“Multimedia Veteran and Corporate Journalism Pioneer”

As Franco’s Integrated Media Consultant, Ed Garsten leverages his more than four decades of experience in all aspects of communications on media outreach strategies, social media tactics, writing development and video production skills.

Prior to joining Franco in 2018, Ed enjoyed a long career that started in 1973, spinning records at Central New York State and Tucson, Ariz. radio stations before moving to television news in 1979 as a reporter, anchor and newscast producer at Tucson ABC affiliate KGUN. He was hired in 1981 as one of 10 producers to launch CNN2, now known as HLN, quickly moving up the ladder over his 20 years with the company to supervising producer at CNN, southeast bureau correspondent, anchor and Detroit bureau chief and correspondent.

Following the closure of the CNN Detroit bureau in 2001, Ed joined the Associated Press as national automotive writer. He was recruited a year later by The Detroit News as General Motors beat writer, then tapped by DaimlerChrysler, now Fiat Chrysler Automobiles, to launch its first blog and ultimately establish its digital communications team that pioneered the concept of “corporate journalism.” Chrysler was one of the first automakers to webcast live its auto show product reveals.

Ed retired from FCA in July 2016. He’s now semi-retired, and in addition to his work with Franco, is a senior contributor covering autos for Forbes.com.

He cut his teeth in broadcasting as a radio and television major at the State University of New York at Oswego where he was program director at campus station WOCR, working with other budding broadcasters, including Al Roker. Ed decided to get serious about pursuing a career in news by earning his master’s in journalism at the University of Arizona.

Ed’s all about pushing forward, never relying on the same old ways of doing things and looking for innovative and effective methods and tactics. For him, the word “can’t” doesn’t exist. His passions are playing ice hockey, skiing, kayaking, playing the guitar and drums, and of course, his wife, son and daughter.

“Tenacious Trailblazer”

Emily Hebert is an integrated communications supervisor at Franco, specializing in project management, strategic planning, event planning and media relations. She is a diligent project manager, reliably executing high-quality work for her clients in the municipality, education, nonprofit, B2B and association sectors. While her work often changes from one day to the next, one common thread ties everything together: her passion for sharing the stories of organizations making their mark on the world.

Emily believes one of the most rewarding parts of her role is contributing to the growth and development of the agency itself. Throughout her time at Franco, Emily has played critical roles on Franco’s new business and marketing teams. She’s contributed to new strategies and tools to advance the agency’s business development and marketing initiatives and highlighted Franco as an innovator in integrated communications.

A steadfast advocate of Franco’s “Opportunity” core value, Emily has wasted no time honing her skills and actively seeking out new challenges throughout her time at Franco. She joined the Franco team as an intern in early 2020. The tenacious and positive energy she brings to every team and project helped her quickly progress from an intern to a senior-level role.

As a life-long Detroit lover, Emily graduated from Wayne State University with a Bachelor of Arts in public relations. She’s now continuing her Detroit journey, residing in Midtown with her dog, Mocha.

“Wordsmith. Doer. Advocate.”

Tracy Wolf has a passion for storytelling, which she uses to make an impact for her clients and the people they serve. As an integrated communications manager, Tracy develops and executes integrated communications strategies for Franco’s nonprofit and consumer clients.

Her motivation to get out of bed in the morning is simple: she wants a challenge. Clients rely on Tracy’s counsel, particularly when storytelling and fundraising. She brings program management, media relations, social media and content development expertise to her clients’ programs.

Since joining Franco in 2018, Tracy has helped the agency earn recognition for award-winning work, including the IABC Heritage Region Silver Quill Awards, PRSA Diamond Awards and a very special PR Daily Agency of the Year Award.

Tracy believes in Franco’s core value of Courageous Truth and carries that torch with her wherever she goes. She believes integrity is crucial, and while it’s not always easy to speak up, when we do, we show our true selves – both in our professional and personal lives.

Tracy serves as a board member for the Society of Professional Journalists (SPJ) Detroit chapter. A proud alumna of Wayne State University, she earned her Bachelor of Arts in public relations with a minor in new media.

She resides in Livonia with her husband and two cats, Frankie and Milo.

“Digital Marketing Maven”

As director of digital & AI, Lexi Trimpe empowers the Franco team to create and manage data-driven, digital programs that “move the needle” in tangible ways.

Lexi works with a variety of Franco’s B2B, automotive and SaaS clients, with vast experience spanning from social media strategy and email marketing to content creation for engineering and automotive retail audiences. As Franco’s digital team lead, Lexi helps drive innovation and excellence across the agency including spearheading Franco’s AI adoption task force.

Before joining Franco in 2018, Lexi worked as web editor for Hour Detroit, with bylines appearing in Dbusiness, Model D Media, Eater Detroit, Thrillist, Roads & Kingdoms and more.

A writer at heart, Lexi is always searching for the best way to tell a story — and the best platform to share it on. As a self-professed “professional nerd,” Lexi playfully attributes her lifelong love of the Internet to her parents buying her a Gateway computer in elementary school. With an early knack for HTML and a forever passion for hearing and telling stories, her digital marketing career is more than two decades in the making.

When not behind her laptop or camera lens, you can find Lexi in her garden or crafting alongside her husband, Rob, and their four-legged kids, Rocko and Gooby. Lexi holds a Bachelor of the Arts in journalism from Wayne State University.

“Chaos Coordinator With an Eye for Detail and Design”

As Franco’s director of operations & service excellence, Erica Swoish works with the agency’s teams to enhance work quality and efficiency while ensuring delivery of exceptional client service. She is responsible for optimizing the agency’s operational policies and procedures, as well as supporting human resources and new business development.

Since joining Franco in 2013, Erica has led various accounts in the nonprofit, education, professional service and B2B sectors. She specializes in strategic planning, program management, content development and event planning.

While not “officially” part of her job description, Erica uses her keen eye for graphics and precision to ensure every piece of content developed by her teams is expertly designed. She is known for taking new challenges head-on and using her creativity and persistence to introduce and explore new communication practices.

Prior to joining Franco, Erica honed her expertise in communications, marketing and public affairs through internships with Ally Financial, Dow Chemical and Tanner Friedman, merging her passion for art and technology. She also held an executive board position with Michigan State’s Public Relations Student Society of America and its student-run public relations agency, Hubbell Connections.

Committed to shaping the next generation of communicators, Erica previously served as the student relations and program chair for the International Association of Business Communicators (IABC) Detroit Chapter. She frequently speaks with university student organizations and has mentored students through Michigan State’s PRSSA.

Erica resides in Pittsfield with her husband, Tyler, daughter, Eliana, and dog, Mason. Weekday mornings you’ll find her with a cup of coffee in hand, a notebook and pen at the ready and listening to her favorite tunes to get energized for the day. When asked what she’s most thankful for, she’ll quickly tell you it’s the unwavering support from her team, who have become her closest friends.

Erica earned a Bachelor of Arts in communication with a specialization in public relations from Michigan State University.

“The Social Storyteller”

As an integrated communications manager – digital at Franco, Catherine is responsible for developing digital content strategies that support each client’s specific goals and brand voice. She works closely with clients in a variety of industries to craft share-worthy digital content that drives action beyond a user’s social timeline. She feels she was destined for agency life and thrives on new relationships created and results generated every day.

Working in the digital field since 2018, Catherine started her career at a metro Detroit agency where she served as an account executive. Her love for integrated communications campaigns started during her time at Central Michigan University, where she earned a Bachelor of Arts degree in integrative public relations.

Catherine continues to build her skillset through various digital certifications and programs.

If you are looking for the way to Catherine’s heart, share a picture of your pet with her or send along the best TikTok you’ve seen that day. She’ll return the favor by updating you on the latest adventures of JJ, the deaf, senior cat she adopted in 2020.

“Reliability Champion”

As vice president of mobility, Dan Horn oversees the agency’s strategy and work in the automotive and mobility industry. He focuses on providing strategic counsel and program management for Franco’s B2B clients, mainly in the automotive, technology and manufacturing industries. He advises clients using Courageous Truth – his favorite Franco core value – as his guiding principle. His recommendations for integrated approaches, strategies and tactics to effectively communicate to a client’s audiences never just check the box. Rather, they rely on proven strategies and recommendations for the channels and messages that will have a real impact on his clients’ goals.

Dan loves the storytelling aspect of communications. He has spent years honing his storytelling skills since starting his career in radio with Clear Channel Radio (now iHeart Radio). Years later, he still loves traditional radio, with NPR as his go-to news source.

With Franco, he leans on his radio experience as a co-host of the frankly… podcast and continues to enjoy the challenge of telling clients’ stories in an engaging way.

Outside of Franco, Dan has a passion for music and restoring classic Volkswagens – everything from old Beetles and buses to VW-powered dune buggies – and collecting guitars. One of his favorite Franco memories is playing a Detroit-made Wallace Guitar on stage at the Grand Prixmier charity auction for the Belle Isle Conservancy. When he’s not restoring cars and playing music, you can find him spending time with his girlfriend, Dana, and two cats, Cat Dana and Mopsy.

Dan holds a Bachelor of Science in advertising and public relations from Grand Valley State University. He is also a member of the Automotive Press Association and a graduate of the Detroit Regional Chamber’s Leadership Detroit Class 44.

“Data Warrior”

As senior director of digital services, Joe Ferlito leads the agency’s evolution of digital programming with a keen eye toward our clients’ evolving needs. He is also responsible for managing integrated communications programs for a variety of B2B and B2C accounts.

One of Franco’s top advocates for data-driven communications, Joe’s work is guided by organization, analytics, reliability and Franco’s core value of Forward Motion. He is certified in Google Analytics, email marketing and the PESO Model, so next time you talk with Joe, ask him about the importance of integration, data and measurement for your communications efforts.

Since joining the agency in 2008, Joe has supported clients across the communications spectrum, from event planning for Tier 1 automotive suppliers and consumer brand grand openings to guiding clients’ strategic communications as they navigate complex mergers and acquisitions. Joe’s favorite question to ask is, “Are you doing it this way because it’s how you’ve always done it, or because it’s the best approach to meet your goals?”

Outside of work, Joe is a golfer and an avid outdoorsman with a passion for hunting and fishing. When he’s not on the course or lost in nature, you can find him traveling and spending time with his wife, Nicole, and their two children.

Joe holds a Bachelor of Science in advertising and public relations from Grand Valley State University. He is also a member of the Detroit Economic Club’s Young Leaders.

“Jill of All Trades & Franco’s Rock”

Lori Cook joined the Franco team more than a decade ago and immediately became the glue that holds everyone together. As the company’s office manager, Lori handles bookkeeping, human resources, IT, and most importantly, feeding the staff snacks! Beyond her typical role, Lori steps in as Franco’s mom, dispensing an abundance of advice and hugs.

Her calming influence and problem-solving skills keep the Franco ship moving. Not only because she was an important part of remodeling the office, but Lori is also the go-to resource for knowing where everything is off the top of her head.

Prior to joining Franco, Lori owned and operated a bookkeeping business for retail, service and nonprofit clients.

When she isn’t tending to her Franco family, Lori is spending time with her husband, Alan, her children, Michelle, Craig and Kyle, and grandchildren, Henry and Emmie. Lori enjoys time up north at her cottage driving her Kawaski Teryx UTV and the pontoon boat in the summer, snowmobiling in the winter and relaxing with a craft beer any time of the year.