About de Novo

This is the only time that it’s all about us.

At de Novo, your goals become our goal so the focus always remains on you and how we can help you grow your business.

Since we’ve got the floor, here’s what you need to know about de Novo: we take a different approach to bring companies, brands, products and services to the market. Our approach blends years of experience in branding, marketing and communications with today’s tools and technology. Every project we undertake is different—just like our clients.

We are a full-service marketing agency that starts by creating or revamping your marketing strategy, deploying custom creative solutions that help reach your target audience and then actively analyzing the results to continually improve. We call it our Collective Creative. From video production to design to web development to digital to data to research, we can do it all.

Founded in 2007 by Heather Friedman, de Novo grew with the addition of Jen Neumann as partner in 2008. These two crazy intrepid women built de Novo from “two chicks working in a closet-sized office” to one of the most successful, thriving and respected marketing firms in the region. Heather retired from de Novo in 2019, and Jen Neumann now serves as owner and CEO of the firm. In reality though, it’s the Collective Creative that makes the marketing magic happen.
 As a team we never stop learning and we are endlessly curious. And we’re a helluva lot of fun to work with. 

Our Collective Creative

Our Collective Creative uses all of our creativity and allows us to build off each other. We combine that with our collective expertise to shape it into an effective strategy, message, brand, video, website or campaign.

But it’s not about us—it’s about you. Whether you work with us to build a new website, brand your company, produce videos for social media and/or television or bring your marketing up-to-the-millennium with digital advertising, we will always work to meet your goals.

We’re here to make you look good.

Our Timeline

de Novo Asterisk

Want to know more about our journey as an agency? We’ve been around since 2007, we’ve grown like crazy and we’re still cranking out the creative. Here's our timeline:


de Novo Alternative Marketing LLC is incorporated in Cedar Rapids, IA by Heather Smith Friedman and opens an office at the Armstrong Centre in Cedar Rapids. It is the size of a very nice closet.

February 2008

Jen Neumann joins de Novo as a partner. Things start getting weird.

April 1, 2008

de Novo moves into a refurbished space in the Iowa Theatre Building. (Bonus points if you know how many coats of paint it took to paint the walls red.)

June 13, 2008

de Novo officially evacuates its office as the Cedar River crests at 31’ during the historic flood of 2008.

September 2008

All employees are displaced by the flood and Jen accidentally sets fire to Heather’s dining room table during a staff meeting. There may have been wine involved.


de Novo moves into its new digs in the Guaranty Bank building in downtown Cedar Rapids.


de Novo begins to grow rapidly, with employees specializing in video, web and design joining the team.

May 2012

de Novo officially outgrows its space and moves to its current location in the Cherry Building in the NewBo District of Cedar Rapids. Heather says “We’ll never outgrow this space!”


de Novo is designated as one of the Corridor Business Journal’s “Coolest Places to Work.”


de Novo is AGAIN designated as a “Coolest Place to Work” company.


de Novo expands to the second floor of the Cherry Building and builds studio and audio suites, as well as more office space and a conference room.


de Novo is temporarily displaced by another flood. #neverthelesswepersisted


de Novo is named #14 on the list of the Corridor Business Journal’s Fastest Growing Companies.


de Novo is named Corridor’s Best PR & Advertising Firm.


de Novo earns yet another “Coolest Places to Work” designation.


de Novo acquires Annex Analytics


de Novo earns another “Coolest Places to Work” designation

December 2019

de Novo acquires WDG Communications #wekeeprolling

March 2020

Coronavirus pandemic sends de Novo staff home to work remotely. Good thing this isn’t our first rodeo.

June 2020

de Novo named to the Fastest Growing Companies list AND Best PR & Advertising Agency. Again. We’d like to thank the Academy…

And the beat goes on. #cantstop #wontstop