Pete van Praag
FOUNDER
Pete leverages over 25 years of diverse brand and product development experience; from launching new products and product categories as a strategist and lead account manager on Madison Avenue, to creating new brands, brand platforms, and global communications campaigns as an art director, copywriter, and creative director in San Francisco.
Pete has authored and co-authored many highly successful brand efforts, such as the Taco Bell “Think Outside the Bun” brand mantra and foundation, the Levis and Dockers web and interactive platforms, the “Easy Button” brand promise, the Lexus “Relentless Pursuit of Affection” global brand transformation, the Fox NFL “Claymation” brand personification, in addition to other brand evolution and transformation processes for Jaguar, FOX Sports, Nissan, Amazon.com, amongst many others.
Matthew Asinari
PARTNER
Matthew has built leading brands in the USA, Europe and Asia. He has worked in 32 countries, as Executive V.P. Y&R Worldwide (New York), JWT Europe (London) and Asia (CEO of Dentsu Y&R Asia). His expertise spans brands such as Chanel, LVMH, Prada and Estee Lauder; Heineken, Illy, Nike Asia, Rolex Europe, Sony Asia; premium automotive: Audi, Honda, Jaguar, Lexus, Mercedes, Ferrari; luxury real estate brands (St. Regis Residences, Mareazul, Mexico, Trump SoHo New York), international Branding platforms for China’s new Free Trade Zone (Tianjin); space/advanced tech: NASA, Singularity University, Moon Express, the Conrad Space Foundation, Intelius’ Inome (the information genome).
Matthew is a featured speaker at Innovation Awards/Conferences and jury member at the Global Design and Marketing Awards in Taiwan, International Design Awards in Milan, Hong Kong Ultra Future, and NASA Conrad Foundation Awards.
