Designers, strategists, managers, intrapreneurs, entrepreneurs, service designers, researchers...

Lonsdale 1961 Lonsdale 1961
We are passionate about business culture and performance that is good for the planet and its people. Our multidisciplinary expert teams are made out of both board and company members, ready to make a change.

Meet Us


Anne Hangouët

Business Designer

After obtaining her Master of Science at the EDHEC Business School, Anne acquired 10 years of experience in the Retail sector: Selective Distribution (Galeries Lafayette, BHV Marais, Hermès Parfums), Mass Distribution (Casino, Leclerc), and Specialized Distribution (Conforama, Mc Donald’s). She works on topics such as store concepts, networking, customer experience, and omnichannel journey transformation by integrating their operational impact on clients.

Anne worked in Strategy and Organization Consulting at Eurogroup Consulting for 8 years. There, she supported large groups in their strategic thinking, performance improvement, organizational and process redesign, and change management.

She then took charge of a transformation project within the Hermès Group’s perfumes division for 2 years, leading the project from start to finish.

Anne joined the Lonsdale team in 2018, as Consulting Director, to bring a strategic dimension to retail architecture projects.


Anh-Huan Tan

Managing Director Greater China at Cowan

Anh-Huan has more than 20 years of experience in corporate and consumer branding, strategic planning, and customer experience in the Middle East, Europe, South America and France, with excellent knowledge of the high-end and luxury industries. Anh-Huan worked on the global repositioning of the Air France brand as well as for Boucheron Paris. He also pioneered the development of new Van Cleef & Arpels fragrances such as Midnight in Paris, Feerie & Oriens, both in terms of design and the range itself. In addition to his experiences in the luxury world, Anh-Huan has collaborated numerously with Danone, Nestlé, Univeler, Coca Cola, Johnson & Johnson in Europe and Asia.

As Managing Director of Cowan and Regional Director of Brand Strategy, Anh-Huan is responsible for the evolution of key accounts, as well as the strategy of regional and international clients within the COWAN network. In addition to an MBA from Neoma Business School, Anh-Huan also has a Masters in Sociopsychology from La Sorbonne Paris.


Félix Mathieu

Strategic Planning Director

The man who whispered into the ears of brands. Take a step back, question the evidence to respond better, that is strategic planning. With his team out looking for insights, Felix guides brands through the jungle of change to connect with the world with agility and sincerity. He unravels the social representations and needs of tomorrow to create a unique value proposition for each brand. Whether this is a repositioning of the brand, a marketing activation campaign, or a new store concept, the challenge is the same: work on an idea until the expression is the purest, most resonating and lasting in the hearts of customers.


Françoise Novel

Senior Partner - Head of Business Design

For 9 years, Françoise successfully developed cross-expertise with her firm Nolaho to consolidate the levers of consulting and design implementation strategies in an entrepreneurial and incubator format for large companies. She helps transforming organizations construct new economic territories and innovative their business models for new customer-centric value propositions. This end-to-end business design approach is dedicated to growth opportunities through multidisciplinary collaboration.

Specialist in Distribution and Cross-Business Evolution, Françoise’s experience in companies, start-ups and international design agencies (Carré Noir/Publicis, W/Havas, Interbrand/Omnicom, and WPP), along with her degree in DPLG Architecture from EM Lyon, confirms her expertise as a business designer.


Frédéric Messian


Frédéric took over the Lonsdale brand in 2007 and, in 10 years, made it the top branding and design agency in France. He started as a journalist at Expansion, but soon caught the entrepreneurial bug. When he was 25, he co-founded a financial communication agency within the Groupe Publicis, followed by CPM & Cie, which would later become BDDP Corporate, and of which he was one of the first partners. Seven years later, W&Cie was in full blossom, and it is only after its merger with Groupe Havas that Frédéeric left the company. An entrepreneur, yes, but an entrepreneur with a passion for branding issues. It’s no surprise that he has invested in Lonsdale, the London precursor for design. At the same time, he also served as chairman of Agences Françaises de Design (ADC) before becoming the administrator of APCI. His conviction is steadfast: design is a powerful means of creating value. He puts it into practice by supporting many French and international brands in their decision making.


Marc-André Allard

Partner – Innovation Director

A graduate of SciencesPo Paris and HEC, Marc-André worked with TNS Sofres (Kantar Group), then Brain Value, before founding the innovation consultancy firm DR Innovation at Dragon Rouge. He joined Lonsdale in 2018. 

At Lonsdale, Marc-Anré has developed consulting in Innovation and Design Thinking in a way that is unique in the market. Always searching for insight and creativity, he has a vision of innovation centered on the human aspect and supported by new tools; this transversal opening to all the talents in thje agency is a veritable Swiss army knife for brand and business strategies. An approach which has already worked with Crédit Agricole, Clarins and Henkel.

Convinced that interdisciplinary and complementary talents encourage ideas, he has developed close relationships in the academic world: he teaches marketing and value creation at Sciences Po Paris and at CELSA, and is a member of the marketing and communication professional group of HEC alumni.


Marina Mariani

Innovation Project Director

Marina is an insight and innovation specialist. She is an expert at combining strategic approach, consumer understanding and creativity to support the development of brands and their offer in a changing and challenging environment. She firmly believes in the importance of collaborative innovation centered around people.

After graduating in Branding and Brand Strategy from CELSA in 2009, she acquired her taste for innovation at Kaos Consulting. She then trained in Qualitative Studies and Strategic Planning for 6 years at Brain Value. There, she developed international skills working with various global brands such as L’Oréal, Mondelez, Sanofi, Danone, Lacoste, Perfume Holding, and McDonald’s.

She joined Dragon Rouge in 2015 to specialize in Innovation and Design Thinking, where she discovered creative professions and led various projects, including corporate subjects and ambitious architectural projects (Crédit Agricole, Unibail Rodamco, Bouygues Immobilier, etc.). She joined Lonsdale in January 2019 to co-develop the new Innovation Consulting and Design Thinking offer. Marina works with all the divisions within the agency.


Satoru Wakeshima

Chief Engagement Officer at CBX

As Chief Engagement Officer at CBX, Satoru is responsible for the overall management of client partnerships, team leadership and operations in New York.  Satoru’s experience in brand consulting spans over 25 years across more than 600 brands in categories as diverse as food & beverage, pharma, health & beauty, fashion and pet care. Prior to joining CBX, Satoru was Executive Vice President and General Manager of the creative group at Sterling Brands, Group Director at Frankfurt Balkind, and Senior Account Director at Desgrippes Gobé. Satoru has led strategy, innovation, creative and experience design initiatives for some of the world’s most recognized and loved brands for companies such as The JMSmucker Company, Keurig Dr Pepper, Merck, Mars, LVMH, The Campbell Soup Company, Kraft, The Coca-Cola Company, among countless others. When he’s not busy building better brands, or obsessing over his guitar collection, Satoru and his wife are busy raising their two young kids to build a better world.  They’re still working on it.