Pat Attenasio Interview
For Siegel+Gale's Pat Attenasio, simplicity isn’t a given—it’s an art that demands hard work, but leads to copy that lands and collaboration that flows naturally.
Published on
Feb 20, 2025
6
min. read
Where’s your hometown and where do you live currently?
Four years ago, my son and I put down roots in Madison, New Jersey—a town so quaint it might as well be Mayberry. Funny enough, I grew up just ten miles away and never even knew it was here. I’ve lived all over—DC, the Bay Area, Austin, Brooklyn, the Upper East Side—but Madison just feels like home. We’re tight with our neighbors, walk to school and the downtown shops, and can hop on a train to the city every hour. I love that my son gets to grow up so close to New York, experiencing some of the same things I did at his age.
In a few sentences, describe what you do.
I help brands tell stories that stick, stand out, and spark action.
What are the skills that make the biggest difference in your work?
Client empathy. They come to us at a crossroads, facing big, often overwhelming change. I start with the end in mind—who will be using what we create? At Siegel+Gale, our job isn’t just to build tools; it’s to guide them through the uncertainty with clarity and confidence.
If you could pick one piece of work to represent yourself, what would it be?
I’ll go with our recent voice work for a global healthcare tech leader. They do staggering good in the world but never really owned it—too humble, too functional. We stripped their voice down to two core attributes: Caring and Courageous. Alone, one’s too soft, the other too bold. Blended, they hit that rare sweet spot—empathetic but unwavering.
What is a campaign that you wish you had worked on?
Patagonia’s Black Friday campaign. Or anything Patagonia. They say it, they do it, they own it. No hedging, no half-assed values. Just bold moves and a loud, clear stance. That’s how it’s done.
What is your favorite and least favorite brand right now? Why?
Favorite: Liquid Death. Most water brands try to be for everyone. Liquid Death actively leans into being polarizing. If you don’t get the joke, they’re fine with that—it’s part of the exclusivity. It’s not just water—it’s an attitude, a lifestyle, and a masterclass in branding that refuses to be boring.
Least favorite? Tupperware. And it pains me to say that— I worked on their brand a decade ago, and I still drink the Kool-Aid—because they really are that special. Their story, their heritage—it’s powerful. But with sales down, now’s the time to go bold. Instead, their rebrand plays it safe, focusing on product over impact. They’re an iconic American brand, and I want to see them soar. But they keep watering themselves down when they should be making a statement.
What’s a piece of feedback that still haunts you?
“We need to run this copy by our lawyers.”
What’s a piece of advice that still guides you?
Early in my career, I crushed my part of a client presentation—then checked out, riding the high. But my mentor, the brilliant Enshalla Anderson, pulled me aside—not to praise me, but to teach me. “Everyone in the room takes notes,” she said. That lesson stuck. Stay humble. Keep digging.
We can't help but notice - you're a pretty proud papa. How has being a parent enriched your creative life?
Every day, my son Teddy reminds me that creativity and simplicity should flow naturally—not be forced. Kids live fully in the present—no dwelling on the past, no stressing over the future. They demand you show up, right now.
I've also realized that complexity is man-made. Kids like Teddy don’t do jargon, and they’ll call you out with a confused look if you overcomplicate things. Our minds crave clear, simple language—something we forget as adults. So, I’m constantly revising how I think and speak to communicate better with my son. Simplicity is a child’s first language. It should be ours too.
What’s one major takeaway you’ve gained from each studio you have worked for in your career so far?
Each agency approaches branding differently. Along the way, I learned how to future-proof brands and bring them to life with real humanity. I’m a mix of every agency I’ve worked at and every great mind I’ve learned from—especially here at Siegel+Gale. This place has always been a talent factory.
Can you tell us about your path returning to Siegel+Gale after leaving for several years?
Siegel+Gale has been a huge part of my life for 17 years. It’s where I started my branding career, met my late wife, built lifelong friendships, and learned at the feet of legends. So, when our CEO, Howard Belk, invited me back, I didn’t hesitate. Now, I get to honor my wife’s legacy while building my own. I get to share what I’ve learned with the next generation of simplifiers and be part of a team shaping the future of communications, where simplicity meets AI. Coming back to Siegel+Gale feels right—this is home.
How does your background studying English and passion for literature inspire your work?
I was all about 20th-century short story writers in college, and Hemingway and Carver hooked me fast. I still remember reading Where I’m Calling From freshman year—it completely rewired how I think and write. The brevity, the clarity, the sharp, no-nonsense syntax—Hemingway’s five rules of writing are practically the foundation of simplicity. And science backs it up—our research and recent neuroscience studies show that this kind of language hits hardest, lighting up the brain’s reward centers. Just like it hooked me, I now preach its power to clients and colleagues alike.
How does your philosophy of simplicity shape your work and creative process?
Simplicity takes work—messy, frustrating, often thankless. But the impact? Undeniable. As Bill Birchard says in Writing for Impact, “If you champion one habit to win readers, it has to be simplicity.” I’ve torn down and rebuilt my writing from the ground up because of it. The result? Tighter, sharper, stronger writing—more impact with fewer words.
What is one thing you wish you could tell every client?
Be bold. Too many brands play it safe and fade into the wallpaper. Clients start with big ambitions, but boldness gets chipped away by committees and compromise. In today’s world, brands need to be simple and bold to stand out. So, stick with it—see it through.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
Walking. A quick 20-minute stroll—around the office, through town—clears my head and resets my creativity. With so much time spent on a screen, I need to unplug, hit the pavement, and just move.
What’s your favorite way to procrastinate?
Right now, I’m deep down the tattoo portfolio rabbit hole. My arms are covered with tattoos symbolizing different chapters of my life, and I’m about to add another—a soaring eagle to represent what’s next.
What about the industry do you wish you knew starting out in your career?
Be real. Bring your whole self—this job demands it. Brains, persistence, guts. Early on, I
tried to fit in. Siegel+Gale encourages the opposite—and I thrive on it.
Where can The Subtext readers keep up with you? (blog, social channels, LinkedIn, website, etc)
LinkedIn.
Personal blog (coming soon!): hey.dad
Bonus Round
What do you listen to while working?
I focus best with either silence or classical music. When I’m working on a new brand voice, I make a playlist to set the vibe and help get in character. Right now, I’m building a voice that oozes swagger, so I’m listening to artists like Run-D.M.C., Iggy Pop, Missy Elliott, Joan Jett, early Elvis, Kendrick Lamar, and Doechii.
What’s your most creatively inspired time of day?
My commute—seriously. It’s the only time I truly have to myself. The train ride feels like a “This Is Your Life” episode, passing the hospital where I was born, Rutgers Newark, where my dad—our family’s first college grad—studied, and finally rolling into New York, my longtime home and my son’s birthplace. In under an hour, I get a moving montage of my life, with memories bubbling up at every stop.
What’s one writing rule you love to break, and one you never do?
One of my favorite rules: Write fast, edit slow. Most people (including me, once) do the opposite—but that kills flow. One rule I love to break? Save your work. Years ago, I trained myself out of agonizing over every word. When I catch myself over-polishing, I go all in—perfecting every detail—then delete it. Gone. I take a walk, come back, and rewrite it from memory in ten minutes. The result? Looser, sharper, more alive writing.
If you could ban one copy line/phrase, what would it be?
Human—the ultimate buzzword. Overused, vague, and often just a fancy way of saying... people.
Do you have a personal mantra?
Get shit done.
If you weren’t in this industry, what would you be doing?
I’d be a grief counselor. The grief community has been a lifeline for my son and me. These are some of the strongest, most resilient people out there, yet they’re often unseen or ignored by society. I want to change that.
Describe your creative process in three words.
Damn the torpedoes.
Pat Attenasio is Director, Brand Communication at Siegel+Gale.
Where’s your hometown and where do you live currently?
Four years ago, my son and I put down roots in Madison, New Jersey—a town so quaint it might as well be Mayberry. Funny enough, I grew up just ten miles away and never even knew it was here. I’ve lived all over—DC, the Bay Area, Austin, Brooklyn, the Upper East Side—but Madison just feels like home. We’re tight with our neighbors, walk to school and the downtown shops, and can hop on a train to the city every hour. I love that my son gets to grow up so close to New York, experiencing some of the same things I did at his age.
In a few sentences, describe what you do.
I help brands tell stories that stick, stand out, and spark action.
What are the skills that make the biggest difference in your work?
Client empathy. They come to us at a crossroads, facing big, often overwhelming change. I start with the end in mind—who will be using what we create? At Siegel+Gale, our job isn’t just to build tools; it’s to guide them through the uncertainty with clarity and confidence.
If you could pick one piece of work to represent yourself, what would it be?
I’ll go with our recent voice work for a global healthcare tech leader. They do staggering good in the world but never really owned it—too humble, too functional. We stripped their voice down to two core attributes: Caring and Courageous. Alone, one’s too soft, the other too bold. Blended, they hit that rare sweet spot—empathetic but unwavering.
What is a campaign that you wish you had worked on?
Patagonia’s Black Friday campaign. Or anything Patagonia. They say it, they do it, they own it. No hedging, no half-assed values. Just bold moves and a loud, clear stance. That’s how it’s done.
What is your favorite and least favorite brand right now? Why?
Favorite: Liquid Death. Most water brands try to be for everyone. Liquid Death actively leans into being polarizing. If you don’t get the joke, they’re fine with that—it’s part of the exclusivity. It’s not just water—it’s an attitude, a lifestyle, and a masterclass in branding that refuses to be boring.
Least favorite? Tupperware. And it pains me to say that— I worked on their brand a decade ago, and I still drink the Kool-Aid—because they really are that special. Their story, their heritage—it’s powerful. But with sales down, now’s the time to go bold. Instead, their rebrand plays it safe, focusing on product over impact. They’re an iconic American brand, and I want to see them soar. But they keep watering themselves down when they should be making a statement.
What’s a piece of feedback that still haunts you?
“We need to run this copy by our lawyers.”
What’s a piece of advice that still guides you?
Early in my career, I crushed my part of a client presentation—then checked out, riding the high. But my mentor, the brilliant Enshalla Anderson, pulled me aside—not to praise me, but to teach me. “Everyone in the room takes notes,” she said. That lesson stuck. Stay humble. Keep digging.
We can't help but notice - you're a pretty proud papa. How has being a parent enriched your creative life?
Every day, my son Teddy reminds me that creativity and simplicity should flow naturally—not be forced. Kids live fully in the present—no dwelling on the past, no stressing over the future. They demand you show up, right now.
I've also realized that complexity is man-made. Kids like Teddy don’t do jargon, and they’ll call you out with a confused look if you overcomplicate things. Our minds crave clear, simple language—something we forget as adults. So, I’m constantly revising how I think and speak to communicate better with my son. Simplicity is a child’s first language. It should be ours too.
What’s one major takeaway you’ve gained from each studio you have worked for in your career so far?
Each agency approaches branding differently. Along the way, I learned how to future-proof brands and bring them to life with real humanity. I’m a mix of every agency I’ve worked at and every great mind I’ve learned from—especially here at Siegel+Gale. This place has always been a talent factory.
Can you tell us about your path returning to Siegel+Gale after leaving for several years?
Siegel+Gale has been a huge part of my life for 17 years. It’s where I started my branding career, met my late wife, built lifelong friendships, and learned at the feet of legends. So, when our CEO, Howard Belk, invited me back, I didn’t hesitate. Now, I get to honor my wife’s legacy while building my own. I get to share what I’ve learned with the next generation of simplifiers and be part of a team shaping the future of communications, where simplicity meets AI. Coming back to Siegel+Gale feels right—this is home.
How does your background studying English and passion for literature inspire your work?
I was all about 20th-century short story writers in college, and Hemingway and Carver hooked me fast. I still remember reading Where I’m Calling From freshman year—it completely rewired how I think and write. The brevity, the clarity, the sharp, no-nonsense syntax—Hemingway’s five rules of writing are practically the foundation of simplicity. And science backs it up—our research and recent neuroscience studies show that this kind of language hits hardest, lighting up the brain’s reward centers. Just like it hooked me, I now preach its power to clients and colleagues alike.
How does your philosophy of simplicity shape your work and creative process?
Simplicity takes work—messy, frustrating, often thankless. But the impact? Undeniable. As Bill Birchard says in Writing for Impact, “If you champion one habit to win readers, it has to be simplicity.” I’ve torn down and rebuilt my writing from the ground up because of it. The result? Tighter, sharper, stronger writing—more impact with fewer words.
What is one thing you wish you could tell every client?
Be bold. Too many brands play it safe and fade into the wallpaper. Clients start with big ambitions, but boldness gets chipped away by committees and compromise. In today’s world, brands need to be simple and bold to stand out. So, stick with it—see it through.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
Walking. A quick 20-minute stroll—around the office, through town—clears my head and resets my creativity. With so much time spent on a screen, I need to unplug, hit the pavement, and just move.
What’s your favorite way to procrastinate?
Right now, I’m deep down the tattoo portfolio rabbit hole. My arms are covered with tattoos symbolizing different chapters of my life, and I’m about to add another—a soaring eagle to represent what’s next.
What about the industry do you wish you knew starting out in your career?
Be real. Bring your whole self—this job demands it. Brains, persistence, guts. Early on, I
tried to fit in. Siegel+Gale encourages the opposite—and I thrive on it.
Where can The Subtext readers keep up with you? (blog, social channels, LinkedIn, website, etc)
LinkedIn.
Personal blog (coming soon!): hey.dad
Bonus Round
What do you listen to while working?
I focus best with either silence or classical music. When I’m working on a new brand voice, I make a playlist to set the vibe and help get in character. Right now, I’m building a voice that oozes swagger, so I’m listening to artists like Run-D.M.C., Iggy Pop, Missy Elliott, Joan Jett, early Elvis, Kendrick Lamar, and Doechii.
What’s your most creatively inspired time of day?
My commute—seriously. It’s the only time I truly have to myself. The train ride feels like a “This Is Your Life” episode, passing the hospital where I was born, Rutgers Newark, where my dad—our family’s first college grad—studied, and finally rolling into New York, my longtime home and my son’s birthplace. In under an hour, I get a moving montage of my life, with memories bubbling up at every stop.
What’s one writing rule you love to break, and one you never do?
One of my favorite rules: Write fast, edit slow. Most people (including me, once) do the opposite—but that kills flow. One rule I love to break? Save your work. Years ago, I trained myself out of agonizing over every word. When I catch myself over-polishing, I go all in—perfecting every detail—then delete it. Gone. I take a walk, come back, and rewrite it from memory in ten minutes. The result? Looser, sharper, more alive writing.
If you could ban one copy line/phrase, what would it be?
Human—the ultimate buzzword. Overused, vague, and often just a fancy way of saying... people.
Do you have a personal mantra?
Get shit done.
If you weren’t in this industry, what would you be doing?
I’d be a grief counselor. The grief community has been a lifeline for my son and me. These are some of the strongest, most resilient people out there, yet they’re often unseen or ignored by society. I want to change that.
Describe your creative process in three words.
Damn the torpedoes.
Pat Attenasio is Director, Brand Communication at Siegel+Gale.
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