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

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

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

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

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.

Built a unified brand operating system for Buildings and Power Solutions, and crafted strategic positionings for flagship brands York, Metasys, Varta, and Optima

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

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

Served as strategic lead for the Emerson Network Power spinoff, developing the brand positioning, a new name, and a comprehensive launch plan

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 naming analysis and developed alternatives to the Didi Chuxing brand, supporting international expansion efforts

BANGKOK THAILAND 

Developed a brand strategy to enhance differentiation and increase relevance among high-net-worth audiences

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

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

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

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. 

CHRISTINE FEUELL 

CHRYSLER AND ALFA ROMEO NA CEO,
STELLANTIS

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

CHIEF OPERATING OFFICER,
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.

ADRIENNE SFORZA 

RESEARCHER, MODERATOR,
AND INTERVIEWER

I worked extensively with Andrew when we were both at Interbrand, and he was an excellent strategic partner. 

He excelled at developing positioning recommendations, guiding market research analysis, and defining brand elements and tone. He also found ways to further enhance the branding of a product or service. 

Andrew is smart, sharp, and a very easy guy to get along with and his fantastic instincts made him a great partner. I'm happy I got the chance to work with him and I hope we will again soon.

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.

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.

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.

I worked with Andrew when he was the Director of Strategy at Interbrand and then again when he consulted on a project at Interbrand Singapore. 

In New York, we collaborated on a complex,
end-to-end brand transformation project for a network power organization. As the owner of the client relationship, Andrew was quick  to develop a trusting and collaborative relationship with the client. As a Senior Consultant on the project, he took the same approach with us, his juniors: I found Andrew to be clear and concise with his well-considered feedback and always trusted his suggestions would both improve our work and excite the client. 

Andrew is an exceptional brand strategist, client manager and mentor. I would work with him on any project, across or outside of brand. He has the hard skills to deliver measurable business results, with the great approach and attitude that make him a fantastic colleague.

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. 

STUART GREEN

CEO ASIA-PACIFIC (FORMER), INTERBRAND

You came in for a short stint, but found your feet and stayed 2 years to build a superb strategy team - truly one of the best. 

I have worked with many and though most eventually moved onto even greater things, we all remain firm friends to this day.

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.  

Andrew would be an asset to any team.

JAMES E. LEE 

PRESIDENT, IDENTITY 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. 

Whether you’re looking for traditional branding or the latest digital marketing techniques, Andy can and will deliver the results you need.

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! 

FRANCES HANSON

CONSULTING DIRECTOR, OGILVY

Andrew has a deep bench of experience that makes him adept at consulting on both the right decision for your business and for your team. 

I've learned all the finer points on 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 the 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.

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.

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:

• Hands-on approach in crafting quality deliverable after deliverable
• Effective management of cross-cultural, multidisciplinary teams
• Always moving the brand towards the business goal, with velocity

We have never met, but I know Andrew will add immense value to your team as a consummate brand practitioner and global leader.

Please do get in touch with me if you wish to know more about Andrew, or about his time at Interbrand Singapore.

JEZ FRAMPTON

GLOBAL CEO (FORMER), INTERBRAND

I have had the personal pleasure of working with you many times over the years. From the balmy days in Singapore, to a very frozen day in Detroit with Nissan and many happy hours in between. 

You have always been a great member of our Interbrand family, dedicated to your clients, your colleagues, and to great work. I personally want to thank you for always rising to every challenge we have thrown at you, from Singapore to New York, to Shanghai, to Toronto. Always with a smile, and always a pleasure to share a beer with at the end of a hard day.

STUART GREEN

CEO ASIA-PACIFIC (FORMER), INTERBRAND

You came in for a short stint, but found your feet and stayed 2 years to build a superb strategy team - truly one of the best I have worked with and though most eventually moved onto even greater things, we all remain firm friends to this day.

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.  Andrew would be an asset to any team.