Hello

Martin Weigel

Global strategist & owner-operator

Across four decades in brand strategy, I’ve worked at the intersection of creativity, culture, and commerce - helping companies find clarity, coherence, and conviction in a fragmented world.

I began as a qualitative researcher, learning first-hand that strategy starts with people, not frameworks. Years spent in homes and markets around the world taught me how brands live in real lives, and how culture and commerce meet in the everyday.

As Chief Strategy Officer at Wieden+Kennedy Amsterdam, I helped shape work for brands that defined eras. Those fourteen years instilled a deep respect for craft, collaboration, the relentless pursuit of better, and the belief that strategy is as imaginative as it is analytical.

Having lived and worked in London, New York, São Paulo, and Amsterdam, I bring a global perspective to how brands think and act.

I’ve partnered with some of the world’s most exacting companies and brands - including Coca-Cola, Heineken, Dyson, GE, Kelloggs, Meta Reality Labs, Samsung, Evian, Decathlon, Facebook, Miele, Instagram, Allianz, Amazon Music, Grundfos, Corona, Booking.com, Ray-Ban, Ørsted, Mercedes AMG Petronas F1, The Glenlivet, Novartis, Guinness, and Uber.