Tony Lederer is the Chief Strategy Officer for The&Partnership. He is the creator of The&Partnership’s strategy operating system, The Bravery Platform, that empowers values-driven brands to precisely connect with values-defined communities to build their businesses.
Prior, Tony co-led the strategy team at Grey New York and drove the global brand strategy for clients in industries including financial services (MassMutual, Ally), sports and entertainment (NFL, NBA, YouTube), casual dining (Applebee’s), retail (TJ Maxx, Walgreens), travel (Marriott International, IHG), consumer packaged goods (P&G – Gillette, Venus, Pantene), and technology (Google, Bose).
This work led to many iconic creative platforms including MassMutual’s “Uncomfortable Truths”; the multi-year “Football is Family” platform for the NFL that included Super Bowl fan favorites Dirty Dancing and Super Bowl Babies; a re-imagined global platform for Gillette’s iconic “The Best A Man Can Get”; the NBA’s COVID-bubble campaign “Whole New Game”; and pro-bono campaigns focused on the opioid epidemic, gun violence and immigrant rights.
He started his career in London launching new technology start-ups including Facebook (now Meta), Playfish (acquired by EA), Virgin Galactic and Virgin Digital Help.
Tony’s work has been recognized at the Effies with gold, silver, and bronze awards across categories ranging from media innovation to social marketing to packaged goods. The creative work he inspired has also been recognized with over 30 Cannes Lions across everything from film craft to direct campaigns to integrated campaigns.
He graduated with distinction from the London School of Economics and Political Science, and from the executive education program at Kellogg School of Management with a focus on data-driven marketing. He currently teaches at Columbia University in New York.