Arrivals & Departures: Culture & Theory taps Carol Soundy

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Downtown Auckland-based strategic brand agency Culture & Theory has announced the appointment of experienced strategist and business director Carol Soundy to the new role as general manager. 

Soundy, who has broad brand, design and marketing experience from working on some of New Zealand’s leading brands, joins the agency as it scales up to accommodate a growing list of clients including Westpac, New Zealand Cricket, Methven, No Ugly, Qrious, Snappy and Jacob Douwe Egberts.

Culture & Theory strategy director Jonte Goldwater said Soundy has the skills and attitude to take Culture & Theory through its next growth phase.

“I’m really pleased to welcome Carol to our leadership team,” he said. “With her extensive experience in both client and agency environments, Carol is well placed to take over the steering wheel from CD Nick Riley and I so we can focus on our roles within the business.”

With more than 12 years’ in brand and design agencies including Designworks, Richards Partners and DNA, as well as background in marketing communications, advertising, public relations and media liaison, Soundy brings a holistic perspective to business challenges and transformation. 

“I love shaping brand experiences and bringing creative concepts to life.”

“I love shaping brand experiences and bringing creative concepts to life,” she says. “This role allows me to put my unique blend of strategic, commercial and management skills to work, and I’m looking forward to the new challenge.”

As GM, Soundy will be responsible for the day-to-day running of the agency and developing a culture to support the future health of the business. She is keen to stay close to client work, so will also operate as a senior strategist on key accounts.

About Culture & Theory
Culture & Theory is a strategic brand agency that pairs commercial understanding with design-led creative solutions to deliver long-term growth. Our journey usually begins with strategic thinking around purpose driven strategy, portfolio architecture, journey planning and brand positioning. We then define design-led creative solutions that turn up in the form of experience design, brand identities, digital UI, naming and packaging.

We believe in setting up brands and businesses for the long term. This means we spend the time and energy up front to get it right so that down the track, everyone who is working on the brand is delivering a brand experience that is distinctive, compelling and consistent.

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