New York
Eric Tsytsylin
Partner, Brand Strategy
A master of building brands that are both disruptive and enduring, Eric's holistic approach balances left- and right-brain thinking, short- and long-term growth, and expansive vision with in-the-weeds executional excellence.
When he’s not partnering with brands of all shapes, sizes and stages, he’s cooking up culinary masterpieces, trying (and failing) to train his dog, and finding humor in every circumstance.
- In your own words, what do you do at Lippincott?
I help companies codify and materialize their souls.
- For you, what makes Lippincott a special place to work?
Our unwavering dedication to the fundamentals of strategy, brand-building, and design.
- What is a little-known fact about Lippincott?
We were founded by a civil engineer and an industrial designer. Even as our capabilities have expanded and evolved, the rigor and whole-brained creativity demanded by these disciplines endures.
- If you weren't in this profession, what would you be?
An architect. I find that there are many parallels between building brands and building buildings: the coming together of art and science, creativity and utility. Infinite possibilities grounded in a few elemental laws. A lot of opinions.
- What's changed the most about the industry / the work / the clients?
While there's no question that digital technology has changed how companies do business and how brands show up in the world, it’s also created a lot of noise... I’m more interested in what hasn’t changed: human nature.
- What is your favorite art movement? Why?
Surrealism. It confronts us with the irrational, the unconscious, the beautifully grotesque and darkly comic—all the stuff that makes the (real) world endlessly fascinating.
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Education
B.A. Cognitive Science, Yale University
M.B.A, Stanford Graduate School of BusinessWork Experience
Head of Brand, The Farmer’s Dog
Executive Director, Strategy, Ogilvy
Director, WPP Digital, WPPAwards
Cannes Lions Bronze Award for Design with Samsung “Made in Korea”, 2019
Clio Awards Gold Award for Design with Samsung, “Folded Logo”, 2019
WPP Atticus Award, 2011 and 2017
Forbes 30 Under 30, Marketing & Advertising, 2016Career Achievements
Eric’s thought leadership has been featured in the Harvard Business Review, former P&G CMO Jim Stengel’s book Grow, and The Second City’s book on improv and creativity, Yes, And. He’s also been a featured speaker at General Assembly, Brandweek, Cannes Lions, and Stanford University, where he delivered a keynote on the importance of laughter to business and life.
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