sessions around how to speak about this new product, create go-to-market strategies, leverage media to win new sales.” This beginning-to-end approach ensures that all their clients’ marketing needs are met.

Savage believes that small businesses are often overwhelmed with social media, but that “quality over quantity wins every day.” He said that it’s best to focus on one or two social media channels and use them effectively, rather than have a business stretch itself too thin by using too many platforms. This philosophy also extends to clients: Savage advises newer businesses to avoid “getting caught up on trying to continue getting clients, and try to serve repeat clients well.”

While PATHOS has clients across the US, the company is deeply rooted in the West Palm Beach community. “West Palm Beach is no longer just a tourist destination,” said Savage, “it’s a thriving business center.”

Savage cited Florida’s competitive tax rates, coupled with the trend towards decentralized workforces since the onset of the pandemic, as two major factors leading to the current economic boom in South Florida. According to Savage, PATHOS prides itself on helping “provide a path for career growth for recent college graduates” as well as “continuing to educate the more experienced people in our industry.” 

By providing opportunities for workers of all experience levels to “evolve, change, and learn,” Savage believes that local business leaders can develop “a very dynamic work ecosystem in Palm Beach County.”

PATHOS is taking a front-row seat in pushing for this progress. Pathonians (as PATHOS’s employees are called) mentor fledgling businesses at local accelerators, high schools, and colleges.

Savage’s goals are ambitious but commensurate with this moment of rapid growth. “We’re working with partners in the community to make West Palm Beach into a creative capital. I look forward to continue building on the momentum of uplifting West Palm Beach.”

By Nancy Dahlberg

Member Spotlight | PATHOS

Read Time 4 Minutes

Business: Marketing firm specializing in “creative intelligence”

Headquarters: West Palm Beach

Leadership: Ann Savage, Founder & CEO; Shane Savage, Chief Strategy Officer

Employees: 20 full-time

Clients: hospitality groups, automotive, retailers, financial firms, hospitals and community organizations.


Hannah Haywood walks, Fabiana Otero bikes, and Luke Liscom soon plans to One-Wheel to work. And that’s just how their employer, Pathos, likes it.

Pathos is a creative intelligence firm, specializing in full-service enterprise marketing, and is located in downtown West Palm Beach. A big part of its culture since the 29-year-old company rebranded and moved to 319 Clematis Street about a year ago has been to get more involved in the community. For team members Haywood, Otero and Liscom as well as others, that’s easy to do when you work where you want to live – and vice versa.

“We have hosted more than 40 events that have gotten community members from all walks of life into our offices. We also go to other events around the community – it is part of our culture,” said the 24-year-old Otero, who is Brand Coordinator for Pathos. She has been working at Pathos for one year, and before that graduated from UF and did marketing work for the university. “And with our open office, we learn from each other every day. That is ingrained in our culture, too.”

Liscom, 23, is a Motion Designer at Pathos. He interned twice for Pathos while studying at Ringling College of Art & Design. Now he’s fulltime at Pathos working with cutting edge technologies such as 3D mapping and augmented reality, and he’s planning to move downtown soon. One-Wheel, he says, is his primary mode of transportation and you are likely to see him on One-Wheel group rides around town, too.

“We look at the community as part of our effort to create creative capital. To be in a space where we bring people in and work with each other and help grow the creative community has been wonderful,” he said.

Haywood, 23, is Media Coordinator at Pathos, working with clients on their media assets as well as diving into media research for them. But on Saturdays, you’ll always find her at downtown’s Green Market when it’s running. For her, like the others, the live-work-play lifestyle is natural. “We love the city feel, with all the the local vendors and small businesses.”

“Pathos is so unique and special to us because we aren’t scared to search for what makes us happy in our work life and Pathos provides a great balance of play and work and just being happy to go to work every day,” she said.

Achieving that balance and community engagement were the goal a year ago when Pathos moved downtown, said Shane Savage, Pathos’ Chief Strategy Officer, “We want to open our doors into the community, have that neighborhood feel, and start building things with those around us,” he said then.

Mission accomplished. In addition to the 40 events the company has hosted this past year – including for Creative Mornings, Leadership Palm Beach County, Junior Achievement  and various high school groups that get to experience augmented reality, 3D modeling and video production – Pathos’ team gets out in the community too, such as holding open office hours at 1909, helping Wellington High School prepare for its dance marathon, holding branding workshops with Palm Beach Gardens High School, and regularly attending meetups like Blood, Sweat & Beers.

Savage said the move downtown and a focus on getting out into the community has paid off in several ways. Pathos has found it easier to attract like-minded creatives to join the team full-time.  The company is also attracting community-focused clients. Pathos is currently helping Good Samaritan Medical Center with its 100 year anniversary and it started working with the Community Foundation of Palm Beach and Martin Counties, in addition to adding two large statewide organizations to its client roster, Savage said. “We’ve grown our profits as well, just through these initiatives.”

Savage said the stories of Haywood, Otero and Liscom, all native Floridians, show that students and young professionals don’t have to leave the state to find the innovative companies and challenging career paths.

Looking ahead, Savage added: “We want to continue to help build West Palm Beach into a creative capital.”

By Nancy Dahlberg

Member Spotlight | PATHOS

Read Time 4 Minutes

Business: Marketing firm specializing in “creative intelligence”

Headquarters: West Palm Beach


Ann Savage, Founder & CEO

Shane Savage, Chief Strategy Officer

Employees: 20


Tagline: Connect Minds. Build Brands


Step into Pathos’ funky offices in downtown West Palm, and you’ll see an open, collaborative space with skateboards riding the walls and perhaps some augmented reality projected. Employees are working on laptops, some in teams, some solo. A couple of them may be taking a mental break at the ping pong table.

Pathos calls itself a creative intelligence firm, specializing in enterprise innovation marketing. The West Palm Beach based company acts as a chief marketing officer for regional and national corporate clients.

“We’re full-service. We’re a CMO supplement to these corporations but we bring the power of an entire marketing department. Whether or not they have in-house solutions, we supplement or become their marketing department,” explained Shane Savage, who joined his mother’s company about four years ago as chief strategy officer.

Pathos works with hospitality groups, automotive, retailers, financial firms, hospitals and the Community Foundation of Palm Beach and Martin County. It often works with parent companies and services their entire portfolios. For instance it works with the parent company of Palm Beach Outlets, which has outlet malls across the country, and with Tenet, with hospitals across South Florida and beyond.

Ann Savage, Pathos’ CEO and co-founder, said Pathos’ services extend through implementation, including developing advertising materials, developing sales tools, building out companies’ digital presence, video production and content creation. For an e-commerce company, for instance, Pathos might manage their platform, and do their product design, branding and packaging.

The company was founded in 1991, but rebranded recently as part of its move downtown to Clematis Street. “We really reimagined the firm. Pathos is a new name for us,” said Ann.

“Pathos is one of the modes of persuasion founded by Aristotle, Pathos being the art of persuasion by appealing to one’s emotion. In everything we do, we are trying to tap into someone’s emotions. Through marketing, we need people to feel in order to make an impact and have something be memorable,” added Shane.

“The big piece is our involvement in the community. We are trying to help establish West Palm Beach as a creative capital by partnering with Joe [Russo of Palm Beach Tech] and all the other companies that are here,” he continued.

Shane said clients tend to stay with them an average of 15 years, but they have also brought in a plethora of clients in new industries.

What are some trends Pathos is seeing?

Creating authentic experiences is key, said Shane. “Consumers, especially millennials and Gen-X, are very intuitive and the key is to make things intuitive, easy to use and experiential but still maintaining the integrity of the brand.” He said experiences work because people want to be entertained and engage and interact with people and a brand. They don’t want the brand just to talk at them.

Another trend, said Ann, is that marketing companies are no longer thinking of content in terms of a beginning and an end, like an ad campaign: “Now it is more about creating content. Whether it is digital assets, animation or photography, it is very fluid and we are assembling it in all sorts of ways. It’s a different way to think about creative materials.”

Adds Shane, “the pace of change is so fast, we are helping companies find more ways to be dynamic and flexible internally as well.”

The team moved to West Palm Beach in November and the transition has gone well.

“It’s an exciting time to be in downtown West Palm. This kind of growth, with incubators for entrepreneurs and more collaborative work environments such as co-working spaces, it’s a priority for the city,” said Shane.  “For our team. we can feel it — the energy that is igniting amongst our group as we are venturing out more.”

To stoke the creative culture inside Pathos, the team takes outings and team cultural events, such as a recent trip to Miami’s Wynwood neighborhood where they took at street art class. It does a regular office event called IPA and FYI for creative endeavors such as book clubs, game nights and team building exercises, Shane said.

“The goal for the rebrand and creating that type of culture is we want to be more than just 20 people, we want to open our doors into the community, have that neighborhood feel, and start building things with those around us.”


Member Spotlight | PATHOS
Member Spotlight | PATHOS
Member Spotlight | PATHOS