Matt started Decoded in 2014 with the goal of combining data and creativity to turn the traditional agency model upside down. He honed his strategy skills at creative juggernauts like BBDO and MRY, but saw there was an opportunity to create an integrated offering that led to fun­da­men­tal­ly better outcomes for brands. Inspired by the sports analytics revolution, Matt created Decoded to make a dent in the industry and change the way we think about advertising.

It would seem that David had seen it all – the big agencies, smaller firms, in-house teams, and the wild-west of owning his own business – but what he was really searching for was a place that would inspire his natural curiosity and creativity. Behind him a storied list of clients: Dos Equis, Heineken, Ford, Charles Schwab, Coca-Cola, Volvo, Reckitt Benckiser and Diageo. And with those, recognition of every major industry award. Ahead of him, a new frontier of crafting creative work surrounded by like minded explorers, artists and scientists, all driven to change the game.

A fascination with human behavior and culture creation brought James to the world of advertising. He sought out oppor­tu­ni­ties to work with world’s most famous brands, athletes, musicians and platforms eventually leading global teams at creative agencies such as 72andSunny, R/GA, Anomaly, doing highly visible campaigns for adidas, Instagram, Beats by Dre, ESPN, Budweiser, Sprite, etc. Having seen data science transform the world of sports and music, James came to Decoded for the opportunity to help transform the creative process and to build multi-dimensional brands capable of better under­stand­ing the diverse experiences of their consumers.

Val is all about stretching the bounds of strategy: from upstream brand positioning and innovation work to driving creative campaigns to teaching strategic design at Parsons The New School. At Decoded, Val leads all aspects of Creative Strategy across our clients. She has over 10 years of experience at top creative agencies like Anomaly, Mother and was a Founding Partner and Co-Head of Strategy at Wolf & Wilhelmine. She’s also focused on stretching into the future with her work with the Chan Zuckerberg Initiative and with Google’s Advanced Technology and Projects group. Luckily for her stretch metaphor, she also really enjoys yoga.

Jordan has made a career building, growing and managing businesses in the advertising industry. During the 80’s and ​‘90s, he was a leading banker for advertising giants. In the late 90’s, he led the complete trans­for­ma­tion of a global agency. In the 2000’s? Jordan schooled and nurtured leading agencies in social media and shopper marketing. So, it only made sense that in the 2010’s and beyond Jordan continue to pioneer the trans­for­ma­tion of the industry at large with Decoded. 

A love of french bulldogs and years of experience helping brands evolve, expand, and disrupt brought Lauren and Decoded together in 2016. Lauren’s instincts and approach to Brand Management were crafted from working with brands like Crayola, Chase, AB InBev, LVMH, Verizon, and Nestle Purina. She brings a thoughtful perspective on how to help clients chase their ambitions with data, creativity, and curiosity. In her spare time, Lauren enjoys reading every single word in any given catalog and dreaming up fake ads to run on 1010 WINS.

Arielle started Decoded’s Project Management department and internal Production Studio. Combining operational expertise with an innate ability to bring people together, she makes Decoded’s creative operations more effective and efficient. Prior to Decoded, she helped launch VICE Media’s music channel Noisey, led marketing at PAT McGRATH LABS, and managed the award-winning Visa portfolio of projects at MRY. 

Harry joined Decoded in May 2020 to oversee all data initiatives, including measurement, product development and reporting automation. Prior to Decoded, Harry led brand marketing measurement at Expedia Group, covering the Expedia, Travelocity and Orbitz brands. He also worked at SocialCode, leading paid media management for brands such as Williams-Sonoma, Nestlé and Best Buy.

As Decoded’s CFO, Chris is relied upon to ensure that the agency’s finances are secure, reported accurately and are in compliance with today’s increased level of statutory require­ments.

Prior to joining Decoded in 2017 Chris worked at various advertising and promotional marketing agencies (both big and small) including Kirshenbaum Bond Senecal & Partners, Warwick Baker O’Neill, MVBMS Euro RSCG (Havas NY), and McCann-Erickson.

Chris escapes NYC nightly to his Connecticut home where he lives with his wife Lauren, and their two daughters.

James joined Decoded in 2017 to found the media strategy and buying practice. Prior to Decoded he led media buying and developed consumer insights technology at SocialCode. James’ career has been focused on driving bottom line outcomes through innovative marketing solutions. James’ teams bring a media approach rooted in economics, statistics, and marketing principles to deliver market-beating business growth.

Laura joined Decoded in 2018, having most recently worked as an independent consultant, developing brand strategies and frameworks for everyone from Fortune 500 orga­ni­za­tions to small creative startups. Prior to that, she held roles as Brand Creative Director for Kickstarter and D’Addario, and as a copywriter for agencies including BBH NY, Saatchi & Saatchi, and Euro RSCG. Her diverse range of experience developing content, messaging, and performance and brand work for clients, agencies, and strategic con­sul­tan­cies alike provides her with a unique skill set that combines big-picture thinking with hands-on execution. She is passionate about pushing for work and agency cultures that are as ethical, equitable, and enjoyable as they are effective. She’s also a pretty good ceramicist, should you ever find yourself in need of a new mug.

Victor’s background and early career were centered around various avenues of visual design, including brand, identity, information, and UI design work for brands like Volvo, IBM, and the American Red Cross. In crossing over into advertising he has maintained and built upon that design oriented outlook in the ideas, campaigns, and creative platforms he’s created for Jaguar, Visa, Dollar Shave Club, Booking​.com, HP, Reckitt Benckiser, and Penn State, among others. Having been with Decoded since day one(ish) his goals are relatively simple and haven’t changed a whole lot over that time – to create smart, impactful, beautiful, fun, bold, nuanced, modern, timeless, cerebral, dumb, evocative, unique, effective work alongside smart, good-hearted, talented people with diverse backgrounds and points of view.