Senior Shuffle for Crowd DNA

Cultural insights and strategy consultancy Crowd DNA has moved founder Andy Crysell to the position of Chief Executive Officer, while Matilda Andersson has been promoted to Group MD, and Elyse Pigram moves up to MD for APAC. The firm has also made several new hires.

STRAT7-owned Crowd DNA conducts research to understand people, culture and trends across the world, from an HQ in London and offices in Amsterdam, New York, Sydney and Singapore. Crysell set up the company in 2008, after co-founding research and content creation services agency Ramp Industry, which was later acquired by creative agency St Luke's Communications. In his new role he will now continue to focus on group-wide strategy, communications and growth drivers.

Andersson joined in 2015, and most recently served as London/Amsterdam MD. She previously worked for BBC Studios, co-founded consultancy Lodestar, and served as Research Manager at the Open University and BBC World Service. Pigram joined in 2018, initially in London as Strategic Insights Director, before relocating to Australia to run the Sydney office. Earlier she was an AD at RDSi, and worked for brand development and consumer insights agency GALKAL in Australia. In their new roles, Andersson's remit has been extended to take in strategy and growth across all Crowd DNA offices, while Pigram is tasked with growing the business across the APAC region.

The company has also made a number of new hires:

• Nuraini Ariel Malik, Associate Director, Singapore
• Charlotte Leary, Strategic Insights Executive, Sydney
• Jennifer Simon, Senior Consultant in the London Crowd Signs team
• Jacob Cook, Project Producer, London
• Bahar Katranbayiri in the Culture Club internship scheme, London.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.