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I've launched (and ultimately sold) two agencies in the last 20 years. Kind of different from each other. Kind of the same.2002: Ramp. This one blended content creation, brand journalism, PR/comms and insight. We avoided RFPs as much as we could, preferring to design unique opportunities with our clients. It was a fun period. Digital created new possibilities but it was also too early for overbearing metrics to dominate. We were definitely making it up as we went along. In 2006, I sold Ramp (plus partner offer, Up-Comms PR) to St Luke's Communications, the renowned creative agency.2008: Crowd DNA. Working to an ambition of creating culturally charged commercial advantage, we grew to a hugely talented global team of 100+ and £15m annual revenue. Taking the best bits of insight and strategy, ditching the stuff that bored us to death, we encouraged our clients to look beyond customers, competitors and category, exploring culture for opportunities. I sold Crowd DNA to the Horizon Capital-backed Strat7 group in 2020 and there, as at St Luke’s, I sat on the executive board, contributing in areas such as acquisitions, US expansion and proposition (including developing Strat7’s ‘winning at change’ position).Way back, aged 16, my first job was as a foot messenger (walked around Soho delivering photos to ad agencies, listening to hip-hop on my Walkman and smoking - best job ever). I didn’t go to university. Instead, I got immersed in London club culture, excited by the emergence of acid house, but also by the adjacent ideas and DIY entrepreneurialism that came with it.I ran some parties, sold tickets to parties and helped others organise parties. I worked in a record store. I had a record deal (didn’t get beyond some test pressings). I wrote for fanzines and this was the bit that stuck. I spent the next decade as a music/subculture journalist, never quite getting over the shock of being sent records for free, or flown places to interview fascinating people, and experience all kinds of things firsthand.In between the journalism and the agencies, I got involved in the first dotcom boom, working as editorial director on a chaotic but immensely exciting startup. The money soon ran out, but the experience gained stayed with me.I’ve been doing some mentoring recently, and I’m up for doing more. I’m particularly interested in helping those who, for whatever reason, didn't have the opportunity to go to university. Or those looking to launch their own venture someplace at the intersection of brands and culture. Happy to chat if you think I can help.
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Co-FounderNo Way BackNew York, United States -
Consulting, Writing, Startup Development EtcSelf-Employed Jan 2024 - PresentHaving left my CEO role at Crowd DNA (guess I get to keep the founder bit), I’m excited to be doing new things. Right now: I'm shaping commercial projects with the Museum Of Youth Culture. I'm writing a book for Velocity Publishing about what happens when club culture and after-dark creativity converge with brands and advertising. I'm part of a team looking to relaunch a much loved members' club. I’m collaborating on startup propositions rooted in long-form editorial and curated media/experiences. I'm working with a number of founders/senior teams in an advisory capacity. And I'm doing plenty of mentoring.Always up for discussing more ideas. Happy to hear from you if you want to talk about the following type of things:- Non-exec/advising roles: brand positioning and proposition development | content and communications strategy | readying for acquisition | leadership and team structure | startup planning | growth and innovation | overseas expansion - Project consulting: cultural strategy projects across brand, comms, product and experience | thought leadership initiatives - Content, editorial and speaking opportunities: documentaries and writing | podcasts | content strategy | presenting on topics relating to culture, brands, strategy, agencies etc | guest lecturing- Training and mentoring: designing innovative programmes to help teams engage with cultural strategy | in mentoring, I’m particularly interested in helping those who didn't have the opportunity to go to university- Investing and entrepreneurialism: early stage investment and incubation | supporting ideas that enable social mobility | getting involved in fresh and inclusive perspectives on entrepreneurialism (because the current ones seem rather played out)
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Co-Founder | Head Of EditorialWithout Chemicals Nov 2024 - Present -
Co-FounderStudio Moyc Sep 2024 - Present -
Co-FounderNo Way Back Aug 2024 - Present -
Advisory GroupMuseum Of Youth Culture Jan 2024 - PresentExcited to be collaborating with and contributing ideas to the development of the very excellent Museum Of Youth Culture in 2024."Museum Of Youth Culture is a new emerging museum dedicated to the styles, sounds and social movements innovated by young people over the last 100 years. Championing the impact of youth on modern society, the Museum Of Youth Culture is formed from the archives of Youth Club, a non-profit Heritage Lottery & Arts Council funded collection incorporating photographs, ephemera, objects and oral histories celebrating our shared youth culture history. From the bomb-site bicycle racers in post-war 1940s London, to the acid house ravers of 1980s northern England, the Museum Of Youth Culture empowers the extraordinary everyday stories of growing up in Britain." -
Founder & Non-Exec ChairCrowd Dna Jan 2024 - Jun 2024London, GbWith much pride in everything achieved since launching Crowd DNA in 2008, I departed my CEO role (I guess I get to keep the founder bit) at the end of 2023. Across the decade-and-a-half, the business grew to a 100+ global team, generating £14m of annual revenue. Sticking to principles while also achieving that comes with plentiful challenges. I like to think we worked as hard on maintaining them as on hitting the numbers.I'm retaining a presence in the business, moving to a non-exec chair role, and offering guidance to the excellent new leadership team. -
Founder & CeoCrowd Dna Jan 2021 - Jan 2024London, GbMoved into CEO role following Crowd DNA's acquisition by Horizon Capital-backed Strat7 and our senior management restructure. After successfully leading the acquisition process in 2020, my focus was on group-wide strategy, comms, continued development of the Crowd DNA brand, priority growth drivers and leading the senior management team. We exceeded EBITDA target in all three years of earn-out. Also sat on the Strat7 exec board, contributing to strategy in areas such as acquisitions, US expansion and brand proposition (including creating the ‘Winning At Change’ positioning). -
Founder/Group Managing DirectorCrowd Dna Jan 2018 - Jan 2021London, GbFrom beginnings in London, Crowd DNA grew to also have offices in Amsterdam, New York City, Singapore, Sydney, Stockholm and Los Angeles. I worked across the offices on growth strategies; new market and innovation opportunities; agency comms, positioning and thought leadership; partnerships and key client relationships. -
Founder/Managing DirectorCrowd Dna Jul 2008 - Jan 2018London, GbFormed in 2008, operating across 75+ markets, Crowd DNA brings together trends specialists, researchers, strategists, data analysts, designers, writers and film-makers for the world’s most exciting brands.Across the years, I've grown the business from a launch team of three in a small room in Shoreditch to a headcount of 100 smart and creative people based in seven amazing cities around the world. We've won endless awards, worked with almost every client worth working with, shaped the strongest brand in our category, developed the strongest team, embraced truly motivating challenges and had the most fun possible. -
Managing Director At Ramp IndustrySt Luke'S Communications Jul 2006 - Jun 2008London, Greater London, GbRamp Industry was acquired by creative agency St Luke's and established as a new division of their integrated offering. Sitting on the St Luke's board, I managed the process of Ramp Industry feeding in expertise to parent agency clients such as IKEA and Strongbow, while also developing financial growth via Ramp's own stand-alone work. -
Founder/Managing DirectorUp Comms 2005 - 2008Partner business to Ramp Industry, providing innovative PR solutions to music, festival, film and brand clients; working creatively across online, print, TV and radio.
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Founder/Managing DirectorRamp Industry 2002 - 2008Agency offering an innovative mix of research and content creation services, including lots of exciting and early work in the fields of co-creation, user generated content and online research/research communities. Culturally oriented highlights included devising a co-creation activation for a Darren Aronofsky movie, digital art partnerships for the release of Walk The Line, drafting Dizzee Rascal into a Sony PlayStation DIY music culture initiative, getting Peter Blake to customise a Honda scooter, Gareth Pugh to ideate for a BMW/Storm Models collaboration, commissioning short stories to appear on the bottles of a new vodka launch, content for Napster, producing a London Fashion Week mag for Topshop, creating award winning online music and lifestyle mags, and the first iteration of the enduring Channel 4 UK Tribes project. Ramp started life in Brixton before moving to the more uptown environs of Bloomsbury.
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Editor/Editorial DirectorAmmocity 2000 - 2001First wave dotcom endeavour featuring an energised mix of music, satire, politics, fashion and social commentary across a format which included bringing a range of noted lifestyle/music journalists online for the first time, programming radio content from bands and DJs, live events and a burgeoning community. Lots of traffic, notoriety and press coverage - however, as with many dotcoms of the time, not quite so successful in locating a viable revenue stream!
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Freelance Writer/EditorNme, The Face, Mtv, Muzik, I-D, Dazed & Confused, Vox, Arena, Sleaze, Mixmag, Dj, Spin Etc Jan 1994 - Dec 2000Freelance writer/editor covering music in detail plus regular forays into film, technology, gaming, innovation, media and social change. Got to travel a lot and meet visionary/famous/absurd people (interviewed Wu-Tang Clan, Derrick May, Carl Craig, Frankie Knuckles, Public Enemy, Ken Kesey, Aphex Twin, De La Soul, Eminem, Bjork, Suge Knight, Dr Dre, William Gibson, Jeff Mills, Madonna, Daft Punk, Beastie Boys, Jay Z, Tricky, Cocteau Twins, Francois Kevorkian, Masters At Work, Snoop Dogg, Mary J Blige, Nas, Massive Attack and Morgan Freeman, among countless others). Also worked on branded content projects, as an A&R and PR consultant for record labels and gaming companies, co-wrote a book and helped develop early interactive TV offerings (back when the red button was the future).
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Frequently Asked Questions about Andy Crysell
What company does Andy Crysell work for?
Andy Crysell works for No Way Back
What is Andy Crysell's role at the current company?
Andy Crysell's current role is Co-Founder.
What is Andy Crysell's email address?
Andy Crysell's email address is an****@****dna.com
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Andy Crysell's direct phone number is +4420310*****
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Andy Crysell has skills like Strategy, Qualitative Research, Social Media, Digital Strategy, Content Strategy, Customer Insight, Market Research, Digital Marketing, Consumer Behaviour, Advertising, Digital Media, Segmentation.
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