Organisational complexity
Barry Callebaut
Food & ingredients · Global · B2B
From fragmented communication to a unified global brand system, aligning markets, teams and touchpoints. Eight years as lead agency.
Most problems in brand and marketing don't sit inside a discipline. They sit between them. Eighteen years spent where strategy meets execution, and where it usually breaks: first inside WPP, then across my own practice in Paris and New York. It is why I move as easily between executives, creative teams, producers and developers.
Why organisations call me
Business
When growth outpaces the organisation.
Connecting commercial priorities with brand, marketing and leadership.
Brand
When strategy needs to become tangible.
Building creative systems, campaigns and experiences people understand, remember and use.
Innovation
When innovation needs adoption.
Helping new products, technologies and ideas become understood, embraced and commercially successful.
Execution
When complexity slows delivery.
Aligning teams, partners and production behind a shared direction.
The practice
ANGSTRÖM
Founder & President · Paris and New York · Since 2011
An independent brand and marketing practice built to keep direction and execution connected across markets. General management, full P&L, new business and client relationships across Europe and the United States.
ANGSTRÖM Paris
Creative and brand services. Brand platforms, campaigns, content and creative systems that hold across markets and teams.
ANGSTRÖM USA
Brand and marketing leadership advisory, including Fractional CMO mandates for founders and leadership teams.
- Barry Callebaut, lead agency, eight years. Cross-cutting positioning at the core of the group's global strategy, multi-brand and multi-segment, US market activations.
- VRROOM, Fractional CMO, one year. High-growth live entertainment and technology scale-up. Rebuilt the go-to-market between Europe and the US, structured multi-country teams, led marketing for the Jean-Michel Jarre event at Versailles, several million in cumulative reach.
- Randstad, brand direction and digital engagement across B2C markets.
- Printemps, digital and e-commerce advisory through multi-channel transformation.
Selected clients
LVMH (Veuve Clicquot, Hennessy, Cha Ling, Dior) · L'Oréal (Lancôme) · Hermès · Nespresso · Cointreau · Rémy Martin · Pernod Ricard · Barry Callebaut · dsm-firmenich · P&G and P&G Prestige · Printemps · Sephora · Randstad · VRROOM · Carven · Francine · Air France · Allianz · The Coca-Cola Company · British American Tobacco · Essilor · La Poste · EDF · Disney · Orange · Ferrero · EMI Music · Amnesty International · Action Contre la Faim Across the practice and earlier agency roles.
Leadership & appointments
2026
Music Tech France · Secretary, Executive Committee
Strengthening the links between startups, industry, brands and international markets across the French music technology ecosystem.
Selected work
Channel complexity
Lancôme
Beauty & luxury · L'Oréal · Global
Making global launches consistent across markets and channels, translating brand vision into a coherent digital and content experience.
Cultural complexity
Veuve Clicquot
Luxury & beverage · LVMH · Global
Turning a product launch into a culturally relevant brand platform that worked across cities, audiences and moments without diluting the brand.
Touchpoint complexity
Printemps
Retail · France · Multi-channel
Turning a retail icon into a coherent digital experience, aligning brand, content and conversion, connecting store to screen.
Growth complexity
VRROOM
Tech & entertainment · Europe and US
Bringing clarity and direction at a moment of growth, aligning brand, marketing and sales at leadership level. Marketing lead on Jean-Michel Jarre at Versailles.
Career before ANGSTRÖM
2011
The Blog TV, London · New Business Director, UK & France
New business and strategy for a TV production and social media start-up operating between London and Paris.
2009 – 2010
Webpopulation, Paris · Digital Director & Partner
Led digital strategy, new business, and the creative and account teams, 12 people.
2007 – 2009
G2 Paris, GREY (WPP) · New Business & Communications Director, Head of Digital, Coordinator EMEA
Built the digital department from scratch: strategy, planning, talent sourcing. New business across France and EMEA, over €2M gross margin, pan-European pitches.
2006
Digicompanion, Paris · Music technology start-up
New business, account management and strategic planning.