Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Building and transforming the brands that make generations healthier.

Nano Banana Pro Test

Flavor.

Flavor. 
An Integrated Sampling Agency

We believe that product sampling isn't being done well enough!

Integrated Sampling curates the perfect mix of sampling techniques to deliver optimal results for every campaign.

We look after all sampling elements under one roof to drive efficiencies in... Targeting, Relevance, Measurement and ROI.

Managing Director

Experiential Marketing Measurement Coalition

Sitting on the board of the Experiential Marketing Measurement Coalition.
Helping to to drive effective measurement across our industry.

Board Member

Investing in a portfolio of FMCG brands with high growth potential.

Offering advisory guidance in Product Sampling, Promotional Marketing and Growth. 

Current investments include Mighty Slice, Swypes, The Biltong Factory, UNLTD, and Dr Wills.

Investor and Advisor

Experiential Consultants

Experiential + Product Sampling specialist consulting at various agencies & brands. 

Developing and delivering Experiential:
- Propositions & IP
- Strategies 
- Pitches
- Measurement Methodologies
- Talks & Training
- Projects & Campaigns

Founder + Experiential Consultant

MentorCruise

Offering advice, mentorship and guidance on starting a business, building a culture, creating a business development strategy and planning for an exit.

A founder of 2 x specialist marketing agencies, board level Non-Executive Director for start up agencies + FMCG brands, and an expert in Partnerships, Experiential Marketing + Product Sampling.

After launching my agency just before the Covid pandemic struck, I'm proud to have been able to have designed, adapted and built a business that has thrived from a 2 person team to a major player in the industry within 3 years - working with brands like General Mills, Asahi, Mars Foods + Heineken.

Mentor

Sampley.io

Board level advisory position to aid the development + growth of Sampley.
- Refining business plan
- Developing consumer and brand user experiences
- Product testing and launch strategy
- Funding strategy
- Pricing and market offering
- Scale planning financial viability
- Key supplier sourcing and selection
- Business Development strategy
- International expansion planning
- Marketing and PR strategy
- Operational business functions

Non Executive Director

DMA UK

Chair of Experiential Committee

Collider

Heading up & driving forward Consumer Experiential business for the agency
Shaping the Experiential proposition of the agency
Integrating 'Experience Focus' throughout the agency 
Leading Consumer Experiential campaigns including; 
- Experiential with Impact
- Intelligent Sampling
- Experiential at Events
- Internal Experiential 
- Integrated Experiences

Head of Experiential - Experiential Consultant

HeyHuman

Develop and implement HeyHuman experiential proposition.

Experiential lead across all accounts (including Guinness, SEALIFE and Green & Blacks).

Experiential Director - Experiential Consultant

Undercurrent Live

Develop and manage consumer roadshows, trade shows, and incentive campaigns for Samsung.

MD at Flavor | Integrated Product Sampling | NED | Founder | Business Development + SME Strategy | Mentor | Experiential Consultant

As the Managing Director of Flavor, I lead an integrated sampling agency that adds Purpose to Sampling for food, drink, personal care and household brands to engage their audience with targeted, relevant, and measurable sampling campaigns. 

With over 15 years of experience in experiential marketing, I have a passion for creating engaging content and delivering optimal results for every campaign.

I also provide strategic guidance and mentorship to growing FMCG brands, marcom agencies, and member organizations as a Non-Executive Director, Founder, and Mentor. 

I have successfully launched and led several businesses, developed experiential propositions and IP, and coached and mentored agency leaders. I have a thorough understanding of leading and running business units effectively, as well as driving innovation and growth in the experiential and sampling industry.

Richard Lloyd-Williams

Most FMCG innovation doesn’t fail because the product is bad.
 It fails because the first moment is wrong.

A lot of recent trade coverage is focused on brands pushing harder at shelf — more claims, more promo, more noise.

But here’s the problem:
Shelf is rarely a discovery moment anymore.
It’s a confirmation moment.

Shoppers arrive having already decided — via habit, TikTok, WhatsApp groups, kids, trainers, mates.

Which means sampling inside the store often shows up too late.

The brands seeing stronger trial-led growth are flipping the order:
👉 Seed trial before the shop
 👉 Create a need, craving or routine
 👉 Then let retail convert it

That could be:
 – A chilled drink after the gym
 – A kids snack at a club or class
 – A midweek meal helper arriving at home
 – A digital reminder after trial

Same product.
Same retailer.
Completely different outcome.

Sampling isn’t about being present everywhere.
It’s about being present before the decision is made.

Curious how others are thinking about pre-shop trial right now — especially with budgets under pressure.

taplio

The Battle

John Scheer

Richard Lloyd-Williams

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taplio

The Battle

John Scheer

Richard Lloyd-Williams

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Scheer's LinkedIn Performance

Performance ScoreRichard Lloyd-Williams's LinkedIn Performance

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Performance ScoreJohn Scheer's LinkedIn Performance