Former SapientNitro strategist brings range of traditional & digital experience on consumer brands
3Headed Monster, the Dallas startup agency with an emphasis on integrating brand storytelling, design and technology, has named Crystal Anderson to the newly-formed position of Partner, Strategy Director.
A graduate of SMU, Anderson has spent the past 15 years helping create branded experiences in both traditional and non-traditional media for a wide range of products and categories. She joins 3HM from SapientNitro in Atlanta, where she was Director of Marketing Strategy and Analysis, leading the digital experience strategy for MD Anderson Cancer Center, Coca-Cola Enterprises and many other national and global brands.
Previously she’s worked at such agencies as DDB New York, BBDO Chicago, UPROAR! (in both Dallas and New York) and Publicis Dallas. During this time she’s helped reinvent iconic brands like Alka-Seltzer, Aaron’s, Baskin-Robbins, My Little Pony, Twister and Clue, and helped build and launch new brands such as Orbit Mist and Mega Millions. She’s even helped re-imagine a few brands for the big screen, such as Transformers, Battleship and Ouija.
“Crystal is a new breed of strategist who combines a brand outlook with digital fluency,” says Shon Rathbone, Founder and Creative Chairman. “She’s the perfect person to fill the role of Strategy Director here at 3Headed Monster.”
“The industry is primed for nimble, story-focused agencies such as ours that are designed to create and execute at the pace our clients and their consumers are moving,” says Anderson about joining 3HM. “Working as both a brand strategist and a digital strategist has given me a unique perspective. I believe in powerful storytelling through connected experiences, which can only happen if you strip away the constraints that come from a one-sided view and start behaving like a hybrid thinker.”
Anderson says she was attracted to 3Headed Monster by its positioning as an agency that merges design, technology and digital proficiency and applies these combined disciplines to solving clients’ problems.
“I’ve worked at both large agencies and independent shops,” she observes, “and while there was smart thinking on both sides, neither had figured out the formula for creating impactful storytelling for a fast-moving, Uber-connected world. There was clearly an opportunity to take what was working well in our industry and create an agency that redefined advertising.
“To me, that’s what 3Headed Monster represents,” she continues. “Our combination of story, technology and design – powered by smart strategies – will propel our client’s businesses and create brands that are shaping and influencing tomorrow’s culture.”
3Headed Monster, which was launched by Rathbone and Creative Director Mark Ford last June, was recently named lead creative agency for the fast-growing restaurant chain Twin Peaks. Other clients include Chef’n, which produces a line of designer kitchen utensils; the tech startup Oyokey, which enables web searching via voice commands; and the fashion label Rascal.