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The Washington Independent
The Washington Independent

Syndicate Sub Rosa and Alexei Orlov partner to bring brands back to life

Syndicate Sub Rosa and Alexei Orlov partner to bring brands back to life

Syndicate Sub Rosa is a branding agency that emphasizes applied empathy, cultural insight, and creative intelligence as it reimagines, reinvents, and assists brands in finding their full potential. The branding and marketing company is one of four agencies that fall under the all-encompassing MTM umbrella run by Alexei Orlov.

Ceri Sinclair
Jul 23, 2021

Table of Contents

Syndicate Sub Rosa is a branding agency that emphasizes applied empathy, cultural insight, and creative intelligence as it reimagines, reinvents, and assists brands in finding their full potential. The branding and marketing company is one of four agencies that fall under the all-encompassing MTM umbrella run by Alexei Orlov. Given Alexei Orlov's inspiring past, working with countless brands across the globe, it should come as little surprise that Syndicate Sub Rosa has an extensive global reach and clients scattered into every corner of the universe as well. However, it is not just Alexei Orlov and MTM's partnership that has helped the agency grow. Instead, it is the simple fact that Syndicate Sub Rosa offers an innovative approach to marketing that simply works.

The Psychology Behind Syndicate Sub Rosa's Approach

“We bring together research, strategy, and design to clarify purpose and drive growth, engagement, and awareness for brands.”

One of the main reasons Syndicate Sub Rosa stands out amidst a crowd of competitors begins with its process, which includes delving into the brand landscape using emotion and empathy as the viewing lens. 

If a brand has lost its connection with its audience, Syndicate Sub Rosa examines why this is occurring. Once analyzed and understood, it can solve the issue and reconnect the brand with its people. 

Alexei Orlov, MTM CEO, is incredibly skilled with the use of ‘applied empathy’ as a core marketing tactic. This connection very well could be what initially drew Orlov to Syndicate Sub Rosa. He acquired the branding agency in 2017 to make it an essential part of his specialist-driven brand-activating corner of the marketing world he calls MTM (Moments That Matter). 

And speaking of psychology

The Psychology Behind Syndicate Sub Rosa's Approach - Part II

Once unearthing the breakdown of communication between a brand and its marketing message, Syndicate Sub Rosa looks at its data to create brand messaging solutions that will stay relevant, strong, and echo timelessly across the globe. In other words, while the company strives to remain culturally and contextually relevant, Syndicate Sub Rosa assists them in realizing that the most vital campaigns transcend time by focusing on the practice of evoking strong emotion instead of relying on temporary fads. Catchy advertisements work short-term, but long-term connections build a customer base that will follow a brand for life.

To this end, while building a new marketing campaign, approach, or platform, Syndicate Sub Rosa pays special attention to the responses of multiple test audiences and continually refines its approach before bringing a brand to life. The average marketing campaign for consumers consists of ad campaigns, digital experiences, creative copy, spatial design, and a strong new visual identity that embodies a brand. Syndicate Sub Rosa gives brands the essentials and so much more.

Syndicate Sub Rosa sports an impressive list of clients that includes:

  • Nike
  • ACLU
  • Tiger Woods / TGR
  • Lucid
  • Gwyneth Paltrow’s Goop
  • Herman Miller
  • Pantone
  • Carlyle

A closer look at syndicate Sub Rosa's partner: MTM

Syndicate Sub Rosa is one of four affiliate agencies that make up mtm, a global network of tech-enabled agencies connecting people and brands by creating and cultivating diverse and meaningful activations. Alexei Orlov is the force behind MTM. Orlov started and grew MTM after a dynamic career creating a host of powerful marketing campaigns and reinvigorating some of the world’s largest brands, leading him to achieve great praise in the global marketing community garnering multiple awards and honors.

Today Alexei Orlov’s MTM has grown his marketing network and represents over 160+ clients, including Toyota, Hallmark, eBay, Bose, Google, State Farm, and more. With offices in Los Angeles, Milan, London, and Shanghai, mtm represents the needs of a diverse client base that demands support in multiple international markets. The boutique holding group of highly specialized marketing professionals provide customized support to brands on-demand.

The man behind the brand: Alexei Orlov

Alexei Orlov has been working in the marketing industry for over 30 years. During those decades, Alexei sharpened his global marketing skills by working with clients in more than 40 countries. Before starting his global marketing network, Alexei Orlov worked for various Fortune 500 companies. He was a founding member of Paperchase Retail Group before its sale to WHSmith plc.

Following the sale, he became the youngest executive to work at Avon when he assumed the Marketing Director of Avon Cosmetics and then moved on to his role as Global Brand Communications Director for Volvo and Marketing Director of Volvo UK. Before creating Alexei Orlov, MTM CEO, Orlov was the Senior Advisor to the Chairman and CEO of SAS Group. The SAS Group represents a wide range of companies and is an $8 billion division of Omnicom.

Alexei Orlov has been lauded and praised for his creative and marketing, and brand activation approach throughout his career. He received the CMO of the Year award in 2012 and 2013 from the World Brand Congress and in 2013 also received the Cannes Gold Lion Award. During the same year, he was also named a keynote speaker at the Global Brand Forum. 

Never one to sit still, Alexei Orlov is a regular columnist at Psychology Today and contributes content regularly to Thrive Global in addition to running MTM. 

Syndicate Sub Rosa, alongside Alexei Orlov’s other specialist-focused marketing acquisitions, will play a significant part in assisting Orlov’s market influence to stretch across the globe even more definitively than before.

About Alexei Orlov

With experience spanning 30 years, 40 countries, and 50 brands, Alexei Orlov has made life his business and business his life as a seasoned leader in Global Marketing. Alexei’s passionate and dynamic leadership has been a driving force throughout his career, a proven specialist in global brand strategy, marketing deployment, and operational change management.

Alexei Orlov is the Founder and Global CEO of MTM choice, a boutique network of skilled practitioners specializing in high-precision brand activation and media optimization. Bolstered by market-enabling technologies, MTM agencies seek to help brands excel at the “moments that matter” for their customers and consumers.

Ceri Sinclair | I promote contact between clients, consumers, and companies in order to complete projects. I have over 10 years of experience in management consulting, team building, professional development, strategic execution, and business engagement in both the public and private sectors. I've worked on projects for TechPoint International, Cyberry, and Induster.


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