What we do

Everything depends on being chosen. Money, profit, subscriptions, likes, shares, referrals: the KPIs we chase are the results of people deciding on your brand over the others. Understanding why people choose tells us how to become the superior choice and achieve business growth.

But each day, new competitors, technologies, and trends are making that choice more complex. Categories are growing crowded with too-similar options, pushing all but the loudest and the richest brands out of sight. And so brands are forced to spend on staying visible and comparable, rather than investing in the differentiation they need to be noticed.


Today, all challengers face the same opponent: commoditization. How to make their brands matter enough to be chosen with fewer resources, faster timelines, and more competitors. And while the end result is business growth, the answer lies in people.

That’s where we come in. We deconstruct people’s choices: why they’re in the market, why they’re choosing their current brands, and why they would (or wouldn’t) choose you instead. This defines the changes to invest in, and the communications and innovations that will make those changes a reality, and make your brand their best choice.


It’s not just about what we do, it’s about how we do it. In a word, it’s partnership. We believe that senior talent working directly with your decision-makers creates stronger relationships and stronger work. We detest silos and egos. We know the power of true collaboration with other agency partners. Above all, we believe that we should be your business partners – not a supplier or vendor. Our business only grows when yours does, and we’ll always prefer performance-based compensation to keep our success linked from start to finish.

This is how we help challengers win. This is how we deliver growth. And this is why our clients choose us.


The decision to choose your brand can happen at any point in the path the purchase. Brands need the flexibility to be present and powerful whenever and wherever that choice is made.

We’re designed to maximize that flexibility. Everything starts with strategy: what we need to do to change people’s decisions, and which channels we need to invest in. Our robust in-house services mean we’re ready to take brands wherever strategy leads.


The channel-agnostic, data-backed opportunities to make your brand chosen.

  • Business
  • Brand
  • Consumer
  • Data & Analytics


Powerful messaging backed by precision media to make true changes in people.

  • Campaign
  • Content
  • Experiential
  • Direct


Creating beautiful, efficient, and unique brands that drive people's desire to choose.

  • Identity
  • Packaging
  • Naming
  • Space


Scaleable digital brand experiences that can capture imagination and intent.

  • Website & Apps
  • Digital Experience
  • CMS
  • SEO


Peter Bolt

EVP, Managing Partner

Edith Rosa

SVP, General Manager

Guybrush Taylor

Executive Strategy Director

Ian Barr

SVP, Director of Strategy

Julie Nikolic

Creative Director / Director of Creative Operations

Mike Blackmore

Creative Director

Phil Coulter

Creative Director

Stefan D’Aversa

Creative Director

Chris Obergfell

Creative Director

Jonathan Mutch

Design Director

Anthony Sapp

Head of Technology