Director Hires for The Forge

London and Amsterdam-based strategy consultancy The Forge has appointed Mem Fidanboylu and Charlie Archer as Directors in its UK offices.

The Forge was founded in 2013 by Simon Garnett, Steven Melford, Karl Miley and Ben Glassock, and combines consumer insight and commercial expertise to develop customer-driven business strategies.

Fidanboylu (pictured top) joins from Freemavens where he was Chief Strategy Officer, overseeing the strategy and consulting practice. He spent a total of nine years at the company in two separate spells, and in between was Senior Brand Strategist at creative consultancy venturethree. His new role brings this experience to bear on challenges for clients of the firm's consumer strategy practice.

Archer (pictured below) worked at Deloitte and Accenture, before serving as Head of Data for ad agency Saatchi and Saatchi, then founded an AI Lab for independent agency network Next 15. He specialises in building bespoke AI products.

Co-founder Garnett comments: 'We're delighted and incredibly lucky to be bringing Mem and Charlie onboard. Our strategy clients will benefit enormously from Mem's breadth and depth of experience and Charlie will be leading an ambitious program to help us and our clients take full advantage of an AI future.'

Web site: www.thisistheforge.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.