180 Kingsday Redefines Brand Consultancy with Launch of TILT

Global agency 180 Kingsday has announced the launch of its brand consultancy, ​TILT.​ An extension of the existing business, TILT works with international clients as coaches, rather than consultants, to deliver actionable brand thinking that leads to tangible business results. TILT has been quietly operational since 2019, working with brands such as PepsiCo, Unilever and Danone.

Headed up by chief strategy officer, Tiina Salzberg, TILT is redefining the role of the brand consultancy by partnering with global marketing teams to develop and guide the strategic output and evolution of their brand. With a core team that will remain nimble, TILT will operate in close partnership with clients to critically examine a brand's past and present place in culture. From there, they design and deploy new expressions and directions that respect the heritage while unlocking future growth potential.

Tiina Salzberg explains: "Unlike traditional consultancies, we don't believe in one formula or approach; instead, we collaborate with client teams to unlock brave new positions. We roll up our sleeves, fiercely rejecting mediocrity while remaining pragmatic, clear and considered. We find the facts, tell the truth and take a humanistic approach to unlock potential.”

Emma de Szoeke, SVP of global marketing at PepsiCo and a founding client, said of TILT’s approach: "TILT has played a critical role in revolutionising our approach to strategic brand positioning and purpose thinking. Tiina and her team have brought leading-edge brand know-how, world-class experience and real humanity that served to strengthen our process, unlock global brand strategies and discover timely, authentic and compelling ways for our $billion brands to show up in the world. TILT consistently brings a whole-brain approach to unlock creativity, passion and strategic thinking in our global brand teams and helped lay the foundation for the next era of powerhouse branding and purpose-fuelled programming at PepsiCo."

TILT's launch, which comes amid the global pandemic and economic uncertainty, attests to 180 Kingsday's belief in, and commitment to, the vital role brand and marketing play in the advancement and success of global brands and their businesses.

Sander Volten, 180 Kingsday's CEO, said: "As industries assess the landscape of a post-COVID world, TILT is a response to clients’ desires for 180 thinking, creativity and different perspectives inside their businesses. By launching brand consulting as a standalone and integrated offer, we're practising what we preach and highlighting the value of bringing the agency's trademark thinking upstream of the creative process and closer to the heart of our client's businesses."

TILT will offer a range of services, including identifying and defining Brand Purpose, Archetypal Branding, Portfolio Architecture, Brand Identity and Marketing Capability Training. Based in Amsterdam, TILT will operate globally.