We believe brands need to stand for something meaningful in order to stand tall. we partner with some of the worlds most admired brands seeking to implement bold changes.
Serena Saitas
Serena is an award-winning brand strategist and the CEO and founder of REAL, a privately held company she started with a compact team in New York City. She is a trusted advisor to CEOs and CMOs and quietly works behind the scenes to help clients identify and execute the bold moves required to help their brands transition. She has successfully led dozens of companies through the journey of reframing their category positioning to delivering breakthrough and award-winning results.
Serena’s deep expertise lies in identifying nascent trends in the market and turning insights into groundbreaking opportunities for clients. She is forward-thinking and is best known for her bold predictions and her approach to challenging widely held conventions.
She has worked on over 200+ brands, including American Express, GE, Delta Air Lines, Chicos FAS, Old Navy, Pfizer, Morgan Stanley, L.L. Bean, Biogen, J&J, Spartan, and United Rentals, and she has partnered with all of the top global agencies.
Serena is deeply passionate about the intersection of people and culture. She has personally interviewed thousands of consumers and uses her exchanges with people to fuel her work. Her research has become a signature of REAL and the insights generated from her studies are often predictive of major category and cultural shifts.
Serena also specializes in the study of women and how companies view and define women as consumers. She has spent the last 10 years studying and defining today’s modern career woman and the new head of household.