Synergy Group’s Jason Perelson joins Brand Rebellion as a partner

Former Synergy Group partner Jason Perelson has joined the partnership of brand and workforce consultancy Brand Rebellion alongside husband and wife team David and Bryden Campbell.

Established by the Campbells in Canberra in 2022, Perelson’s recruitment as the firm’s third partner after five and a half years at Synergy Group coincides with Brand Rebellion’s third anniversary, with David Campbell having previously worked at PwC.

Perelson joins the team as a ‘human experience’ partner, adding a further dimension to the firm’s mix of strategy, brand, people and marketing, which it says aims to bridge the gap between how brands are experienced by both employees and customers by blending the strategic problem-solving of a traditional consultancy with the ideation and creativity of an agency.

“We couldn’t be more excited to welcome Jason,” said Bryden, who described the appointment as a natural step forward for the company. “His expertise and vision align perfectly with our mission to create deeper connections between brands and their people. Together, we’re not just enhancing the value we deliver, we’re setting a bold strategic direction for Brand Rebellion’s future.”

Bryden, who serves as Brand Rebellion’s managing director and previously worked in marketing for the ACT government and Canberra Innovation Network, was recently named ‘Canberra Business Woman of the Year’, while David is a former senior manager in the people & transformation practice of PwC, where he altogether spent ten years.

Perelson meanwhile brings over 25 years of experience in the creative advisory game, including most recently as a partner and leader of Synergy’s behavioural impact business creativeXpeople, which grew from five members to 50 in the five years following its formation out of Zoo Group before its more recent evolution to incorporate strategic design acquisition ThinkPlace.

The growing size of Synergy Group – which has previously declared its ambitions to become Australia’s leading consultancy within a decade – was one factor in Perelson’s decision to cross to a niche specialist, saying that the move was in line with current trends being seen in the consulting industry both locally and globally, particularly in respect to government and public sector providers.

Brand Rebellion’s efforts to connect the employee and customer experience via brand-building, people strategies, workforce planning and organisational design to “create organisations that people want to align themselves with” may also be more timely than ever, with large firms such as Accenture currently at risk of discouraging young talent by axing their D&I programs.

“Brand Rebellion is exactly the kind of indie agency the world needs right now,” Perelson said. “They understand the profound connection between people, businesses, teams, and the experiences they deliver. Humanity is at the core of everything they do, and that’s something truly special. I’m thrilled to join this journey as we drive big, exciting changes that are bound to make lives better.”