UK-based Equator has appointed Chris Ertel as strategy director, a move to strengthen the company’s ability to set global and national brands up for success with strategic guidance on positioning, portfolio strategy, and consumer insights.
Equator is a global packaging design agency, with a physical footprint in the the UK, North America, and Australia.
Mr Ertel brings to the role extensive experience in developing numerous brands in both retail and CPG sector. Having worked with leading brands and retailers, such as Sara Lee, General Mills and Kroger, he brings a consumer lens to clients’ strategies, identifying opportunities for growth through in-depth consumer understanding and impactful brand storytelling.
In his new role, Mr Ertel will deliver, ‘clear, impactful strategy propositions for new and existing clients, and help Equator’s creative teams balance beautiful design with consumer and business needs.’
Mr Ertel commented, ‘Throughout my career, I’ve always understood Equator as an agency that delivers fantastic, impactful designs in very challenging categories, so when the role came up, it piqued my curiosity. The opportunity felt exciting as I could see how my background and skills could enhance what Equator do well by extending beyond the brief, connecting pre-design activities to business results. Equator is well-positioned to deliver even more value for clients and I’m looking forward to playing a part in realising this potential.
‘I’m enamored with consumer and shopper motivations – why we buy, what we buy, and what we expect brands to do for us beyond the functional. I’m looking forward to helping our clients and teams get at the ‘why’, so we develop creative that is rooted in ever-present consumer motivations – where brands have an opportunity to unlock growth.’
Matt Caldwell, global managing director at Equator, said, ‘What’s great about Chris is that he really champions the consumer mindset when developing strategy and working with clients and creative teams. He also has real dexterity when it comes to thinking about different markets and briefs. I have no doubt he will continue to build the relationships we have with our client partners and find new ways for them to establish, build and enhance their brands.’
