HONG KONG

Created market-aligned brand strategies for AIA Insurance and AIG Wealth Management in high-growth Asian markets 

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

Quickly immersed in the active investment business to develop global positioning platforms for a senior leadership retreat.

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

Comprehensive brand strength assessment to define strategic priorities within a future-focused roadmap, anchored in the 3M’s brand maturity framework.

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

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

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

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 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.

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

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

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

Created a unified brand architecture spanning the healthcare ecosystem, including health insurance, education, food as medicine, and care delivery across practices and hospitals.

BEIJING CHINA

Led brand and portfolio strategy development for information security and tax solutions, supporting growth across China

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

Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand

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

Co-created the brand strategy to shift market perceptions from a commodity paper company to a consumer products leader, strengthening relevance and engagement

Developed structural packaging closure copy and product positioning to differentiate the brand from Snapple and Arizona Iced Tea

Modeled a future-ready brand architecture and portfolio that repositioned Gerber to engage a broader audience—from parents of newborns to up-age segments

SEOUL SOUTH KOREA

Led the development of a brand portfolio and naming strategy to position current products and future pipeline for growth

Supported an innovation sprint by uncovering flavor motivations, identifying opportunities, and developing concepts to drive brand strategy and pipeline growth

HANGZHOU CHINA

Led the development of a brand architecture narrative to enhance the authenticity and credibility of branded product offerings

TAIPEI TAIWAN

Developed a brand strategy for global GPS brand Mio and led the integration of the Navman acquisition

Created a new brand for a consumer-centric, interactive offering anchored in “savings” and designed around three distinct customer segments

Co-created structural packaging concept copy and product positionings for a new beverage brand targeting tweens

HONG KONG

Created market-aligned brand strategies for AIA Insurance and AIG Wealth Management in high-growth Asian markets 

BEIJING CHINA

Led brand and portfolio strategy development for information security and tax solutions, supporting growth across China

KUALA LUMPUR MALAYSIA

Led the development of brand strategy and architecture for Malaysia’s top media company, integrating digital, broadcast, and production business units

SINGAPORE

Led a portfolio transformation, introducing a new flagship brand and tiered architecture for hotels and serviced apartments

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

KUALA LUMPUR MALAYSIA

Created a new brand and strategic direction for CIMB Asset Management’s venture capital and private equity divisions

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.

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.

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.

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 peple 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.