We are Notorious111.
A creative brand studio
that cracks brands wide open,
revealing their greatness like never before.
We drive results for brands that don't want to stand out - they want to be legends.
We live in the gray space,
Where new insights are found, legends are born, and exploration meets self-discovery.
the space between.
The world doesn't need another advertising agency. People need a place where creativity and data come together to build meaningful connections. As a creative brand studio, we make brands matter by creating ideas that speak directly to minds and hearts, which in turn spark actions.
This isn't just marketing—it's about forging real connections that people can believe in and get excited about.
Guiding ethos
Culture isn't static
To make waves, you've got to dive in, get your hands dirty, and keep pushing.
Collaborate, break boundaries, and create stories that tempt, tease, and transform. Turn the ordinary into the extraordinary.
Featured clients
- Inova HEALTH
- Volkswagen
- Kawasaki Motors Corp., U.S.A.
- AvalonBay
- Choice Hotels
- Booz Allen Hamilton
- DAI
- Dollar General
- National Aquarium
- Monumental Sports
- Washington Nationals
Leadership
Explorers, Heroes, and Rebels
We're out in the world, bending the rules, smashing conventions, and turning wild ideas into something legendary.
Katie Hooper
Co-Founder & Chief Executive Officer
Nicole Wyche
Co-Founder & Chief Strategy Officer
Brandon Rochon
Chief Creative Officer
Justine Song Henning
Co-Founder & Chief Client Officer
Deena Smith
Co-Founder & Chief Operating Officer
Winnie Lee
Co-Founder & Chief Financial Officer
Practice Leads
Katie Hooper
Co-Founder & Chief Executive Officer
As a strategic marketing executive and proud co-founder of Notorious111, Katie Hooper, brings a wealth of experience in guiding organizations through transformative changes to fuel growth and enhance profitability. Most recently reshaping the agency to focus on creative, beyond-advertising solutions that resonate with brand leaders. Katie's passion lies in empowering talented, creative teams across various disciplines—strategists, makers, engineers, and marketing gurus—to tackle critical business challenges effectively. She delivers a unique blend of strategic insight, innovative thinking, and leadership skills to drive success in the dynamic marketing landscape.
Nicole Wyche
Co-Founder & Chief Strategy Officer
Nicole Wyche, Notorious111's Chief Strategy Officer, is known for her ability to bring teams, agencies, and ideas together. With a strategic approach rooted in curiosity about human behavior, she has crafted impactful solutions for major brands like Dollar General, Johnson & Johnson, Fiat Chrysler, GM, Samsung, and Nike. Her improvisational nature allows her to stay agile and adapt strategies in real-time, turning challenges into opportunities. Nicole leads with a focus on collaboration and creative integration, driving transformative results.
Brandon Rochon
Chief Creative Officer
Brandon Rochon, 'The Culture Decoder,' is a master at crafting brand narratives that resonate globally. Brandon's journey into the marketing world was driven by his desire to create magnetic, resonant work—his vision to orchestrate what's cool has made him a pivotal figure in shaping brand narratives and decoding cultural trends. He's shaped campaigns for iconic brands like Absolut Vodka, Red Bull, PlayStation, Louis Vuitton, Coke Zero, and Samsung. Brandon has been named: ADWEEK 40 under 40 / ADCOLOR-ONE CLUB Creative Award / Most Influential Marketer LA Business Journal / 4As 100 of the last 100 yrs and was also inducted into the AAF Hall of Achievement.
Justine Song Henning
Co-Founder & Chief Client Officer
With over 20 years of expertise, Justine builds client relationships, leads the account team, and provides strategic guidance. Evaluating the landscape and aligning client needs with strategies, she drives successful client relationships and growth. Inspired by her mother, an entrepreneur and immigrant from Korea, Justine inhabits resilience and an entrepreneurial spirit. An inaugural member of the ADCOLOR team and proud recipient of the 4As/MAIP Paragon Award, she continues to lead with passion and purpose.
Deena Smith
Co-Founder & Chief Operating Officer
Equity, determination, and curiosity shape Deena's life and work. She manages business operations, establishes policies upholding company culture, and oversees the executive team. She navigates and aligns diversity goals with Notorious111's strategy. With 34 years of experience, Deena has led or managed major accounts like Blackboard, 4-H, Marriott, McDonald's, Mobil Oil Corp, and XM Satellite Radio to name a few. Her curiosity and business acumen, propel the agency forward, delivering innovative solutions that exceed expectations.
Winnie Lee
Co-Founder & Chief Financial Officer
As CFO of Notorious111, Winnie is known for her strategic foresight and financial expertise. Always striking the balance between pragmatism and bold decision making, she was the driving force behind increasing the agency's profit margin by 15% in her first 2 years at the helm. Winnie is a strategic thinker, who leads with curiosity and a solutions-first perspective. Prior to Notorious111, she spent over 20 years in multiple Fortune 100 companies where she played a pivotal role in shaping the companies financial trajectory, overseeing budgeting and forecasting, tax, treasury, and strategic planning.