3Headed Monster (3HM) was launched by industry veterans Shon Rathbone and Mark Ford last June to integrate brand storytelling, design and technology. Now, the agency has named Crystal Anderson to the newly created position of partner/strategy director to help connect these services for clients. She will head all strategic efforts for the agency and clients, ranging from brand positioning and consumer research to digital strategy.
“Crystal is a new breed of strategist who combines a brand outlook with digital fluency,” says Shon Rathbone, founder and creative chairman. “She’s the perfect person to fill the role of strategy director here at 3Headed Monster.”
Anderson joins 3HM from SapientNitro in Atlanta, where she was director of marketing strategy and analysis, leading the digital experience strategy for MD Anderson Cancer Center and Coca-Cola Enterprises, among others.
Previously, Anderson worked at agencies such as DDB New York, BBDO Chicago, Uproar! (in both Dallas and New York) and Publicis Dallas.
"Crystal and I worked together many years ago at Publicis," says Rathbone. "When the time came to add strategic muscle to the shop, she was my first call because her hybrid skill set is the perfect fit for our agency vision."
With experience at both independent and larger agencies, Anderson was attracted to 3HM's start-up culture.
“While there was smart thinking on both sides, neither had figured out the formula for creating impactful storytelling for a fast-moving, Uber-connected world," says Anderson. "There was clearly an opportunity to take what was working well in our industry and create an agency that redefined advertising. To me, that’s what 3Headed Monster represents. Our combination of story, technology and design — powered by smart strategies — will propel our client’s businesses and create brands that are shaping and influencing tomorrow’s culture.”
She has relocated from Atlanta and is now based in Dallas. As the agency continues to grow, Anderson will build a "robust strategic group under her," says Rathbone.
3HM's clients include restaurant chain Twin Peaks, Chef’n, which produces a line of designer kitchen utensils, the tech startup Oyokey, which enables Web searching via voice commands, and the fashion label Rascal.