I could have begun this page by writing in the third person, telling you what “Anthony Hamelle” has achieved, the storied creative agencies, popular publishers and successful brands he’s worked with, the brillant global teams and challenging projects he’s led, the prestigious colleges he’s taught at, the skills and accolades he’s been lucky enough to collect along the way - notably One Show and D&AD ✏️, Cannes 🦁, Esomar best market research 📖 or Effie 🏆. I could have, but you have better things to read, and I can make better use of your time - and if need be you can always visit my LinkedIn profile.

If you're not going to scroll past this point, keep this in mind: through brand strategies, frameworks and change management I blend the tech and cultural zeitgeist - such as AI or creator marketing - into creative businesses to update ways of working and processes, expand scopes, create innovative products, increase impact and revenue.*

I blend brands with their online communities and influencers. I blend expertises, interfaces, features and channels to create far reaching and compelling brand experiences. I blend communities, creators, creatives and talents from diverse backgrounds.

In Parallel Lives, the Roman historian Plutarch writes that success is dependent on three things, in ascending order: what one knows, what one does, and what happens - virtue, acts, and (good) fortune. In that light, in the infinitely scrolled feeds, under the tap of billions of thumbs, brands are only partially what they say, they are much more substantially what users and communities do with them, what consumers and creators say about them. Brands are what they say, what they do, but more importantly what others do with them.

I have 20+ years of experience in branding and advertising, as a strategist, a creative, a digital product owner, or an account lead. I've walked up and down the full marketing funnel and have learned to balance branding and performance marketing in a data-rich world. I've brought to life all sorts of brand apps, campaigns, content and creator activations.

More importantly I like to harness, facilitate and drive change. I started coding html websites in the 1990s and have never stopped pushing brands further into technological and cultural frontiers, starting with blogs in the aughts, social networks, apps and content in the teens, creator and community partnerships in the twenties.

I love to blend in. To blend in teams, to show them what they are capable of, to discover with them what I didn't know they were capable of too. To blend in communities, to learn from them and empower them - much more than "manage" them.

Long story short: I am a French, New York based, globally trained, digitally minded, brand change agent. As of late I've been delving into the world of AI to harness and implement the full promises thereof, through design thinking, mentoring, training and up-skilling, aiming for operational efficiencies, heightened creativity and more powerful branding.

“We arrived in an illuminated New York. We came from the night and found ourselves in light, perhaps artificial, but light is always light.” — Jean Renoir

Last but not least, I am a blended family man who lives in a little yellow house, I roam the outdoors, I mentor Techstars startups and the Life Project 4 Youth NGO, I am an Volunteer First Responder, I am a member of TikTok’s GenAI Council, I read and watch a lot of different artefacts and creations, I write haikus and the occasional newsletter.

Are you looking for a C-level modern brand expert who blends it all? Drop me a line.

*On the “other side of the mirror” I also blend creativity and the cultural zeitgeist into tech companies and products.