Fifth Dimension unveils new name and 8-person leadership team

Hot on the heels of its rebranding from Fifth Dimension to 5D, the consumer research consultancy has installed an expanded leadership team.

After nearly two decades operating as Fifth Dimension, the Australian research and intelligence consultancy has rebranded as 5D. Founder and Chief Executive Officer, Lyndall Spooner, said that the rebrand reflects how clients have long referred to the business – “our new and shortened brand reinforces the 5D name.”

Leading the firm into its next chapter is an 8-person leadership team, led by Spooner, who is flanked by David Gemmola as Chief Operating Officer (overseeing operations, finance and growth strategy) and two regional-focused Managing Directors: Alex Vishney (Sydney office) and Andrew Slot (Melbourne office).

Hannah Krijnen and Abhishek Jayant meanwhile are Directors for Qualitative Research and Technology & Operations, while Melissa Gilson is Director for Brand and Consumer Strategy, and Nick Wyatt spearheads the company’s AI and data analytics offerings.

On the appointments, Spooner said: “We’ve expanded our leadership team, bringing in industry experts across brand strategy, advertising and communications development and identifying cultural tensions. These appointments will drive innovation, enhance client partnerships and strengthen 5D’s presence in Australia and Asia Pacific.”

5D specialises in marketing and consumer research. “We provide science, technology and expertise to help brands make smarter decisions and drive sustainable growth.”