Cultural insights consultancy Crowd DNA launches in Sydney

Crowd DNA, a UK-headquartered cultural insights consultancy, has launched an office in Australia, its second in Asia Pacific.

Established in 2008, Crowd DNA helps clients with gaining culture-backed marketing and behavioural insights in their consumer base/audience, enabling for more creative and effective ways of connecting and monetisation of commercial opportunities.

From the firm’s UK base, Crowd DNA has grown internationally over the past decade, first expanding into the Dutch capital city of Amsterdam (in 2015), and then into the US (the New York office launched in March 2017) and Singapore (September last year). 

Hot on the heels of its market entry in Asia Pacific, the cultural insights consultancy has made a foray into Sydney, Australia, with Elyse Pigram appointed as Head of Australia. “Elyse, who’s done such great work as one of our strategic insights directors in London, is heading back to Sydney to head up the launch,” said Crowd DNA founder Andy Crysell.

“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.” Pigram moved to the UK in 2017, leaving Australian insights agency Galkal (offices in Sydney and Melbourne) to join market research firm RDSi in London. Early 2018, she joined Crowd DNA in the firm’s London office. 

“What drew me to Crowd DNA in the first place was its culture-first positioning; its mission to help brands understand – and leverage – the intersection between consumer behaviour and broader culture, and I’m really happy to be bringing that to my home market,” reflected Pigram. 

With the first Australia-side clients already on board, including Peroni Nastro Azzurro, the Australian lead has started the process of recruiting for additional hires. The firm is particularly interested in professionals with backgrounds in ethnography, trends analysis, cultural insight, semiotics and co-creation. Pigram has further been tasked with establishing the firm’s on the ground operations, growing its client network and making sure that Crowd DNA successfully nestles itself in a crowded and competitive market.

Main target for the first year of trading in Australia is a turnover of $1.8 million. In serving regional clients, Pigram will work closely with Emma Gage, managing director of the Singapore office, who joined Crowd DNA from Flamingo, where she led the local team. 

Crysell pointed out that he is positive that the consultancy is well positioned in Australia to mirror its success in other markets. “We’re excited to be testing ourselves in a new city, ensuring our passion for the cultural relevance of brands gains traction in Australia…. We’re highly encouraged by how well our blend of innovative approaches, cultural and behavioural frameworks, and focus on socialising insight through powerful outputs and deep immersion is resonating with clients.”