Agencies can offer brands a great outsider perspective on their business, but having unique insight from former brand executives is sometimes lacking in the relationships.

A new brand studio, started by former client-side marketing executives, is offering direct access to top-level strategic thinkers to help brands uncover their needs and jump-start their efforts.

The studio, Unentitled, is led by veteran marketing team Orlando Baeza and Andrew Teague, both of whom have worked at agencies but ultimately made their names as in-house executives, Baeza as a chief marketing officer and Teague as a creative. The two have been working with several clients under the radar for a few months while Unentitled worked out the kinks of being a new business, but the studio is now ready to unveil itself and take on more work.

Unentitled got its name because its founders don’t believe ego should get in the way of a good strategy or campaign.

“It’s not feeling like we’re entitled to your budget, entitled to the work, entitled to do an above-the-line ad campaign,” Baeza told ADWEEK.

What Unentitled does offer is solutions that the networks might not, from figuring out consumer behavior, return on investment articulation, finding out pain points and the challenges a brand needs to solve, all from a client perspective. It serves as a kind of out-of-house, in-house marketing agency, able to converse about the ins and outs of day-to-day operations while seeing a business from the outside to make fresh decisions on what marketing needs may be.

“The majority of what we’re interested in is brand strategy and that side of the business,” Teague told ADWEEK, adding that this could be through a campaign, a rebrand, a brand jump-start or a refresh.

Teague said that being in-house at brands let him know more about the pain points of brands that they might hide from agencies.

“You’re hearing every dimension of the business, more so than you do in the creative brief that you might get at an agency,” said Teague, adding that he hopes Unentitled is able to go deep with brands because they’ve been there and know those pain points firsthand.

A background of client-side expertise

Baeza has built a reputation on helping startups as a marketing lead for companies including Kajabi, BuzzFeed and, most recently, Flock Freight, where he headed up the Steve Burns campaign for the logistics brand. He has also held marketing roles at global brands including Nike, Adidas, Activision and Paramount Studios.

Teague has worked as a creative director at numerous brands and several agencies, including Apple, MeUndies, Nike, Kajabi and Flock Freight.

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