Russell Herder | About
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33 Years of Getting It Right

As many marketing agencies struggle for relevance, tried-and-true formulas grow increasingly ineffective. For more than 30 years, Russell Herder has been looking to the future, developing strategies to keep our clients one step ahead.

The thought leadership driving our core disciplines transcends traditional marketing. Our approach leverages up-to-the-moment media vehicles with metrics that show you the exact impact of your dollars.

There will always be new technologies, improved ways to communicate. And it’s our job to be at the forefront of that change. As we help you achieve your goals, we’ll do it with an eye on your future.

Our Leadership


Brian Herder

Co-Owner, Executive Creative Director

Brian guides Russell Herder’s dynamic creative group, ensuring the success of the agency’s most critical work. Under his leadership, the agency has received regional, national and international recognition for creative excellence. As co-owner of the firm, he’s supervised the development and execution of strategic, award-winning campaigns for a wide range of clients, from Marvin Windows International, TCF Financial and Genmar Marine, to the Minnesota Department of Health and more. Brian’s career began in illustration and design, taking him through national brand assignments and the creation of high-end retail environments. In addition, Brian has served on a variety of non-profit boards, as an adjunct university faculty member in advertising, and was a cofounder of Ruckus Interactive. He is a frequent speaker on creativity and brand development.

Carol Russell


As one of the founding partners of Russell Herder, Carol has dedicated much of her career to developing and guiding growth strategies for brands in the healthcare, hospitality, building products and professional services industries. Her insights and leadership have driven strategic work for such high profile organizations as the State of Minnesota, American Society of Interior Designers, Association of American Medical Colleges and Wellcraft Marine. She has specifically focused on assisting clients in developing executive-level communication strategies, digital initiatives, brand launches and rebranding efforts. Her track record of achievement with strategic planning and marketing has helped grow Russell Herder to an American Association of Advertising Agencies accredited marketing firm with a regional and national client base. Carol holds a master’s degree in Communications Management and is a graduate of the University of Minnesota Executive Program, Carlson School of Management.

Tom Wilson


Tom’s versatility and experience make him a leader in marketing, advertising, communications, client service, brand development and new business development. With every account, Tom strives to discover solutions that build and sustain long-term relationships between brands and users. In his own words “Helping clients discover solutions to their branding problems is a passion of mine. Creating and executing those solutions at Russell Herder is definitely fulfilling that passion.” With more than 35 years of experience, Tom enjoys leading RH’s talented team of professionals and subject matter experts. Tom is an enthusiasm-generating leader and excels at fueling the possibility that exists in every organization and individual.

Our Culture

At Russell Herder, we’re driven by opportunity and accountability. We depend upon one another to give our personal best. We know our clients could have hired anyone, and consider it a privilege to be trusted with other people’s jobs, organizations, reputations and money. We feel the best work is done in an atmosphere of trust and enthusiasm. Because our clients face serious demands and specific goals, we place their success ahead of our own. Also, we love what we do. And remind ourselves that if it was easy, everyone would do it. We just do it better.


We hate wasting time – or money. So our lean structure lets us hit the ground running.



Our teams have an endless appetite for detail, planning and deployment. We lean in, listen up, and deliver.



Since every client situation is unique, we don’t boilerplate or pander. Our clients get inspired, impactful thinking.

Our Office


Russell Herder is located in Minneapolis within International Market Square, the largest commercial and residential interior design marketplace in the Upper Midwest. Built in 1905, IMS was modeled after the San Francisco Design Center to serve as the manufacturing facility for Northwestern Knitting. It later housed the headquarters for Munsingwear Inc., a business that transformed the garment industry with the introduction of the union suit (since we cover butts for a living, a former underwear factory kind of makes sense). Now home to more than 170 unique businesses – and a ghost named Basil – the dynamic complex features showrooms, studios, shops, galleries and restaurants.


How can we tell your story?