Paul Jankowski has spent his career shaping how the country’s biggest brands understand more than half of America. As the founder of New Heartland Group, he’s built a framework rooted in culture, values, and real consumer behavior, powering work for names like Pepsi, Anheuser-Busch, and Visa.
His path blends entertainment, strategy, and a deep respect for the audiences that often go overlooked.
If you’re ready to rethink how influence really works, keep reading.
Who are you and what do you do?
I’m Paul Jankowski, founder of New Heartland Group, a brand strategy and consumer engagement agency focused on the nearly 60% of Americans who live in the Midwest, Southeast, and Southwest — what we call the New Heartland. My work is about helping brands connect with this consumer segment through culture, values, and lifestyle passions. Clients include Pepsi, Anheuser-Busch, and Visa. We also do quite a bit in the entertainment space on behalf of brands.
What’s something we don’t know about you?
I’ve written three books about New Heartland culture, put together Beyonce (Verizon) and Taylor’s (Pepsi) first corporate deals and was a certified NFL agent.
What inspires or motivates you to get out of bed?
Helping brands truly understand New Heartland consumers and teaching/encouraging folks in their marketing or music journey.
What is one thing you can’t live without?
Live music (and great pizza).
Where do your brightest ideas come from?
Observing people. Trying to solve a problem that may or may not need to be solved.
How do you spark your creativity when you’re feeling in a rut?
Take a long run. Play guitar. Hit golf balls.
Where is your favorite place to decompress & unwind?
Anywhere outdoors. A balance between great beaches and the mountains.
When do you feel your best, and what do you do to stay in good vibrations?
When I pay attention to the health of my mind, spirit and body. Leaning into gratitude (game changer) and realizing everyone has their own shit, really puts life in perspective.
Why did you choose Ampersand Studios as your workspace?
Ampersand just has great energy. It’s creative, collaborative, and filled with people doing cool stuff. It’s a natural fit for New Heartland Group.
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