Abbey Dethlefs

Background

About Abbey Dethlefs

Through my career I've had the privilege of working with some of the world's leading brands and Fortune 500 companies including Apple, National Geographic, Uber, AB InBev, Barbie, Google, Harley-Davidson, NBA, UNICEF, L'Oréal, 23andMe, Indeed, Hasbro, Pepsi and Target. My experience has spanned the global rollout of a 100 market launch, to leading a cross-country research roadtrip unearthing insights for a ubiquitous American retail chain, down to reconnecting locals to a renamed, rebranded and repositioned 100 year old iconic brand. Increasingly I work with organizations looking to reinforce their brand purpose, unlock business and innovation opportunities, and deliver positive social impact. Consistently though, I work with teams who believe in the value of a true insight, the power of data to be a catalyst for creative solutions and the belief that doing good can be good for business. I believe strategy imagines a different future. As a brand strategist at the core, I shift between the mindset of cultural anthropologist, creative provocateur, data wonk and empathetic bartender, continually working to connect brands to people in ways that create deeper meaning. I love a challenge and can typically be found rooting for the underdog. I believe we have the opportunity to creatively solve some of the biggest challenges of our time while creating social and environmental value. And ultimately, I'm a firm believer that there is always a way to create work that is smart, bold and impactful.