LEADERSHIP

Andrea Katz
Chief Ideonista

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...
Valerie Garral
Senior Strategist

Valerie is a senior strategist 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
Senior Strategist

Alice is a senior strategist 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...
Lara Nicotra Plutzer
Digital Strategist

With years of in-house brand experience working for internationally recognized brands, Lara has led integrated marketing campaigns for the likes of Carlo’s Bakery (of Cakeboss fame), 16 Handles, and Liberty Travel. Specializing in digital strategy, she is considered an expert in social media and has contributed to various publications such as PRNews, Inc., Socialfresh, and more. When she’s not on wifi, you can find her on the yoga mat teaching and practicing. Lara holds a BA in communications from Elon University and her 200 hour yoga instructor certification.

With years of in-house brand experience working for internationally recognized brands, Lara has led integrated...
Sam Ayling
Creative Director

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...
Annie Shepard
Design Associate

Annie is an account coordinator and designer with a passion for telling a brand’s story through digital media. She has worked with clients such as American Express, Asphalt Green, and The Wassaic Project on projects that include website development and content strategy. She most recently opened a pop up gallery in Williamsburg, Brooklyn where she managed the gallery’s construction, event calendar, and digital presence in addition to showcasing her own creative work. Annie is from New York City. She holds a BA in American Studies with a concentration in Urbanism  from Wesleyan University.

Annie is an account coordinator and designer with a passion for telling a brand’s story through digital media...
Helen Atkinson
Senior Copywriter

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...
Joe Gelman
Copywriter

Joe is a jack of all trades and master of one: storytelling. Leveraging digital media, content strategy and brand thinking he is passionate about craft compelling stories that resonate with audiences and inspire action. Beginning at large e-commerce shops such as Ecko, Sony BMG and Everlast he established a strong foundation in pure-play digital marketing. Afterwards he made the lateral move to working as a creator and strategist for the boutique content agency, Honigman Media. In addition he also shares his insights as a Digital Marketing instructor at General Assembly. 

Joe is a jack of all trades and master of one: storytelling. Leveraging digital media, content strategy and brand...
Flutura Bardhi
Senior Researcher

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...