Renowned strategy, design and communications company COLLINS is strengthening their approach amid the shifting role of brands in society by welcoming Taamrat Amaize as their new Head of Strategy.
In her new position, Amaize will further emphasize the importance of strategic insight in each of the consultancy’s key offerings as well as continue to refine their unique creative process. Her approach to brand building shatters conventional standards, challenging clients to consider broader and more diverse perspectives in their company narratives as well as examine the true face of their brand in the world. Amaize believes that Brand is a key driver that grows and scales Business and that brands must do more to be responsible for the communities they serve and support. The goal is to have a positive, ethical impact with everything they do.
“We’re living in a seminal time,” Amaize explains. “‘Brand’ as a marketing concept has never been more simultaneously powerless and powerful. There is a large, vocal and constantly growing subset of audiences that are viscerally allergic to traditional branding. So much feels manufactured and contrived. They distrust companies that will do and say anything just to scale, leaving societal landmines in their wake. So people now demand that the brands they support contribute and regenerate value rather than extract and exploit it. They want brands to take a real and clear position, make it part of their business and be consistent. So that’s what I’m intent on doing more of at COLLINS — strengthening, growing and scaling our clients’ businessesin a way that can make a real, unignorable impact.”
Over her career, Amaize has worked with global brand consultancy Interbrand, and boutique firm Wolff Olins, guiding Fortune 500 clients through brand and business transformation before joining COLLINS
. Amaize is also Co-Founder and Creative Strategy Director for Skill Committee, a collective-based agency of brand and business consultants, strategic thinkers and creative directors hailing from the world’s leading brand, advertising and consulting firms. Her work has championed strategically creative approaches to solving business challenges, moving beyond the traditional confines of branding to help businesses grow with equity in mind.
“COLLINS works with brands who are courageous enough to be fully seen and heard, to be overt and have radical impact. That’s really what interested me most about joining this community,” Amaize continues. “Brands like that have the most powerful assets. Especially now, in the midst of a global pandemic, an economic downturn, and such social strife, powerful brands are beacons. They transmit a strong, clear signal that gives people and communities something worthwhile to believe in and ideas that rise above the noise.”
Amaize has already had an impact at COLLINS with her work on the reimagination of Robinhood, a pioneer in commission-free trading built on the philosophy that everyone should have clear pathways to wealth creation. Inspired by her mission of equity, Amaize’s work on the launch helped Robinhood articulate and strengthen its brand around this courageous ambition and help build it company-wide.
“Tammy’s academic and professional achievements place her at the pinnacle of strategic thinking. And our work with her and our clients over the last year proved that again and again,” says Brian Collins, Chief Creative Officer of COLLINS. “And she has that one quality that is as rare as it is powerful — and it’s the best strategy to use in every client puzzle we face: She cares.”