Founded in 2025 by former Crowd DNA executive Joey Zeelen, Øutlier has teams in Amsterdam and London and has established a UK base at Netil House in London Fields.

Pigram (pictured, right) joins the business as co-owner alongside Zeelen and will help shape the agency’s international growth. With almost 20 years in insight and strategy, Pigram previously spent eight years at Crowd DNA, most recently as global managing director.

Lipscomb (pictured, left), formerly partner at The Mix before a period of freelancing as an insight consultant, joins as senior director. He will help lead client work and deepen Øutlier’s offer.

Øutlier’s aim is to build a senior, internationally connected consultancy of strategists, researchers and cultural thinkers.

Joey Zeelen, founder, said: "Our plan was never to become the biggest agency in the room. We'd much rather be the one clients call when they're tired of hearing the same – usually pretty bad – answers. Elliot and Sam are exactly the kind of people who make that possible: brilliant strategists, endlessly curious and not particularly interested in taking the obvious route."