Mint Advertising, a Clinton-based marketing agency founded in 2002 by Eric Schoenfeld and Al Navarro, has launched a video series intended to highlight the people, processes and histories behind New Jersey’s industrial and business landscape.
The series, titled “What’s Going On In There?,” is being produced in partnership with ROI-NJ and is designed to take viewers inside companies and facilities across the state.
Schoenfeld and Navarro, both veterans of New York advertising who worked at large global agencies, said they launched Mint to combine high-level creative and strategic work with a more direct, accessible approach for clients. Schoenfeld previously worked at agencies including Rapp Collins and Wunderman, where he managed national accounts and large budgets and took a hands-on interest in how client businesses operate.
Over two decades, Mint has positioned itself between large agencies and smaller boutique firms, working with national brands including Domino’s and Applebee’s, while also serving a broad mix of New Jersey companies, from home renovation businesses to credit unions.
As video became a bigger part of marketing, Mint expanded its in-house capabilities. In 2024, the agency added television producer and director Tim Disbrow to its team.
“Marketing is most effective when it is grounded in a real understanding of how a business operates,” Schoenfeld said. He said Mint teams routinely spend time inside client facilities — including warehouses, manufacturing floors and offices — to learn how companies function and how some grew into multimillion-dollar enterprises.
That behind-the-scenes access helped shape the concept for the series, which Mint said is focused on surfacing stories that can be among a company’s most valuable assets.
Mint partnered with ROI-NJ on the project to bring those business stories to a wider audience.
“At ROI-NJ, we’re always looking to work with organizations that share our commitment to telling meaningful New Jersey business stories,” said Tom Hughes, publisher and CEO of ROI-NJ.
“Mint understands that some of the most compelling narratives are happening behind the scenes, inside facilities, on production floors, and within companies that are shaping the state’s economy every day. What’s Going On In There? reflects that same curiosity and respect for the work being done across New Jersey, and we’re excited to help bring those stories to a wider audience.”
Episode 1
Episode 2
What’s Going On in There? Episode 2: Architectural Iron Designs, Inc. (AIDI)
