Untangld
Untangld is an international strategy studio. We specialise in helping ambitious businesses grow by redefining how they win.
Agency Info
Prime Video - Escalating from Retailer to Entertainer
Intrepid Travel - Carving out Relevance and Distinctiveness in a Crowded Market
Stand+ Footwear - Rewriting the Rules of Performance Footwear
Cada - Creating a New Kind of Entertainment Brand by Tapping into Youth Culture
Centre for Multicultural Youth - Finding Our Voice So Others Can Use Theirs
Ocean Blue - Differentiating Australia's Favourite Fancy Fish
Moro - Repositioning Oil To Be As Interesting As You
Vida Glow - Scaling a Luxury Beauty Brand to Take Over the World
Future Friendly - The Future isn't Something You Wait For
WorkSafe - The Most Important Word in the Workplace
Wholesome Market - Making the Health Aisles at Supermarkets Obsolete
The Other Art Fair - Reframing a Revolutionary Art Brand
The Swiss army knife of strategy: How Untangld is cutting through marketing complexity
Untangld is the strategy studio cutting through industry noise with bold, evidence-led thinking that helps businesses transform
Emily Gray
Founding Partner + Business Director
Emily Gray brings extensive knowledge from her combined agency, client, and startup background, having worked with brands such as Diageo, Bank of New York, Vanguard, ANZ, SchweppesAsahi and O2. She specialises in connecting creativity and commercial outcomes and is a trusted advisor to both CMOs and CXOs alike.
Danish Chan
Co-founder + Strategy Director
Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.
James Needham
Co-founder + Strategy and Research Director
Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
Jamal Cassim
Co-founder + Business and Operations Director
A proven business leader to some of the world’s most innovative and successful B2B and government brands including AGL, CommBank, WorkSafe and the BBC. Jamal’s multifaceted experience includes the practical application of insight into meaningful growth strategies, processes and digital products. From start-ups to blue-chip businesses, he’s helped launch ideas, scale teams, revitalise systems, and worked with business leaders to level-up their models and approach to brand experience.
Edwina Olver
Experience Director
Edwina is a CX and digital transformation leader who thrives on empowering businesses to become more customer-centric in everything they do. Having worked as a CX leader, agile coach, researcher and practitioner of design thinking for almost 15 years in Australia, Edwina brings an open and collaborative leadership style coupled with a blended skillset to enable organisations and teams to deliver ambitious customer-centric change - inside and out.
Rachel Bruins
Strategist
Rachel’s expertise lies in driving customer-focused initiatives, with a strategic data-driven business mindset. With over 11 years in advertising and consulting roles, Rachel has acquired a unique skillet working across a diversified portfolio of clients and programs spanning across OOH, Experiential, Digital, Web, Personalisation, CX and UX. She’s had the opportunity to work on transformative brand programs such as the Honda portfolio, Samsung, Parmalat, Ripley’s, Amex, Smirnoff and more.
John Broadfoot
Design Partner, Prototyping
John, our Design Partner, Prototyping, turns strategy into something truly tangible. With over 17 years of experience in Melbourne and London, he pushes, tests, and refines ideas to bring clever concepts to life. His skills span brand identity, communications, digital design, and user testing. Known for his easy-going nature and strong communication, John builds lasting client relationships and collaborates closely with teams to deliver impactful, creative work across sectors like education, health, and government.
Toby Donaldson
Strategy Director
Toby's curious mind has helped shape brand, sustainability, and behaviour change work for the likes of easyJet Holidays, GSK, Microsoft, Shell, BP, Britvic, and The Bible Society. His experience spans everything from FMCG and finance to healthcare, always with a focus on helping organisations adapt, thrive, and make a positive impact. When he’s not working, he’s usually chasing the next adventure—on a mountainside or far offshore.
About
Why a strategy studio?
Because nobody has the time, patience, or money to bankroll shots in the dark. Because the right answer matters. Unbiased by channel, execution or ego, ambitious companies deserve an integrated strategy that delivers new ways to win. This is not about incremental improvements, but transformational advantage.
How we work
We are designed to serve modern business leaders through evidence-led, end-to-end strategy. From brand, customer, experience, communications, to capability and implementation. Although we help businesses solve lots of different problems, it can often be boiled down to three things.
(1) We create brands that attract an unfair share of the conversation.
(2) We identify audiences of disproportionate value.
(3) We capitalise on moments of disproportionate impact.
Our clients
We’ve helped deliver transformational thinking to over 100 clients.
Our team
We are a global, open, independent team of problem solvers who believe that karma is real.
We were born out of the intention to create a very different type of agency. Not bound by borders, politics, or execution, we bring together smart, open-minded strategic thinkers who have an uncanny ability to answer commercial ambitions, with the perfect mix of science, creativity and culture.