About

An independent strategic consultancy for consumer brands.

We advise leadership teams on brand strategy, growth, market entry, launches, campaigns, social, creators, partnerships and customer experience.

Moon Above works with brands across sport, food & beverage, lifestyle, hospitality and consumer tech. Engagements address a defined problem: slowing growth, a proposition customers do not understand, market entry, a launch, a campaign, an agency roster or inconsistent execution.

Our role is to help leaders decide which customers to prioritise, how to compete, what to launch and where to invest.

Recommendations are translated into positioning, proposition, messages, agency briefs, launch plans, channel priorities and measurement criteria.

The founder

Jean-Baptiste Quesnay

15+ years in brand strategy and marketing
Founder and strategic advisor
International team leadership
Consumer brands
Senior leadership advisory

Jean-Baptiste Quesnay is a French entrepreneur and strategic advisor with more than fifteen years of experience building, repositioning and growing consumer brands across sport, food & beverage, lifestyle, hospitality and consumer tech.

Before founding Moon Above Advisory, he co-founded and led an international communications and creative agency across Paris, Dubai and Tokyo. The firm advised start-ups and major brands, was recognised among France’s leading public relations firms for three consecutive years and was twice named among Adweek’s fastest-growing agencies.

He now advises leadership teams on positioning, market, launch, campaign and governance decisions. His work and analysis have been featured in Forbes, Capital, Challenges, Stratégies, Campaign Middle East and WWD.

Our approach

Strategy should precede the brief and the production.

We start with the market, competitors, customers and available performance evidence. We then define the audience, positioning and proposition before writing briefs for teams and agencies.

The work can be applied across campaigns, social, creators, events, partnerships, retail, digital, CRM and customer experience. Indicators are chosen according to the decision and what Moon Above can reasonably influence.

Explore Our Method →

Capabilities

The areas where we advise.

Each scope starts with the commercial problem, the decisions required and the teams that will apply the recommendation.

Brand Strategy & Positioning

Positioning, proposition, audiences, messaging, brand architecture and platform.

Consumer & Cultural Intelligence

Customer behaviour, audience research, communities, trends and category change.

Market & Category Strategy

Growth opportunities, market entry, segmentation, proposition and go-to-market.

Launches, Campaigns & Creators

Launches, campaigns, social, creators, content, PR and channel planning.

Partnerships & Activations

Sponsorships, events, collaborations, retail, hospitality and brand experiences.

Executive Advisory, AI & Governance

Executive decisions, agency review, AI governance and control of execution.

Executive Brand Advisory AI Brand Governance Signal ↗

Frequently Asked Questions

What is Moon Above Advisory?

Moon Above Advisory is an independent strategic consultancy. It helps consumer brands decide which customers to prioritise, how to compete, what to launch and how to brief teams and agencies.

What kinds of projects does Moon Above undertake?

The practice works across brand diagnostics, positioning, consumer research, market and category strategy, launches, campaigns, social, creators, partnerships, activations, AI governance and executive advisory.

Does Moon Above design visual identities or produce campaigns?

Moon Above defines the strategy, audience, channel role, brief and decision criteria. Production can remain with the client’s agencies or specialist partners.

What does your brand need to decide?

Tell us what is changing, what is no longer working and what decision your organisation needs to make.

Discuss a Brand Project →