Dazed Studio is deepening its presence in North America with the launch of a dedicated U.S. Brand & Cultural Strategy Division, expanding beyond creative execution to offer strategic consulting aimed at helping brands navigate an increasingly fast-moving cultural landscape.
Leading the new division is Izzy Farmiloe, who has been named Global Head of Strategy & Growth. Based between London and New York, Farmiloe will oversee Dazed Studio’s strategic consulting practice while supporting the agency’s continued international expansion. She reports to Jamie Knowles, Managing Director, North America.
The move comes as more brands seek agency partners that can provide cultural intelligence, audience insights and narrative development alongside traditional creative services. Dazed Studio said the new division formalizes capabilities that have grown organically in recent years, including cultural research, brand strategy, growth planning and storytelling.
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“Brands today need more than visibility,” said Farmiloe. “In a landscape where culture moves faster than ever, and communities shape trends from the ground up, they need cultural relevance, a clear narrative and a deeper understanding of audience behavior.”
She added that the agency’s new Dazed Studio Insights offering combines strategic consultancy, cultural intelligence and editorial expertise to help clients identify emerging opportunities before they become mainstream.
Supporting Farmiloe are two new hires: Lindsey Okubo joins as Associate Director, Brand & Narrative Strategy, where she will focus on brand positioning, narrative systems and strategic storytelling, while Yilin Ye has been named Junior Researcher, Culture & Innovation, specializing in emerging consumer behaviors and cultural trends.
The expansion follows rapid growth for Dazed Studio in North America, where the agency says its team has more than tripled in size since launching in 2024. The agency has built partnerships with brands including Nike, Hinge, Spotify, Cash App, Lenovo and Smirnoff, while also expanding into technology, automotive, beauty and consumer sectors.
“Dazed has always operated at the intersection of culture, creativity and community,” said Jefferson Hack, Co-Founder of Dazed Media and Chief Creative Officer of Dazed Studio. “Expanding our strategic capabilities allows us to work with partners in a deeper and more transformative way, helping brands not only respond to culture, but actively shape it.”
Farmiloe, Okubo and Ye assume their new roles immediately.
