benton ingersoll

Co-Founder, Content Director

Despite the fact that he has held lofty-sounding titles such as Executive Creative Director and Chief Creative Officer, Ben has always defaulted to describing himself as a copywriter.  Somehow, he’s never lost the deep sense of pride he experienced the first time someone described him that way.  

Of course, Ben’s experience has taken him far beyond the generation of manuscripts.  He’s led the creative department at two of the world’s top healthcare advertising agencies, CDM New York and Grey Healthcare Group, crafting and guiding the creation of powerful, business-driving work.  His experience spans virtually every category—from global launches for specialty brands such as Gleevec and Sutent to relaunching and refreshing brands like Celebrex and Victoza to DTC work for Bayer Women’s Health and facial aesthetics from Allergan, to name only a few.  

Ben has a unique ability to grasp the essence of a brand challenge and then formulate new ways to solve it.  His work wins awards, but what makes him most proud are the people he’s groomed and grown and guided over the years, many of whom are experiencing great success in their own careers. His leadership style is a mix of confidence and humility.  He believes that there’s always something to teach and something to learn from each person on a team. 

As Content Director at Minds + Assembly, Ben is doing what he loves: working to serve clients by creating authentic bonds between brands and customers. He’s got the partners, the tools, and the freedom to make something great for clients who desire it, every day.

When he’s not obsessing over em dashes, strategy, and content design, Ben can be found in the beautiful state of New Jersey, where he resides with his wife Lisa, 2 of his 3 children, and Lucy, a semi-trained but super-lovable Goldendoodle.


joelle friedland

Co-founder, Client Service Director

Joelle has that ultra-rare combination of business acumen and creative desire. She is unusually passionate about serving clients and helping them realize their potential to make a difference in both business and human terms.

For 13 years prior to co-founding Minds + Assembly, Joelle rose from success to success at CDM New York, culminating with the role of SVP, Client Service Director. Over the years, she’s acquired profound knowledge of customers, markets and selling dynamics across virtually every healthcare environment, consumer and professional.

Strategy, brand creation and a decade of launches spanning multiple therapeutic categories have shaped Joelle’s career. She led the campaign evolution of Zithromax, followed by Pfizer’s Anti-infective Franchise and then Viagra, providing strategic input into the e-prescribing model. For the last several years Joelle has partnered with Novartis leading global and US business in respiratory, cystic fibrosis, and neuropsych. She also took on Bayer Women’s Health, Pfizer’s Regional Customer Marketing platform, and Novo Nordisk’s obesity and diabetes brands. And Joelle was instrumental in bringing Shire’s rare disease business to the agency. 

All this is simply evidence of the extent to which clients are willing to place their trust in Joelle. She routinely honors their confidence with truly insightful strategic thinking and a skill for finding fresh solutions to every type of business challenge. Plus, she’s just a pleasure to have as a partner.

As Client Service Director at Minds + Assembly, Joelle is doing what she loves:  serving clients and working with her teammates to create authentic bonds between brands and customers. She’s got the partners, the tools, and the freedom to make something great for clients who desire it, every day. 

Joelle received her Bachelor of Arts at the University of Wisconsin, Madison. When she’s not building Minds + Assembly, Joelle enjoys being active with her two children, husband, and dog in the little town of Hoboken, New Jersey.


stephen minasvand

co-founder, design director

Stephen is a gregarious gent with a talent for great design, a flair for ingenious solutions, and a passionate love of travel.

For 5 years prior to co-founding Minds + Assembly, Stephen led the Digital Design Group at CDM New York.  There he made it his personal mission to push the boundaries of brand experiences—a quest that found him in ever greater demand by clients and co-workers alike.  He ended his time at CDMNY by guiding the creative work on the largest launch in the history of that agency.

Yet, five minutes with Stephen reveals that he doesn’t measure success by the size of his endeavors.  Rather, he values the joy of commercial invention.  And, he cares deeply about the people around him.  Naturally, these two qualities are attractive to other like-minded talents.  As a leader, Stephen’s approach is simple:  he finds great people and challenges them to join him on the relentless pursuit of “awesomeness”. 

After graduating from NYC’s School of Visual Arts, Stephen moved on to McCann Erickson’s interactive MRM, where he helped create award-winning digital work for a variety of brands, including US Army, Intel, MasterCard, and Microsoft. In 2008, Stephen’s founded De Merrium Interactive, a boutique that continuously evolved with the tech world, leveraging the latest and greatest to build elegant and effortless solutions for clients.  There, he employed beautiful design and smart social media strategy to help clients exceed their business objectives.

As Design Director at Minds + Assembly, Stephen is back to doing what he loves:  finding beautiful ways to create authentic bonds between brands and customers.  He’s got the partners, the tools, and the freedom to make something great for clients who desire it, every day.

When he’s not plying his craft at M+A or exploring far-flung destinations, Stephen can be found astride his Ducati Scrambler somewhere in the Tri-State area.