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. In doing so, we often work with brands to solve for key questions around new business models and growth opportunities.

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. We engage with brands both on a macro-scale (eg: defining the global editorial strategy for Netflix Films, or developing an industry-first e-comm strategy for David Zwirner), or on specific brand activations (eg: Prada's Spring Summer 2021 campaign).

We also run a think tank arm that regularly publishes research in collaboration with academic institutions, research firms and publishers, such as Highsnobiety and Boston Consulting Group (eg: our white paper on the future of influencer marketing in China for Gen-Z luxury consumers).

Case studies and research papers are available upon request.

Please reach out to us about new project inquiries at


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 operate in an agile manner, often building custom teams for clients—pulling in collaborators from tech, academia, management consulting, creative agencies, finance and beyond. This way, clients don't have to deal with bloated agency staffing on engagements.


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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