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M2SF LEAD | As M2SF's Brand Lead and President, Piet leverages over 20 years of diverse brand and product development experience; from launching new products and product categories as a strategist and lead account manager on Madison Avenue, to creating new brands, brand platforms, and global communications campaigns as an art director, copywriter, and creative director in San Francisco.
Piet has authored and co-authored many highly successful brand efforts, such as the Taco Bell “Think Outside the Bun” brand mantra and foundation, the Levis and Dockers web and interactive platforms, the "Easy Button" brand promise, the Lexus “Relentless Pursuit of Affection” global brand transformation, the Fox NFL “Claymation” brand personification, in addition to other brand evolution and transformation processes for Jaguar, FOX Sports, Nissan, Amazon.com, amongst many others. P 415.806.4822 E panvanpraag@m2sf.com |
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M2NY LEAD | Currently based in New York, Matt has worked in America, Europe and Asia, consulting, creating, and running brand communication for global luxury brands such as Chanel, Sony, Nike, Mercedes, Prada, Jaguar, Lexus, Honda, Trump Properties, St. Regis, Heineken, and many others. Matt started in New York at J. Walter Thompson where he rose through the ranks to Managing Director. He was then promoted to Director-in-Charge, Europe, working in London. He then became COO and CEO of DY&R Asia, where he worked for 5 years, winning "Asia Agency of the Year". He then returned to Y&R New York as Executive VP, and soon after co-created M2. | |
LINDSAY SIEGEL
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PARTNER & DIGITAL LEAD | Lindsay is beyond a digital diva - she is a master of connecting core human values with the power of technology. Her work is inspired by the people that she surrounds herself with, and they in turn are inspired by her vast technical abilities and infectious positive persona.
Lindsay started in the music world of Detroit, and then moved to San Francisco and attended the Academy of Art University. She was hand-picked by leading agency Goodby, Silverstein and Partners, where she leads the development of ground breaking interactive campaigns for the HP, Got Milk? and Chevrolet (just to name a few). Always wanting to further her reach, Lindsay partnered with M2SF where she has focussed on developing game-changing new brands, including the new peanut butter brand, Nut-rients™ - a company dedicated to fighting child hunger in third world countries. Lindsay’s innate technological knowledge and enthusiasm, combined with her core human connection, continues to bring greater connectivity and dimension to M2SF’s branding efforts. |
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SOCIAL EQUITY LEAD | Will Laughlin specializes in creating brands that integrate commercial and social value. “Today’s consumers demand products that are good and do good,” Laughlin says. “Social enterprise is no longer an oxymoron; it’s now the way forward for-brand-based companies.” After earning degrees from UC Berkeley and Stanford University, Laughlin spent most of his career starting and troubleshooting education, mental-health and wellness companies. This work involved senior-executive level leadership and brand creation/management. For the past several years, however, Will has focused exclusively on projects that reflect his passion for integrating the interests of business and philanthropy. He believes that the foundation of powerful brand communication is an elegant telling of the truth. “Consumers have a great instinct for detecting fluff and falsehood—especially when it comes to social enterprises; durable brands tell the simple truth”
In 2010 Will co-founded Nut-rients, a premium peanut-butter company that fights malnutrition abroad while providing great nutrition for US consumers. Nut-rients is Will’s purest effort so far to create a brand that fully leverages the power of commerce for the greater good. “We’re transforming consumers into philanthropists by the very act of consumption,” Will says, “and that’s pretty exciting.” |
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RESEARCH LEAD | Mark has been an explorer all his life. Most curious about people, places and culture, he has traveled throughout Europe, South America, Africa and the Antarctic. But his intuitive understanding of brands and how consumers use brands emanates from years of experience in product development (for the aerospace industry, for Honda); years as account planner at premier agencies Chiat/Day, BBDO and Team One; years as market researcher and professional moderator.
His talents include creative development; brand positioning and strategy; mindset segmentation; qualitative and quantitative research and qualitative moderation. He has particular expertise building brands and creating change in the automotive, entertainment/restaurant and high-tech sectors – Jaguar, Lexus, Nissan, Suzuki, Hyundai, Quaker State, Union 76, SmarTire, Michelin, M2 Collision Repair Centers, Automobile Club of Southern California, FOX FX Cable Network, Universal Studios Hollywood, p.f. chang’s, Apple Computer, LA Cellular. Mark places a particular emphasis on creativity, communications skills and finding out-of-the-box ways to get the most out of qualitative respondents. Combining technical expertise with consumer understanding and true compassion for the creative process makes Mark unique. Mark drives and maintains a 1995 Land Rover Defender 90 (supercharged), 2001 BMW M-Coupe, 1966 Corvette 427, 1967 Mercedes 230SL and a quiver of 8 surfboards. |
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DESIGN LEAD | Daniel is all things design, as he has always been inspired by anything and everything visual, from subway signs to nature. His love for design identity was further fed by the burgeoning skateboard culture of the ’90’s, where he found himself surrounded by hip skate brands in skateparks, on boards and cool t-shirts. This pushed Daniel into creating innovative website and identity design throughout his early years.
In 2005, Daniel moved from North Carolina to San Francisco, where he excelled at the Academy of Art University. There he was consistently featured in the University shows, including the annual events that recognize the University’s best and brightest. He was soon recognized outside of the University, and eventually became involved in projects for Collaborate SF, New York’s SKAGGS design, and M2 Brand Studios. |