The Office of Applied Strategy is an independent management consulting and brand strategy practice led by Tony Wang, founded in 2020. Operating at the forefront of culture and technology, OAS builds compelling brands at scale.

We partner with business and creative leaders to create full-stack brand systems for established and emerging businesses: brand positioning, cultural insights, business development, advertisement campaigns, financial modeling and beyond. We optimize our client’s return on investment in brand equity in a quantifiable manner.

We believe that scale does not dilute a meaningful brand point-of-view, but acts as a transformational catalyst that requires a systematic, interdisciplinary approach to nurture.

Typically, we work with clients on defining a strategy and translating that into an actionable roadmap, operating model, and implementation plan — whether on a macro-scale (eg: global editorial strategy for Netflix Films) across the business itself or on a specific activation (eg: Prada's Spring Summer 2021 campaign).

Additional case studies are available upon request.

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We operate as a hybrid between a management consulting firm, brand strategy agency, and think tank — with a focus on brands at the intersection of culture and technology.

Our unique setup allows us to seamlessly bridge the gap across business, culture and research in order to provide compelling strategies and systems to clients that allow them to respond confidently to the future.

We custom build teams or collaborate with other agencies for projects—pulling in collaborators from tech, academia, management consulting, creative agencies, finance and beyond.


Tony is a marketing executive and brand strategist with over a decade of multinational experience in luxury, tech and management consulting.

Prior to founding the Office of Applied Strategy, he has held leadership roles at various luxury companies overseeing strategy across brand, content and digital including SSENSE. He has also previously worked at McKinsey, Google & IDEO.

He holds an undergraduate business degree from Wharton, and a master's in bioethics at the University of Pennsylvania's School of Medicine.

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