Our Story

Everyone has a story, here is mine. First and foremost, we are horse people...
Why is this important?  We believe that to be good at what you do you have to truly love what you do. We do! I say we because, I am always collaborating with a group of talented, hardworking people who work on various SET projects.

We also believe that in marketing, you have to have a clear understanding of who your potential client is.  We do! Why? Because we have been immersed in the horse world since our childhoods. That familiarity with the horse and the horse person has helped us understand what horse people want and how to immerse your brand or product in their world. 

As lifelong entrepreneurs, we also understand change and adaptation and growth! We understand, the challenges facing founders of brands.

SET grew out an evolution of my first agency Somerset SportArt. Somerset SportArt was named for Somerset County in Central New Jersey. In 1987, I formed the agency with my late husband Gary J. Benson, a noted editorial and corporate photographer.  Together we marketed his equestrian images for advertising and editorial use to major corporations and publications. In the beginning our major client who we worked with for over 22 years was Beval Saddlery. We grew the brand 20 times over and we were an integral part of the brand both on the retail and wholesale levels. Along the way we worked with many brands including MSD Agvet, (launch of Eqvalan), Pfizer, The National Horse Show, The Gladstone Driving Event, The Essex Horse Trials, SPUR Magazine, Practical Horseman and a slew of others! Eventually we produced a book on horse sports: