Brands don’t win because they post more content.
They win because they own something no one else can copy.

That “something” is IP — stories, characters, worlds, systems, and cultural assets that compound into long-term value.

Intellectual Property (IP) is becoming the core strategic asset behind modern brand entertainment and cultural ecosystems.

For over 20 years, I worked inside some of the world’s most influential entertainment and consumer brands — Disney, Warner Bros., Nickelodeon, PUMA — shaping global franchises, managing multimillion-euro IP portfolios, and learning how brands evolve when they move beyond campaigns and into entertainment, culture, and ownership.

Today, as the founder of unmtchd., I work at the intersection of brand, entertainment, and IP — designing IP-led, entertainment-driven ecosystems as long-term strategic assets.

My work sits at the intersection of three pillars:

→ IP & Brand Strategy
Identifying and structuring what makes a brand truly unmatched — its unique assets, meaning, narrative, and signature.

→ Brand Entertainment & Ecosystem Design
Turning IP into characters, formats, products, content, partnerships, communities, and scalable revenue streams that live far beyond social platforms.

→ Cultural Positioning & Future Readiness
Helping brands evolve intentionally so they remain relevant, differentiated, and culturally meaningful in a fast-shifting world.

The outcome?
Brands that don’t just participate in culture — they build it.
Distinct by design. Scalable through IP. Built to last beyond the algorithm.

If you’re a brand leader or founder exploring how to move from content to IP, from campaigns to owned worlds, let’s connect.

Oana Leonte 💬

I need to be honest… 
I have mixed feelings about this.

I’ve worked for PUMA for 10 years.

I know the brand well — 
its internal tensions, its unreal creative firepower, and the gap between what PUMA is and what it could be.

That’s why I was hoping for a different buyer.

Because this move isn’t just about money.
And it’s not just about distribution.

It’s about what kind of future you create for a brand when you truly understand IP.

PUMA doesn’t lack awareness.

It doesn’t lack product.
It doesn’t lack athletes, moments, or cultural relevance.

And it certainly doesn’t lack legacy. 

What it has always struggled with is clarity around its core IP:

what must stay sacred
vs. what can hype, license, evolve, and compound.

Because PUMA is not just a sportswear company.

It’s a brand ecosystem that spans:
– sport
– fashion
– performance
– music
– heritage
– street culture

Handled well, that’s an incredible IP engine.
Handled poorly, it becomes one of many.

I say this with lots of care and love for the brand.

PUMA’s potential was never about being a “winner”.

It was about going back to its essence.

More intentional about the space it owns.
More disciplined about what it builds.
More confident about what it stands for. 

This is why these moments matter so much for a legacy brand like that. 

Who owns the brand determines:
– how IP is protected
– how meaning compounds
– how legacy survives leadership changes

I want PUMA to win.
Deeply.

But I also know this:
brands like PUMA don’t need “operators”.

They need IP architects.

Curious to hear other perspectives,
especially from people who’ve lived inside legacy brands and felt this tension firsthand.

Oana  Leonte

IP is the new influence → Brand Entertainment & IP Monetization Strategy → Founder of unmtchd. • Ex-Disney, Warner Bros., Nickelodeon, PUMA • Speaker

Simon Jacquemus just named his grandma the official face of the brand.

And it says more about brand meaning than a thousand celebrity campaigns.

To be clear, 

this isn’t a PR stunt.
It’s not “authenticity” as a tactic.
It's not "let's make an emotional campaign".

It’s simply brand coherence, 
and consolidating his brand IP.

Simon isn't borrowing meaning.
He formalised what was already there.

In the announcement image which you can see here, Liline Jacquemus is carrying The Valerie Bag, a bag inspired by her daughter. Simon’s mother.

The product isn’t just a product.
It’s a vessel of memory.
Of family.
Of continuity.

You can’t fake this kind of meaning.
You can’t replicate it with influencers.
You can’t outspend it.

For years, his grandmother has been part of the Jacquemus universe:

the south of France,
family tables,
sun-bleached memories,
Simon's childhood folded into fashion.

By naming her officially, Jacquemus did something very few brands dare to do:
→ turned emotional truth into owned brand equity.

No influencer could replicate this.
No campaign budget could manufacture it.
Because this only works when the story is real and repeatable.

Because this is what real brand IP looks like:
– emotional truth
– encoded into product
– scaled without dilution

Jacquemus isn’t selling just good fashion.
He understands that what fashion needs is meaning.

And that’s why it works.

No alternative text description for this image

Drew Mabry

The playbook keeps changing. Your growth doesn't have to stop.

AI shifted the landscape. Attribution got murkier. The brands winning now aren't waiting for clarity. They're the ones moving faster, testing smarter, and building systems that work even when the rules don't stay put.

That's where we come in.

Fast + Light is a lean performance marketing agency for e-commerce brands that want traction without the bloat.

WHAT WE DO:

We build paid media systems (Meta + Google) that drive real revenue. We create high-performing ad creative using AI to multiply output and accelerate testing, not replace the humans behind it. We optimize landing pages and conversion paths without dragging you through six-week timelines.

We replace traditional agency complexity with speed, focus, and results.

HOW THAT LOOKS IN PRACTICE:

UGC-style creative using AI and human polish, no $20K influencer shoots required. 5x more creative tested at velocity, because learning beats perfecting. Creative turnaround in days, sometimes hours. Brands scaling their voice without losing what makes them sound like themselves.

WHO WE WORK WITH:

Seasoned founders and operators in their 30s, 40s, and 50s (or ahead of their time). Sharp, strategic, and tired of watching faster-moving brands outpace them with tools they haven't had time to learn.

You don't need to become an AI expert. You need a team that already knows how to build with it and win with it.

We're not here to impress you with decks. We're here to out-market your competitors and ship work that converts.

Fast + Light is based in California, built in Los Angeles, sharpened in the mountains.

If your current agency is still solving last year's problems, let's talk.

Founding Partner

Mechanics for your revenue, focusing on digital strategy and paid media.  We work with our clients to create a holistic revenue platform.  No false promises or long-term contracts. We meet with all our clients regularly, working as part of your team.

AI is evolving so fast I need a nap by 9AM.

Everyone keeps waiting for this tech to stabilize. It won't.

2026 is going to be more disruption, not less. More tools. More change. More "WTF is this new thing?"

But you still have to run your business. Merchandising. Supply chain. Content. Offers. COGS.

AI doesn't replace that work. It speeds it up... if you know what you're doing.

So stop waiting for a stable playbook. Build the muscle now. Use what's working. Learn fast. Adapt faster.

What's actually helping you save time right now?

Helping brands grow when the playbook keeps changing. Win with AI, accelerated results and focused fundamentals.

taplio

The Battle

Oana Leonte 💬

Drew Mabry

Followers

Posts

Engagements

Likes

Performance ScoreOana Leonte 💬's LinkedIn Performance

Performance ScoreDrew Mabry's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Oana Leonte 💬

Drew Mabry

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Oana Leonte 💬's LinkedIn Performance

Performance ScoreDrew Mabry's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOana Leonte 💬's LinkedIn Performance