NEWS12 October 2023

Leadership changes at Crowd DNA

News People UK

UK – Crowd DNA, Strat7 Group’s cultural insight and strategy consultancy, has appointed Elliot Pigram as global managing director, replacing founder and chief executive Andy Crysell, with Crowd DNA group managing director Matilda Andersson also due to leave the company.

Elliot Pigram

Pigram (pictured) will take up the new role on 1st January 2024 and will be based in London, with Crysell moving to the role of non-executive chair.

Pigram currently leads Crowd DNA’s Asia-Pacific offer in Sydney and Singapore, having worked at the organisation since 2018, first in London and later based in Sydney.

Andersson will leave in January 2024 to pursue interests outside of the market research industry, having served at the company for eight years during which she launched Strat7’s artificial intelligence offer.

In his non-executive chair role, Crysell will offer guidance to the new leadership team at Crowd DNA, including on strategic direction, brand and communications, and client relationships, alongside exploring new opportunities outside of the insight industry.

Crysell launched Crowd DNA in 2008, with the business acquired by Strat7 in 2020.

Pigram said: “I’m thrilled to be taking on this role, and to build on the incredible reputation that Andy has forged at Crowd DNA for cultural insights and strategy.

“Crowd DNA is such a special place, and that’s down to his vision and strategic leadership. I'm excited to continue that legacy in 2024, and beyond.”

Crysell added: “It’s been an incredible 15-year journey since starting Crowd DNA. I’m immensely proud of everything we’ve achieved as a team – not least, carving out such a special place in the industry for cultural insights and strategy.

“El taking on the global managing director position points to a brilliant future for the business. El really understands what Crowd DNA is about – the big commercial stuff, but also the principles that we hold dear.”