Who We Are
Audacity is the only branding + marketing communications agency that builds high-performance, radically differentiated life science brands with healthcare providers, key opinion leaders, labs, pharma and patients, by creating brands and brand experiences that tangibly impact markets’ behaviour in their favour, through our proprietary C.O.D.E. approach.
We excel in unconventional brand launches and refreshes (product and corporate) and merger/acquisition brand management. Our solutions include brand research, brand positioning and architecture, naming, design, corporate identity, branded experience, brand management, and brand tracking, for both digital and traditional media.
We deliver strategically sound brands – by adding the often missing layer of strategic guidance that ensures your marketing investments yield the highest return. We understand your space – by focusing on life science marketing, strategic branding and communications for medical imaging, biotechnology, genetics and medical instruments and devices. We deliver true innovation – by throwing away conformism and dogmas and dismissing “me too” solutions.
Our suite of superior branding solutions help maximize brand equity creation. They include “integrated branding solutions“, such as brand revitalization and creation, and “a la carte branding solutions“, including brand audits and brand positioning, for corporate, division and product levels.
As a member of the E3 Network, our clients can rest confidently knowing that their brand’s name is in good hands – locally and globally. This network expands our global capabilities by allowing us to provide something more life science clients have come to expect from their branding partners – that is global strategy with a local touch. We leverage not only our own industry and branding knowledge, but that of our network partners in order to ensure your brand sees maximum ROI on its marketing investments, no matter the target market.
Current/past clients include Siemens, Samsung, Illumina, Kodak and Sony, plus a range of ambitious start-ups.
People
In a service business, people make all the difference. At Audacity, we are strategic branding and communication experts, with a balance of skills including research, strategy, and creativity. Meet key Audacity team members:
Gaëtan Fraikin / Audacity Chief + Brand Strategy
Gaëtan is Audacity’s passionate founder. He is internationally recognized for his branding strategy expertise, and critical mind – always challenging dogmas and preconceived ideas. He uniquely masters in-depth strategic thinking and unconventional creative approaches, a model he extended to Audacity, turning it into a leader in true strategic branding.
Prior to founding Audacity, Gaëtan held executive positions in Belgium, France and in the US with technology and consulting leaders, including KPMG Consulting, now Bearing Point. Gaëtan also serves on the Board of the San Diego chapter of the American Advertizing Federation (Ad Club). Gaëtan has experience in the areas of life sciences and technology marketing strategy, strategic branding, creative directing and strategic management. Gaëtan is also proud to teach a class on Branding at San Diego State University (SDSU).
He received his degree in management engineering from H.E.C. in Belgium. Gaëtan speaks four languages, is the proud dad of 2 amazing girls, and husband of the best wife! He loves running, traveling and mountain biking.
Amy is the co-founder of Audacity. She heads Audacity’s support functions, including finance, human resources, legal and procurement. Amy lived and worked in the US, Belgium and France.
Prior to co-founding the agency, Amy focused her skills on education and psychology. She received her BA in Psychology from the Open University of London, UK.
Ramya has a Master in Business of Biosciences and is Audacity’s Scientific Advisor + Head of Business Development. Her professional interests include applying her experience in consumer genomics, bioinformatics, molecular biology wet lab and life sciences marketing to enable the client’s visions in personalized medicine to come to life. Her role on the team is to develop relationships with companies in Life Sciences industry and build branding strategies that blend innovation, market knowledge and competitive landscape analysis for consumer genomics and biotech companies.
Prior to Audacity, Ramya worked as Consumer Genomics Marketing intern at Illumina and Graduate Student Consultant for Life Technologies. She received her “Master in Business of Bioscience” degree from the Keck Graduate Institute of Applied Life Sciences. Based on her background, she proudly considers herself a “Hybrid” of both the business and science arenas.
Originally from India, in her free time she loves to watch Bollywood movies, follow her passion for Zumba dancing and engage in her hobby of photography.
Taichi is the head of interactive media at Audacity. His is a digital tech junkie. He doesn’t quit until he finds the best solution to whatever challenge he is facing!
Originally from Nagoya, Japan, he has been living in the United States since 2000. He graduated from San Diego State University, receiving a Bachelor’s Degree in Graphic Design. He spends most of his free time watching action movies (“Aliens” is his favorite!), designing websites (tough ones), and playing video games (World of Warcraft and Halo Reach!).
Heather heads client relations at Audacity. She has had previous experience in marketing and communications working at various international organizations and enjoys branding, marketing, and advertising.
Heather graduated from the University of California, Santa Barbara with a major in Communication. She loves country music, playing tennis, and traveling.
Jeremy is Audacity’s head of Research. His keen eye for detail ensures both an efficient and effective use of resources to help better help his team develop the optimal branding strategies. Additionally, he runs Audacity’s social media department.
He received his degree in Sociology from Princeton University in Princeton, NJ. In his spare time he enjoys reading great works of literature, light grassroots campaigning for local political offices, creative writing, and photography. But most of all, he loves taking on new challenges!
Values
Our agency is focused on the pursuit of excellence in 3 areas:
1. Performance
Audacity’s ultimate goal is to maximize the performance of your brands. This value drives our entire organization, from solutions, to processes, to organizational structure. This pushed us to constantly reevaluate all those aspects, and make the necessary improvements in pursuit of the bigger goal.
Audacity works tirelessly on every project to generate results. But we also work smarter to maximize efficiency, by reducing time and minimizing budgets. Efficiency is a value that we also apply to the interactions with our clients, ensuring that their time and investment is also optimized. One way to stay ahead was the design of integrated web-based solutions to share all key planning, creative and account information with our clients.
Audacity strives to deliver a consistently superior experience, based on respect, simplicity, flexibility and fun. We are passionate about what we do, and it is communicative, which add another positive layer to the experience. We check our egos at the door, and we collaborate with our clients to create the magic they are expecting. And that’s a trip!