As Sage Communications Group celebrates its 29th anniversary, co‑founder Anne Kottler reflects on Sage’s journey and shares what nearly three decades of direct response marketing can teach us today.
Q. Take us back to the beginning—how did Sage Communications Group come to be?
A. Sage was founded by my husband, Josef, and I as an advertising agency focused on the natural products industry. One of the earliest clients was Bread & Circus (which later became Whole Foods). Shortly after we expanded and began publishing Whole Life Times which sparked a broader journey into publishing.
In our early days, I remember saying, “I want to work with O, The Oprah Magazine and within six months we did! That’s what’s so powerful about setting clear, specific goals.
Initially, we worked out of our basement. It was very much a “mom and pop.” We hired freelancers and Josef wrote most of the copy. Slowly, we built a talented team—bringing on a writer, designer, and a few key people who are still with us today.
Q. Your background wasn’t in marketing—how did that shape Sage?
A. I started my career in social work before transitioning into the business world. That blend of perspectives—communications on one side and a people-centered background on the other—really influenced how we approach our work.
We’ve always thought about the human side of marketing: what motivates people, what makes them respond. And that continues to shape how we think about strategy today.
Q. Sage is known for its expertise in direct response. How has that evolved over time?
A. Direct response is about inspiring action. That hasn’t changed. Whether it’s a magazine subscription, renewal, fundraising, or digital marketing, the principles are the same: get attention, communicate value, and drive a response.
What’s changed is the expanded channels—and the targeting opportunities that come with that. In addition to envelopes and inserts, now it’s subject lines, landing pages, and digital experiences. We’ve been able to adapt with the times and with our clients—whether that means taking learnings from one industry to another or doing new types of projects.
Q. What has changed most in the industry since those early days?
A. Now there’s far more competition for people’s time, especially in digital spaces. You have to get to the point quickly. Plus, the whole digital revolution means omni-channel marketing, easier retargeting, and the ability to be more agile.
Q. What do you think sets Sage apart from other agencies?
A. Every member of our team has deep experience—not just in marketing, but in the industries we serve. Several folks have been with us 10+ years and our retention is strong.
We pride ourselves on being hands-on and collaborative. We’re large enough to have impact, but small enough to stay personal. That personal approach—combined with a strong track record of results—is what truly differentiates us.
Q. What has driven Sage’s longevity over nearly three decades?
A. Consistency, relationships, and adaptability. We’ve always focused on delivering results and building long-term partnerships with our clients. At the same time, we’ve evolved—expanding our capabilities.
Our experience and track record have made certain things easier. We’ve built a strong reputation, and much of our business now comes through referrals. The trust we’ve earned over time continues to open doors.
There have been key moments along the way, like expanding into financial services and securing long-term client commitments that transformed how we operate. But through it all, we’ve maintained a culture that feels very personal and supportive.
Q. What excites you most about the future of Sage?
A. I’m excited for Sage to continue to evolve—especially as new technologies like AI continue to become more integrated into our work. There’s a lot of opportunity there, but human beings aren’t going away!
Rachel is carrying forward Sage’s personal, relationship-driven approach while bringing fresh thinking and new energy to the team. She’s shaping what comes next.
Q. What’s your advice for marketers today?
A. Don’t lose your voice or your unique selling proposition. What stands out is your personal brand, and your personality. Use new technologies as a tool, not a replacement. The most effective marketing still comes from understanding people and connecting with them in a meaningful way.
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