Creative. Edgy.



A little in your face.

Brand Strategy

We believe in deeply understanding nuances to help brands sharpen their reason for being. We guide brands towards the truth of what they genuinely stand for… and how it can be reflected in everything they do.

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Consumer Exploration

We believe in breaking down barriers between brands and the people who matter most to them. We tirelessly dig deep to uncover what people really do and why they do it. And we deploy innovative methods to get as close as possible to people and their lives.

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Product Innovation

We believe that innovation emerges at the nexus of market and cultural opportunity and the problems people need solving. We imagine and design strategic ideas that inspire brands to find new possibilities with positive commercial impact

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Innovating For The Future

A luxury apparel brand wanted to ensure they faced the next decade head-on. What should they anticipate and plan for to not only survive, but to thrive?

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Aligning With Women’s Needs In India

After several years in market, Tinder realized that India had fewer users on their app as compared to other parts of the world. And this was especially true of female users. The brand wanted to get a better sense of how dating is approached in India, learn about the traditions of the country and learn how Tinder could better fit.

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A City With A Chip

MLSE, one of North America's premier sports and entertainment brands, wanted to understand their fanbase and explore attitudes and behaviours of people so important to its success.

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May 27, 2020

Sustaining the Boom in Home Entertainment

COVID-19 hasn’t changed our desires, but it has changed how we solve them. And today, in-home entertainment is witnessing a boom. But what happens when the cage door swings open? The Sound is diving deep to uncover what new twists on entertainment are hereto stay, and what’s just a temporary fix.

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Cultural Insights

May 25, 2020

Home and Re-entering Society

We’vebeen through the 2008 recession, we’re worried about climate change, we’re living with insurmountable student debt. We’re concerned about finding a joband the health and well-being of our loved ones. We’re facing multiple stressors in all aspects of our lives, making us an overall anxious people. Nearly 1 in 5 adultsin America experience an anxiety disorder over any 12-month period–andan astonishing 65% of 13-39-year-olds say they feel stressed constantly.

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