Insight studios Inner Chapter and Episode merge

Inner Chapter and Episode are owned by Hong Kong-based holding company Archetype, a venture capital business.  

The merger of the two entities will establish Inner Chapter as a China and US-based insight and strategy studio, with the Episode brand name dropped.

The merger will bolster shared capabilities around developing brand strategy through cultural research, and extend the ability of Inner Chapter to conduct more geographically expansive work.

Leading the business will be Alex Wilson and Julien Lapka, co-founders of Inner Chapter, working alongside local senior managing partners.

Ashley Pao, managing partner of Episode, and Episode principal Minette Yao, become managing partners of Inner Chapter.

Alex Wilson, co-founder of Inner Chapter, said: “The two studios’ respective home markets are globally influential. They are often the genesis of influential cultural trends and innovative business models; having a connected presence in each market allows us to live by our stated mission of transforming cultural insights into commercial IP.”

The combined team has a headcount of around 40 consultants with experience across ethnographic research, qualitative analysis, business consulting and client-side research and development.

In addition to its offices in Shanghai and Los Angeles, Inner Chapter has a presence in Portland and New York.

Julien Lapka, co-founder of Inner Chapter, said: “Our strong financial standing gives us the confidence to further invest in our people and develop the brand’s geographic reach as we spend more time in markets such as Korea and Western Europe.”

The company said the move follows new business wins with global remits.  

Ashley Pao, managing partner of Inner Chapter, said: “Clients seek strategic stewardship and continuity across continents. Bringing together the world’s two biggest consumer markets under one agency brand delivers this.”