Autodesk has employed Bryant Brennan as its new vp of name and artistic, the model completely instructed ADWEEK.
He’ll report back to CMO Dara Treseder, who introduced the brand new rent in a Might 29 employees electronic mail.
The be aware described how Brennan “will lead efforts to speed up development and innovation by world-class model and artistic storytelling and experiences—for our clients, companions, and communities.”
Brennan joins from pet tech firm Fi, the place he served as chief inventive officer since 2023. Earlier than that, he led inventive groups at manufacturers like Peloton, good dwelling firm Savant Methods, and Barnes & Noble.
His first mandate is to get to know his staff and achieve a sharper understanding of Autodesk’s clients and product choices.
“The very first thing is basically understanding the model, the place its energy exists, [and] the place I can step in to assist amplify that,” he instructed ADWEEK.
He’s additionally excited to work alongside Treseder once more, as the 2 first labored collectively at Peloton.
Brennan plans to leverage his previous expertise at Peloton to solidify Autodesk’s place within the cultural zeitgeist.
He performed a key function at Peloton reworking the train gear firm from a startup to a worldwide model.
“My intention coming [to Autodesk] is to earn our spot among the many nice manufacturers of the world and that’s undoubtedly a journey,” he stated.
That’s one thing Treseder had been doing since she joined Autodesk in 2022, elevating the B2B model’s profile by leaning into popular culture and telling its model story by tying itself to well-liked IP, together with The Strolling Lifeless and Star Wars.
Turning into a branded home
Brennan’s appointment is a key rent for Autodesk because the model shifts from a “home of manufacturers to a branded home,” Treseder instructed ADWEEK in Might.
Having a robust mum or dad model is necessary for firms which have broad portfolios, Treseder stated.
That pivot to a “branded home” has additionally underscored the messaging of a few of its latest inventive campaigns.
In Might, Autodesk enlisted Emmy-winning actor and comic Tony Hale to play God for its marketing campaign “Let There Be Something”—the primary inventive work from its just lately appointed inventive company of file Large Spoon. Within the advert, Hale marvels at skyscrapers, film particular results, and all of the issues that mankind has created, earlier than noting that “with Autodesk, you can also make something.”
Brennan stated that the following section of Autodesk’s advertising and marketing, which is able to debut on the finish of the summer time, will revolve round client storytelling.
“I’m actually excited for the chance right here and to construct a model that has a spot in tradition,” he stated. “I would like individuals to take a look at one thing we create a 12 months or two from now and be like, ‘Autodesk did that? Hell yeah!”
