LEADERSHIP

Andrea Katz
Chief Brand Officer

Andrea is the founder of Ideon, a visionary brand strategist and lover of ideas leveraging 20 years of experience in branding and marketing. Andrea has ignited smart, bold and fresh brands for corporations, non-profits, agencies and the public sector. Andrea’s brand insights originate from her work in diverse industries spanning automotive, beauty and consumer goods; to education, financial services and healthcare; and to media, retail, and technology. She uses her passionate curiosity and deep intellect to spark new ideas, highlight vibrant strategy possibilities and power creative customer solutions that fuel brand growth. Andrea is from Johannesburg. She holds a BA in history and politics from the University of the Witwatersrand, South Africa and an MS in Urban Planning from Columbia University.

Andrea is the founder of Ideon, a visionary brand strategist and lover of ideas leveraging 20 years of experience...
Martyn Straw
Chief Strategy Officer

Martyn is an experienced strategist and the pioneer of the US introduction and development of the Account Planning discipline. Martyn has touched virtually every product and service category in the world and is associated with many significant strategic break-throughs including the “Imagination” platform for GE, the iconic “Membership” concept for American Express and “Choice of a New Generation” for Pepsi. Martyn is a former President and Board Member of Interbrand and the former Chief Strategic Officer for BBDO. Martyn is from the UK and holds an MA (Hons) degree from Oxford University.

Martyn is an experienced strategist and the pioneer of the US introduction and development of the Account Planning discipline. Martyn......
Robin Reif
Chief Engagement Officer

Robin is a leader and innovator in the brand engagement discipline. Robin has served some of the world’s most important organizations to align employees, strengthen brand communities and, ultimately, grow business. Unique in bringing strong narrative skills and quick content mastery to client challenges, she parses complex problems as you might expect someone who was once both a classical philosophy and theater major would—making incisive, unexpected connections, and teasing out both implicit and explicit threads. A Moth performer and graduate of NYU School of Journalism, Robin continues to tell live stories and publish essays and blogs.

Robin is a leader and innovator in the brand engagement discipline. Robin has served some of the world’s most important......
Valerie Garral
Strategy Lead

Valerie is a strategist lead with a passion for translating transformative concepts into memorable brand experiences. She has led countless strategy, innovation, architecture, and naming engagements with an eye to building customer traction, cultural currency, and market leadership. Thriving on variety, Valerie enjoys working with Fortune 500 brands and rival upstarts, in sectors as diverse as Food & Beverage, Finance, Media, and Health. Valerie is from Spain. She holds a BA in Art History and French Literature from the University of Michigan.

Valerie is a senior strategist with a passion for translating transformative concepts into memorable brand...
Alice Lane
Strategy & Story Lead

Alice is a strategy and story lead who lives her philosophy of drawing from outside the category to help brands and businesses open their minds to up their game. Alice's 20 years of experience working for consultancies and agencies, in-house and independently, across industries from food to finance to fashion, and entertainment to education to engineering, have honed her approach to marketing strategy. She believes that brand and business are the same thing and won’t excel without a powerful vision, meaningful connections with consumers/customers, and a sense of humor. Alice is from Philadelphia and speaks Swedish, French and basic Italian. She holds a BA in French and political science from Vassar College and an International MBA from Chicago University.

Alice is a senior marketing strategist who lives her philosophy of drawing from outside the category to help...
Nachel Mathoda
Strategist

Nachel is a brand strategist and project manager guided by her broad curiosity, strategic thinking and attention to detail. Before Ideon, she worked in brand strategy at Sullivan and Siegel+Gale, developing strategies, planning campaigns, and driving growth for clients spanning many sectors, including industrial, non-profit, healthcare, and education. Prior to her career in branding and communications, Nachel worked on anti-human trafficking initiatives, socially responsible investing, and fundraising for non-profits. Nachel is from Connecticut. She holds a BA from Bowdoin College and an MA in International Affairs from The George Washington University.

Nachel is a brand strategist and project manager guided by her broad curiosity, strategic thinking and attention to...
Emma Brandow
Digital Intern

Emma is our digital intern. She has a love for branding and project management, and a dedication to life-long learning. She contributes her attention to detail, passion for technology, and strong communication skills to Ideon. She is a student at Vanderbilt University majoring in Classics and minoring in Chinese Language.

Emma is our digital intern. She has a love for branding and project management, and a dedication to life-long learning.......
Sam Ayling
Creative Lead

Sam is a clear thinking, straight talking creative leader with proven experience in creating and managing some of the world’s most valuable brands. He brings 20+ years of experience at prestigious design firms from London to New York, including Newell & Sorrell, Interbrand and Lippincott. He’s played an integral role in the branding of Avianca, Black+Decker, Buoy Health, Daymaker, Frigidaire, The Vitamin Shoppe, Theatre Forward, Stanley and Southwest Airlines. His work has won numerous accolades for design from Communication Arts, AIGA, American Graphic Design Awards, Creative Power, D&AD, Graphis, Graphic Design USA, Logo Lounge, Relogo, HOW, Utopia U360, REBRAND 100 Global, Good Design, Symbol by Angus Hyland & Steve Bateman, Wolda, Identity, Shape & Symbol and International Journal of Visual Communication. Sam holds a BA with Honors in graphic design & visual communications from The Surry Institute of Art & Design Farnham, England.

Sam is a clear thinking, straight talking creative leader with proven experience in creating and managing some of...
Flore Thevoux
Design Intern

Flore is our design intern. She is an avid creative and enjoys many forms of self-expression, concentrating most of her efforts in music and the visual arts. Born in France, she spent most of her childhood in Texas and Norway. Her multicultural upbringing offered her the opportunity for fluency in three languages—French, English, and Spanish. Flore is currently pursuing a BFA in Communications Design at Pratt Institute and expects to graduate in May of 2019.

Flore is an avid creative and enjoys many forms of self-expression, concentrating most of her efforts in music and the visual arts....
Helen Atkinson
Copy Lead

Helen is a meticulous, creative, and highly experienced wordsmith. Her skill in making complex, technical, and even seemingly dull content spring to life is matched by her enthusiasm for finding the sweet spot where clarity and flair join to form a compelling story. Over more than 25 years as a professional writer—as journalist, columnist, PR consultant, and producer of corporate content—Helen has helped companies in an extensive range of industries, from tech to travel and insurance to international logistics, find their words. Originally from Scotland, Helen holds a BA from Oxford University, England.

Helen is a meticulous, creative, and highly experienced wordsmith. Her skill in making complex, technical, and...
Flutura Bardhi
Research Lead

Flutura is a cultural anthropologist by training. Her specialty is in uncovering what motivates people’s behaviors, a skill that she has leveraged in countless studies on fast-moving cultures, like media junkies, gamers, techies, fashionistas and trend-conscious youth. Flutura’s particularly well-versed in qualitative research approaches. She has designed, moderated, and analyzed numerous studies for a wide range of clients and in the non-profit world for the last 15 years. Flutura holds a BA and MA in anthropology from CUNY Hunter College and speaks Albanian and some Spanish.

Flutura is a cultural anthropologist by training. Her specialty is in uncovering what motivates people’s behaviors...
Shelly Hayes
Research Lead

Shelly is a research analyst with seventeen years of qualitative and quantitative research experience, including methodology selection, implementation, statistical analysis, and reporting. Guided by her natural curiosity to figure out the “why” behind the data, Shelly has worked on renowned brands including Cadbury-Schweppes, LVMH, United Airlines, Guinness and Sharp. Shelly is from Virginia Beach. She holds a BA in history and political science from Christopher Newport University and speaks fluent German.

Shelly is a research analyst with seventeen years of qualitative and quantitative research experience, including methodology...