My Ethos
Putting brand and businesses in stronger positions by pushing boundaries with purpose and conviction
How I work… collaborate to shift perspectives and earn leadership buy-in
What I do… uncover insights and craft solutions that drive better outcomes
Tools I use… future-proof through brand and change management platforms
How I work… collaborate to shift perspectives and earn leadership buy-in
Getting it done… blend open thinking, agility, and deep domain knowledge
Tools I use… future-proof through brand and change management platforms
Getting it done… blend open thinking, agility, and deep domain knowledge
What I do… uncover insights and craft solutions that drive better experiences and outcomes
Professional Experience
Continuous learning forged through partnerships with mentors, clients, and colleagues at three world leading firms
Designing measurement frameworks and governance structures that isolate brand priorities and activities
Empowering organizations with the tools, processes, and systems needed to drive consistency, align teams, and deliver measurable business impact
Designing measurement frameworks and governance structures that isolate brand priorities and activities
Harnessing human, cultural, and competitive insights to create lasting relevance and clear differentiation
Aligning brand with business ambitions and total addressable market — broadening the frame of reference to resonate with investors, customers, employees, and partners
Harnessing human, cultural, and competitive insights to create lasting relevance and clear differentiation
Aligning brand with business ambitions and total addressable market — broadening the frame of reference to resonate with investors, customers, employees, and partners
Aligning brand with TAM and business ambitions — broadening the frame of reference to resonate with investors, customers, employees, and partners
Defining clear roles and relationships that will drive growth, enable innovation, and optimize investment
Enabling success in risk-averse environments —marked by rapid AI adoption and market volatility—through precise jobs-to-be-done and stronger flows of brand equity
Defining clear roles and relationships that will drive growth, enable innovation, and optimize investment
Designing measurement frameworks and governance structures that isolate brand priorities and activities
Empowering organizations with the tools, processes, and systems needed to drive consistency, align teams, and deliver measurable business impact
Battle-tested Practitioner
From B2C to complex B2B ecosystems, I draw on deep domain expertise and strong relationships to deliver solutions with speed and precision
Client Work
MARK DWYER
FOUNDER AND PARTNER, OPERATIVE BRAND CONSULTING
Andrew's brain is different. He is able to grasp the nature of a client challenge with seeming ease, no matter how complex or the number of moving parts, and quickly articulate it in simple language that his teams can easily act on. His direction is decisive (he's a New Yorker), his insights are impressive, and he's a really great partner. Not sure how his brain works, but it works.
ELYSE BURACK
HEAD OF MARKETING, CAPSULE
I worked with Andrew on brand strategy at Interbrand in New York. Andrew is an incredible partner. He provides exceptional leadership and perspective. His ability to manage complex projects and foster client relationships was inspiring. Many people throw around the word strategic but that is the precise word that I would use to describe him. He’s also just easy to be around and work with.
Led the development of brand purpose, architecture, and an impairment case to guide the organization’s transition from the Ceridien brand to Dayforce
Select Brand for Project Summary
HONG KONG
Created market-aligned brand strategies for AIA Insurance and AIG Wealth Management in high-growth Asian markets
KUALA LUMPUR MALAYSIA
Created a new brand and strategic direction for CIMB Asset Management’s venture capital and private equity divisions
JAKARTA INDONESIA
Led the development of a brand and migration strategy for Bank NISP aligning with OCBC’s vision for regional expansion
Optimized and aligned the brand portfolio around the Action brand to drive greater global consistency around microfinance partnerships and the Accion brand.
In the aftermath of the financial crisis, created a dual-brand strategy with common brand DNA to align S&P’s Ratings and Information divisions
Contributed to the creation of a unified brand architecture for the Travelers–Citicorp merger and helped shape a decade-long brand migration strategy
Quickly immersed in the active investment business to develop global positioning platforms for a senior leadership retreat.
Defined brand and architecture strategy to clarify DTCC’s role and relevance in the post-financial crisis ecosystem.
BANGKOK THAILAND
Developed a brand strategy to enhance differentiation and increase relevance among high-net-worth audiences
Re-structuctured the brand architecture to evolve the brand portfolio beyond property and casualty into a full-spectrum financial services provider
Created a brand architecture framework aligned with customer life stages and service touchpoints, spanning from student life to retirement living
Developed a brand strategy and communications plan to restore its reputation with shareholders, trustees, employees and regulators.
MANILA PHIILIPPINES
Developed brand, architecture, and experience strategies following the EPCI merger, forming the second-largest bank in the Philippines
Led the development of a brand strategy to position Knight for growth amid increasing demand for discount brokers and a digital institutional trading platforms
Defined the TD Asset Management brand ecosystem and provided integration guidance for the acquisition of an investment boutique
Unified 30+ legal entities and brands through a strategic brand architecture and portfolio optimization to advance a 'one firm' operating model
TOKYO JAPAN
Led the development of a brand strategy, integrated communications plan, and go-to-market roadmap for the Americas
HANOI VIETNAM
Led the creation of a comprehensive brand, experience, and comms strategy to enhance VIB’s regional presence
Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand
Comprehensive brand strength assessment to define strategic priorities within a future-focused roadmap, anchored in the 3M’s brand maturity framework.
Defined a brand portfolio strategy for 20+ brands to elevate priority brands, define a migration path and craft a compelling narrative for the fire and security portfolio
Defined brand purpose and value props across core businesses and built a brand education curriculum to power its continuing learning platform.
Reimagined the architecture to shift the focus from lithium and bromine elements to Albemarle’s impact on shaping the modern world in mobility, communications, energy and health.
Created a global, go-to-market strategy to help Rohm and Haas (acquired by Dow) accelerate a more customer-centric approach through existing and emerging channels
Built a unified brand operating system for Buildings and Power Solutions, and crafted strategic positionings for flagship brands York, Metasys, Varta, and Optima
Defined the corporate brand name, purpose. architecture, and portfolio strategy to succeed BHGE ahead of the GE divestiture
Helped shape a brand strategy and identity to articulate Pentair’s brand role across its portfolio, including Porter-Cable, Delta, Fleck, and Hoffman Engineering
Led the flagship strategy for the Precision Management portfolio, focusing on high-impact brands that enable cross-selling and fuel growth
Led communication planning for Enbridge Consumer Gas during the transition from IPL Energy Inc. to Enbridge.
Designed a brand architecture anchored through continuous innovation in specialty materials showcasing Cabot Labs and supporting organic growth and acquisition branding.
Created a cohesive brand strategy that leveraged strong regional brands to solidify the core franchise and drive growth with national clients
Built a brand portfolio strategy and brand operating system roadmap to unify and empower a complex, decentralized business environment
Co-developed a brand strategy and narrative to reposition a leaner GE portfolio, restoring brand authenticity and competitive distinction
SINGAPORE
Developed a brand strategy, architecture, and communications plan to support the business mission as a total airline solution
Crafted a brand portfolio and positioning strategy to enable an agriscience transition to biological solutions, gene-editing tech and new service model.
Created a unified brand architecture after the AlliedSignal–Honeywell merger and crafted a targeted portfolio strategy for fire and security
Created an acquisition and integration framework to ensure greater TE brand presence and expression while ensuring brand equities are transferred in a timely and effective manner
Partnered with the design team to establish a unified visual and verbal language, enhancing brand consistency and clarity across the Infiniti portfolio
Created a brand purpose and architecture that articulates BRP’s relevance across the changing mobility landscape in urban, aquatic, and rural contexts
Partnered with the Motorshow team to relaunch Datsun, activating its new positioning through a traveling exhibit and targeted pop-up experiences in key emerging markets.
SINGAPORE
Developed a brand strategy and communications plan to better articulate LTA’s impact on local commerce, community, and the environment
Created a global brand, strategic framework, and visual identity to elevate the national furniture industry on the world stage
Reimagined the brand architecture and portfolio to move beyond ‘pushing metal’ and address consumer, business, and government needs.
YOKOHOMA JAPAN
Developed a brand measurement and planning tool to establish brand priorities and activities across local markets
Co-created a new brand name and strategy for a new division of GM to accelerate time to market with preliminary experience guidelines and supporting design
Shape a vision where each brand realizes its highest potential, the portfolio is a force multiplier for enterprise value - setting the pace for innovation and growth
Co-developed a clear, compelling value prop, market concepts, and go-to-market strategy for Hertz 24/7—tailored to distinct, sized consumer segments,
Define RSM’s brand positioning and pyramid to strengthen its foothold in Korea while globally expanding to 500K cars annually with 50% built for export.
Co-created the positioning, built on a promise to always deliver for customers—never turning away an unusual request and finding solutions that meet their needs.
Developed the brand strategy and communications plan targeting HNW and corporate segments to drive engagement and differentiation
Created a new brand —encompassing strategy, name, and visual identity — following AT&T Canada’s transition to independence, to support market expansion.
Developed a unified brand strategy to integrate acquisitions, break down silos, and shift from a sales-driven model to customer-centric partnerships.
KUALA LUMPUR MALAYSIA
Led the development of brand strategy and architecture for Malaysia’s top media company, integrating digital, broadcast, and production business units
SHENZHEN CHINA
Led a brand strength analysis to develop a targeted growth strategy for the Enterprise and Carrier Network divisions
SINGAPORE
Created a brand strategy and co-branding framework for Asia’s leading operator-owned mobile roaming service
Explored and tested a new consumer-facing name for newtop (internally referred to as handtop), a new device category bridging PDAs and laptops
Led the development of a brand strategy and architecture to sharpen Qualcomm’s focus on core businesses and strengthen flagship brands
Transformed brand architecture and portfolio to support a shift from transactional engagements to outcome-based solutions for SMB clients
TAIPEI TAIWAN
Led the development of a brand architecture and nomenclature strategy for Delta’s mobile phone power and components portfolio
Designed a strategic co-branding framework to enable internal teams and functions to identify, evaluate, and express high-value partnerships effectively
Developed a flagship name to stand alongside Symmetrix, CLARiiON, and Centera, supporting a cross-functional router platform to reinforce EMC’s category leadership
Served as strategic lead for the Emerson Network Power spinoff, developing the brand positioning, a new name, and a comprehensive launch plan
BEIJING CHINA
Led brand and portfolio strategy development for information security and tax solutions, supporting growth across China
Conducted the first brand equity study to fuel growth by deepening audience understanding, anticipating market trends, and aligning around a play-to-win mindset
Assessed how Dept of Defense and Civilian purchasing teams evaluate and respond to innovation — interest, cautious consideration, or dismissal
Built a brand architecture for the Facebook Marketing Partners to simplify how SMB customers access martech, creative, and e-commerce services.
Led brand repositioning during a period of accelerated crisis and restructured the brand architecture to help ChoicePoint restore key relationships and expand into new markets
Co-designed a future-focused brand ecosystem that enhanced B2B capabilities and created a framework to transfer and scale brand equity across future acquisitions
Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand
Co-created a brand portfolio strategy built around the TurboTax flagship, positioning Intuit as a complete, year-round financial management experience
Developed a high-level nomenclature system to clearly distinguish the Audit business from Advisory/ERP services, creating greater clarity and separation
Led a rebranding effort transitioning Victim Services to a new brand Safe Horizon, empowering victims of domestic violence and sexual abuse.
BEIJING CHINA
Led naming analysis and developed alternatives to the Didi Chuxing brand, supporting international expansion efforts
Established a brand strategy and architecture to articulate UL’s role in safety, control brand proliferation, and protect brand equity
Created a new brand to evolve HIMA from a manufacturing image to a forward-looking brand representing innovators that empower patients and enhance quality of life
Created a unified brand architecture spanning the healthcare ecosystem, including health insurance, education, food as medicine, and care delivery across practices and hospitals.
Created a brand platform and naming strategy — delivering two new brand names — for a pioneering consumer diabetes diagnostic system.
Crafted a brand portfolio strategy anchored in the care cycle to deliver integrated wellness experiences across the digital and physical ecosystem
Developed a positioning, strategic umbrella name and nomenclature system to unify current eye drop products and accommodate future innovations
Created a talent-acquisition focused communications platform that introduced Johnson & Johnson’s new brand purpose and positioning to the market
Revitalized a legacy nursing college brand to build authentic relevance, scale nationally, and strengthen competitiveness against Tier 1 institutions
DALIAN CHINA
Created a brand and portfolio strategy covering automotive offerings, health diagnostic equipment, and data platforms
Aligned leadership on an umbrella brand strategy and architecture for the health ecosystem, unifying academic, research, and care disciplines
Partnered with the brand innovation team to shape strategy concepts for the next-generation tampon, aligning consumer insights with product innovation.
Developed an imaging brand strategy and nomenclature system that simplified offerings, enhanced customer-centricity, and reinforced GE’s heritage of innovation
Co-created a merchandising strategy that created greater consistency, increased shelf visibility and improved brand presence across oral care aisles.
Crafted a brand experience and consistency strategy to safeguard and scale the Caesars brand, while deepening its connection with the design target
SINGAPORE
Led a portfolio transformation, introducing a new flagship brand and tiered architecture for hotels and serviced apartments
Built a brand architecture strategy aligned with guest needs to extend portfolio reach and accelerate growth objectives
Crafted a portfolio strategy to strengthen leisure positioning and sharpen brand differentiation between Grand Hyatt and Hyatt Regency
Created a new hotel brand for Far East Organization embodying the essence of Asian hospitality and appealing to guests seeking both urban convenience and wellness
Developed brand architecture models that amplified the brand purpose, streamlined ancillary offerings, and enhanced clarity and cohesion across the portfolio
Developed industry benchmarks and brand strategies for two prospective regional sports network acquisitions
Led the development of a brand architecture that established clear, differentiated roles across Golf Channel, e-commerce travel platforms and GolfNow.
Developed a brand strategy and architecture to position the PGA as a key catalyst in the golf ecosystem, powered by its golf and business professionals
Created an iconic brand strategy that harnessed the contrast between golf’s disciplined tradition and the high-stakes drama of competition
Defined the USGA’s role in the golf ecosystem and created an integrated brand strategy and architecture for the USGA and its flagship property, the U.S. Open
Provided guidance on identifying the most effective brand license partner for William Hill to expand into US sports betting markets.
Identified and modeled the optimal brand partnership strategy for William Hill’s new U.S. sportsbook offering
Co-created the brand strategy to shift market perceptions from a commodity paper company to a consumer products leader, strengthening relevance and engagement
Modeled a future-ready brand architecture and portfolio that repositioned Gerber to engage a broader audience—from parents of newborns to up-age segments
Supported an innovation sprint by uncovering flavor motivations, identifying opportunities, and developing concepts to drive brand strategy and pipeline growth
GUANGDONG CHINA
Co-designed and facilitated a brand strategy sprint for Toshiba Home Appliances in collaboration with China and Japan based teams.
TAIPEI TAIWAN
Developed a brand strategy for global GPS brand Mio and led the integration of the Navman acquisition
Co-created structural packaging concept copy and product positionings for a new beverage brand targeting tweens
Global Experience
Experiences from living and working across four continents has made me appreciate common threads and respect the distinct ways business is conducted, decisions made, and relationships built
Select Brand for Project Summary
Developed structural packaging closure copy and product positioning to differentiate the brand from Snapple and Arizona Iced Tea
Developed a product name for a new chilled dessert cup positioned as a dairy-based snack offering permissible indulgence targeting the US and Europe
HANGZHOU CHINA
Led the development of a brand architecture narrative to enhance the authenticity and credibility of branded product offerings
Created a new brand for a consumer-centric, interactive offering anchored in “savings” and designed around three distinct customer segments
GURGAON INDIA
Led the creation of a new brand name and positioning strategy for a forthcoming mobile spectrum license launch across India
HONG KONG
Created market-aligned brand strategies for AIA Insurance and AIG Wealth Management in high-growth Asian markets
TAIPEI TAIWAN
Led the development of a brand architecture and nomenclature strategy for Delta’s mobile phone power and components portfolio
GUANGDONG CHINA
Co-designed and facilitated a brand strategy sprint for Toshiba Home Appliances in collaboration with China and Japan based teams.
JAKARTA INDONESIA
Led the development of a brand and migration strategy for Bank NISP aligning with OCBC’s vision for regional expansion
BEIJING CHINA
Led brand and portfolio strategy development for information security and tax solutions, supporting growth across China
BEIJING CHINA
Led naming analysis and developed alternatives to the Didi Chuxing brand, supporting international expansion efforts
SEOUL SOUTH KOREA
Led the development of a brand portfolio and naming strategy to position current products and future pipeline for growth
BANGKOK THAILAND
Developed a brand strategy to enhance differentiation and increase relevance among high-net-worth audiences
TAIPEI TAIWAN
Developed a global brand strategy for global GPS brand Mio and led the integration of the Navman acquisition
KUALA LUMPUR MALAYSIA
Led the development of brand strategy and architecture for Malaysia’s top media company, integrating digital, broadcast, and production business units
Crafted a global-facing name and brand strategy to elevate Singapore’s apparel industry on the international stage.
TOKYO JAPAN
Led the development of a brand strategy, integrated communications plan, and go-to-market roadmap for the Americas
Created a global brand, strategic framework, and visual identity to elevate the national furniture industry on the world stage
SINGAPORE
Led a portfolio transformation, introducing a new flagship brand and tiered architecture for hotels and serviced apartments
SINGAPORE
Developed a brand strategy, architecture, and communications plan to support the business mission as a total airline solution
MANILA PHIILIPPINES
Developed brand, architecture, and experience strategies following the EPCI merger, forming the second-largest bank in the Philippines
DALIAN CHINA
Created a brand and portfolio strategy covering automotive offerings, health diagnostic equipment, and data platforms
SINGAPORE
Created a brand strategy and co-branding framework for Asia’s leading operator-owned mobile roaming service
SHENZHEN CHINA
Led a brand strength analysis to develop a targeted growth strategy for the Enterprise and Carrier Network divisions
YOKOHOMA JAPAN
Developed a brand measurement and planning tool to establish brand priorities and activities across local markets
HANGZHOU CHINA
Led the development of a brand architecture narrative to enhance the authenticity and credibility of branded product offerings
KUALA LUMPUR MALAYSIA
Created a new brand and strategic direction for CIMB Asset Management’s venture capital and private equity divisions
SINGAPORE
Developed a brand strategy and communications plan to better articulate LTA’s impact on local commerce, community, and the environment
SEOUL SOUTH KOREA
Led the development of a brand portfolio and naming strategy to position current products and future pipeline for growth
HANOI VIETNAM
Led the creation of a comprehensive brand, experience, and communications strategy to enhance VIB’s regional presence
Core Skills
Guided by curiosity and grounded in discipline, I’ve continuously expanded my expertise through hands-on experience—laying the foundation for a purpose-driven journey of growth, impact, and possibility
Qualitative and quantitative fact-base
• Understand, size and prioritize audiences
• Identify the core target and human truth
• Articulate the problem statement
• Isolate competitive white spaces
• Frame the opportunity
Build Platforms
Leadership + organizational alignment
Activate Strategies
A living, breathing brand experience
Measure Impact
Priorities powered by diverse inputs
References
Don’t take my word for it, take theirs
CHRIS FEUELL
CEO CHRYSLER, RAM AND ALFA ROMEO
I engaged Interbrand for a brand strategy engagement at Johnson Controls, Power Solutions and Andrew Martschenko was the Brand Strategy leader for the project - which turned into a multi-year engagement due to Andrew's strong strategic capabilities and partnership across the global business.
During the more than 4 years in which we worked with Andrew, we successfully created a brand architecture and definition model for the business and individual product brands. Throughout the process, Andrew thoughtfully challenged our conventional thinking to achieve a better strategic and business outcome. We also initiated and sustained a brand measurement system, which informed our marketing and product strategies.
Andrew also helped to design and facilitate an operating system to drive data and insight-driven performance and accountability.
BILL DAVIDSON
COO AMIONX
I had the great pleasure of engaging with Andrew at two separate companies while he was at Interbrand. His work with me at Qualcomm made it a no-brainer to seek him out again when I was with GlobalFoundries.
Andrew is well-versed in brand and all aspects of marketing. He is zero fluff and all substance - rare with marketing consultants. I had no hesitation in having him brief the executive staff, and he is comfortable and highly effective in that setting.
He speaks with a confidence that projects his deep knowledge - not arrogance. He is highly efficient and persuasive. Andrew is someone I'd work with or hire in a heartbeat.
RAY LI
CEO, SENE
Andrew has incredible and diverse experience in brand building. Having personally worked under him on global projects, I’ve been impressed both by his leadership and his care for his team. It is rare to encounter leaders who don’t BS - Andrew is a straight shooter which makes him refreshing for both clients, colleagues and the people he manages.
When you are facing a tough strategic challenge, Andrew is person you'd want at the table. He combines a deep understanding of business and brand strategy with straight talk and solid advice. I benefited from his deep sector expertise – manufacturing, tech and Asian markets
ROB MANNE
REVENUE OPS, BRITEBIRCH
Andrew is good at brand localization and helps global brands understand the market/culture differences and conflicts between Asia and America. He can sharply capture opportunities and translate them into brand strategy. I learned a lot when working with him!
CECILIA (QI) WANG
BRAND DIRECTOR, TENCENT
Andrew is an incredible partner. He provides exceptional leadership and perspective. His ability to manage complex projects and foster client relationships was inspiring. Many people throw around the word strategic but that is the precise word that I would use to describe him.
ELYSE BURACK
HEAD OF MARKETING, CAPSULE
Andrew is incredibly insightful and experienced in understanding complex branding questions and providing clear and actionable plans that clients appreciate. I have been lucky enough to work with Andrew many times and its always a learning experience that is a lot of fun in the process.
LUCY FIELDING
VP GLOBAL BRAND, MASTERCARD
Andrew is able to grasp the nature of a client challenge with seeming ease, no matter how complex or the number of moving parts, and quickly articulate it in simple language that his teams can easily act on. His direction is decisive , his insights are impressive, and he's a really great partner.
MARK DWYER
FOUNDER, OPERATIVE BRAND
Andrew has a deep bench of experience on both the right decision for your business and for your team. Andrew understands there's more to making a decision on brand architecture than the business implications; he has the experience needed to help a team arrive at a consensus that will drive growth.
FRANCES HANSON
CONSULTING DIRECTOR, OGILVY
We collaborated on a complex,
end-to-end brand transformation project. Andrew was quick
to develop a trusting and collaborative relationship with the client. He took the same approach with us, his juniors: I found Andrew to be clear and concise with well-considered feedback.
SAMANTHA HAYDEN
DEP DIRECTOR, MCKINSEY & CO
Andrew's years of multidisciplinary global experience working with clients of all sizes, cultures, categories, and personalities gives him the ability to diagnose, prescribe, and implement brand solutions no matter the scenario, without ego. A straight shooter - you'll learn from and enjoy working with.
JOSHUA INGRAM
FOUNDER, MOST WANTED CO.
When I look for a brand/marketing partner, I want someone with the intellectual horsepower to understand my business, the imagination to be unique when needed/tried and true when appropriate, and savvy to understand what actions generate results. That’s Andy.
JAMES E. LEE
PRESIDENT, ID THEFT RESOURCE
Andrew's enthusiasm for his work is top notch, but even more so, his ability to understand the human element is a trait I consider a unique quality in his field. He approaches projects with a static work ethic and keeps people involved in productive and comforting ways.
SCOTTIE LOPATIN
SPECIAL PROJECTS, APPLE
I worked under Andrew. Andrew was the project’s strategic lead and I witnessed and learned from his:
NITIN DAS RAI
DIRECTOR, YONDER CONSULTING
Andrew is a highly-experienced brand strategist who specializes in complex assignments for senior leaders. He has a strong ability to connect brand to business results, and is able to serve as both strategist and brand evangelist. His attitude is unfailingly positive as his approach is rigorous.
WILL TAYLOR
STRATEGIC BRAND, AMAZON
FRANCES HANSON
CONSULTING DIRECTOR, OGILVY
Andrew has a deep bench of experience that makes adept at consulting on both the right decision for your business and team. I've learned how a clear role for brands in a portfolio can put corporate strategies into motion. Andrew also understands that there's more to making a decision on brand architecture than business implications; he has the experience needed to help a team arrive at a consensus that will drive growth without dismissing considerations that won't show up in the data.
LUCY FIELDING
VP GLOBAL BRAND, MASTERCARD
Andrew is incredibly insightful and experienced in understanding complex branding questions and providing clear and actionable plans that clients appreciate. I have been lucky enough to work with Andrew many times and its always a learning experience that is a lot of fun in the process.
JOSHUA INGRAM
FOUNDER, MOST WANTED CO.
Andrew brings together a wealth of deep brand knowledge and a keen ability to craft solutions that reduce complexity and actually work. Andrew's years of multidisciplinary global experience working with clients of all sizes, cultures, categories, and personalities gives him the ability to diagnose, prescribe, and implement brand solutions no matter the scenario, without ego. A brilliant straight shooter - the kind you'll learn from and enjoy working with at the same time.
SAMANTHA HAYDEN
DEPUTY DIRECTOR, MCKINSEY & CO.
We collaborated on a complex,
end-to-end brand transformation project. Andrew was quick
to develop a trusting and collaborative relationship with the client. He took the same approach with us, his juniors: I found Andrew to be clear and concise with well-considered feedback and always trusted his suggestions would both improve our work and excite the client.
In addition to his client relationship and management abilities, he is also an incredible mentor.
SCOTTIE LOPATIN
SPECIAL PROJECTS, APPLE
I had the pleasure to work with Andrew on several occasions at Lippincott Mercer.
Andrew's enthusiasm for his work is top notch, but even more so, his ability to understand the human element is a trait I consider a unique quality in his field. He approaches projects with a static work ethic and keeps people involved in productive and comforting ways.
WILL TAYLOR
STRATEGIC BRAND, AMAZON
Andrew is a highly-experienced brand strategist who specializes in complex assignments for senior leaders. He has a strong ability to connect brand to business results, and is able to serve as both strategist and brand evangelist.
We worked together at Interbrand, for a challenging international client on a tricky assignment, and his attitude is unfailingly positive as his approach is rigorous. He also shares and educates those he works with.
CECILIA (QI) WANG
BRAND DIRECTOR, TENCENT
Andrew was very helpful as a supervisor and a coach! He’s good at brand localization and helps global brands understand the market/culture differences and conflicts between Asia and America. He can sharply capture opportunities and translate them into brand strategy.
I learned a lot from Andrew when working with him!
ROB MANNE
REVENUE OPERATIONS CONSULTANT, BRITEBIRCH COLLECTIVE
When you are facing a tough strategic challenge, Andrew is person you'd want at the table. He combines a deep understanding of business and brand strategy with straight talk and solid advice. I had the pleasure of working with Andrew on several projects. I benefited from his deep sector expertise – particularly manufacturing, tech and Asian markets – and appreciated how he tackled complex brand and marketing problems. Andrew wasn’t afraid to roll up his sleeves to get the job done, and he also made it fun.
JAMES E. LEE
PRESIDENT, ID THEFT RESOURCE CENTER
When I look for a brand/marketing partner, I want someone with the intellectual horsepower to understand my business, the imagination to be unique when needed/tried and true when appropriate, and savvy to understand what actions generate results. That’s Andy.
Whip smart, world-wise, a great sense of humor, and an all-around good person makes working with Andy the kind of experience you want to do again and again.
NITIN DAS RAI
PARTNER, YONDER CONSULTING
Through 2018, I worked under Andrew on a global positioning project. Andrew was the project’s strategic lead, and as his direct understudy, I witnessed and learned from his: