Laurie is the creative mantra to your brand. The idea. The
concept. The slogan. The caffeine. The sugar rush. The buzz.
Brand is what people say it is, and Laurie’s job is to influence
what they are saying about yours. She scribbles on napkins.
Scrawls headlines on chalkboards. Makes broad, sweeping arm
movements to be sure the idea is understood. She ensures that
strategy, the main idea, is never lost in a creative brainstorm.
She’s the translator between left-brain and right-brain. Between
bankers and customers. Between what was and what could and
Laurie Campbell Pannell: Partner and Brand Strategist
A creative hybrid with a great sense of energy, Laurie Campbell Pannell is the
co-creator of FMS, helping clients define their personality, find their voice and
express their unique brand within a succinct, integrated and highly sustainable
branding program. With years of experience in advertising and marketing for
the banking industry, it is her two decades of pop-culture experience outside
the industry that brings fresh ideas, cutting-edge concepts and that ever-
elusive, consumer-perspective. Understanding how brand impacts the consumer
experience, she balances branding truths with a strategic grasp of the clients’
goal to get inside the mind of the consumer, elicit a response and build lasting
An experienced writer, editor and creative director in both freelance and
corporate agency settings for international clients across a wide range of
industries, she effectively establishes brands and maintains branding promotions
across all forms of media. She also builds customized culture development ideas
to streamline internal branding efforts.
A cum laude graduate with a bachelor’s degree in English and art advertising,
Laurie has been an owner of her own virtual ad agency; a regular contributor to
and illustrator for national magazines and newspapers; the recipient of several
advertising awards; and is an active member of the Nashville Advertising
Federation, the American Advertising Federation, and numerous other
professional organizations, art leagues and honor societies.
History of Tim Pannell and partner Laurie Campbell Pannell
In 1990, Tim and Laurie met as coworkers at an ad agency,
where Tim was responsible for the roll-out of a financial services
marketing division. They left and opened their own company in
2005 (and married in 2008). Concentrating on banks, Tim leads
with strategy while Laurie sparks creative thinking. Their best work
is a happy marriage of both approaches, marked by brands that