Crowd DNA – which already has offices in London, Amsterdam, New York and Singapore – will open a Sydney office.
The founder of the “cultural insights and strategy consultancy”, Andy Crysell, told Mumbrella the target for its first year of trading in Australia was a turnover of $1.8m, and a headcount of around seven staff.
Crowd DNA will now have an Australian presence
“We also intend to continue the thought leadership work we’ve carried out via other offices, creating content (reports, events, films, magazines) around themes such as gender, age, families, youth, travel and urban living,” he added.
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He said the business already had a number of clients on board for the local launch, including Peroni Nastro Azzurro.
The Sydney office will be headed up by Elyse Pigram, an Australian who currently works as strategic insights director in the London office.
Crysell said the company is excited to be testing itself in anew city, and noted his confidence in Pigram.
“And after so much great work in our London office, where she’ll be much missed, we’re extremely confident Elyse is a perfect fit for taking charge of this launch – combining her understanding of Crowd DNA with fantastic industry knowledge of her native Australia.”
The company said it was in the process of recruiting additional personnel for the Sydney office, including strategists and cultural insight specialists. Crysell told Mumbrella he was particularly interested in those with backgrounds in ethnography, trends analysis, semiotics and co-creation.