unmtchd.

unmtchd. is the IP engine of culture. 
we help creators and founders turn their ideas into structured IP, brand ecosystems, and scalable assets that grow with them, not just because of them.

through strategy, community, and education, we empower the next generation of entrepreneurs to stop chasing visibility, and start building ownership.

unmtchd. is more than a platform... 
it’s a blueprint for brand equity, creative control, and long-term impact.

→ our collective is a membership for those building brand universes, not just businesses.
→ our frameworks turn story into strategy and content into IP.
→ our belief? IP ownership is the new influence.

if you're building something bold, join the waitlist: www.theunmtchd.com

Founder & CEO

Cupsly

Brand Architect & Advisor

The Unmtchd. Podcast

Founder and Host

PUMA Group

Marketing Director Accessories & Licensing

Teamhead BU Marketing Accessories & Licensing

Teamhead Licensing (Motorsport & PUMA Brand Licensing)

Senior Licensing Manager

Manager Sports Licensing

GRUPO CORTEFIEL

International Marketing Manager Springfield 

Viacom

Category Manager Softlines 

Warner Bros. Entertainment

Retail & Licensing Manager 

NEOMEDIA

Senior Account Executive 

The Walt Disney Company

RETAIL SALES & MARKETING

IP is the new influence. 

After two decades inside entertainment, fashion, and sports - Disney, Puma, Warner - I saw the future of brand-building shifting.

It’s not about chasing followers. 
It’s about owning your story.

Owning your method.
Owning your IP.

So I founded unmtchd. as a future-facing IP engine helping creators and founders turn their ideas into brand equity, structured ecosystems, and legacy businesses.

Through education, frameworks, AI tools, and growth strategy, we give individuals the power to create brands that scale like universes- across products, content, licensing, and culture.

I work with visionary entrepreneurs, creators, and brand leaders who want more than just a logo - they want impact, clarity, and legacy.

This isn’t branding as usual.
This is creative infrastructure.
This is ownership as a growth model.

The future?
Ecosystems of IP, products and platforms that outlive algorithms. A system that grows without you having to be the driving force behind every post, that allows you to build not just a drop, but a legacy.

This is the IP ownership movement.
You in?



💬


Work with us.
Book a workshop.
Join the Unmtchd. community.

Learn more here: www.theunmtchd.com
Speaking & Media Inquiries: hello@theunmtchd.com

______

I use my other channels to inspire and motivate. Follow me 😉

Instagram: www.instagram.com/oanaoleonte
YouTube: www.youtube.com/@oanaoleonte

Oana Leonte 💬

MTV is shutting down this month.
Warner Bros is being acquired by Netflix.

And suddenly, half of my entire career timeline feels like a case study in how fast culture rewrites itself.

I worked for Warner Bros and MTV in the years when these brands were still defining global youth culture.

MTV launched in 1981 with a provocation:
“Video Killed the Radio Star.”

It wasn’t just a song,  it was a warning.
A signal that technology would always reshape attention faster than anyone expected.

Four decades later, the pattern repeats.

Only now the headline looks different:

“Streaming Killed the Cinema Star.”

Because when Netflix acquires Warner Bros, it’s not just a business move.

It’s the collapse of one era and the birth of a new one, the shift from studio power to platform power.

Attention has always chosen the next winner.

The difference today is this: 
Consumers rewrite the rules in real time.

They don’t wait for premieres.
They don’t wait for channels.
They don’t wait for gatekeepers.

They choose what feels relevant, immediate, and personal.

That’s the evolution of time, and of preference.

Technology compresses both.
Culture accelerates both.

Brands either adapt to that compression, or they get archived with the logos we grew up with.

Working inside Warner Bros and MTV taught me this early:

no brand is too big to be disrupted,
and no brand is too small to become the next cultural force.

The question for every founder and creator today isn’t “How do I get attention?”

It’s:
How do I build something that survives the next shift in attention?”

What do you think the next “video killed the radio star” moment will be?

Oana  Leonte 

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. → In this era, IP is the new influence.

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I am so f--king tired of the podcasts, panels, and posts saying:
“People don’t burn out because of hard work.”

This is the most entitled take in the industry, and I’m soooo done with it.

Because the only people who say this are the ones with:
assistants, teams, nannies, trainers, chefs, co-founders, editors,
and the privilege to “work hard” inside a fully supported life.

Try building a business alone.
Try raising kids and running a company.
Try starting from zero in a new country.
Try carrying financial pressure, family pressure, cultural pressure —
and then tell me it’s “not the hard work” that burns you out.

It is the WORK.

But it’s also the weight.
The invisible labor.
The missing resources.
The emotional load.

The pressure to keep showing up because your livelihood depends on it.

Burnout happens when the output required to survive
outpaces the support available to sustain you.

And pretending otherwise only gaslights the people actually carrying the load.

If we really want to help people, let’s stop glorifying “more”.
And please, please, please... stop copy pasting these posts on the internet.

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. | ex Disney, PUMA, Warner Bros. | On a mission to build unmatched brands: distinct by design, scalable by IP, and made to lead culture.

Content vs IP 🤔  What’s the difference??

Every brand or founder I work with faces the same challenge:
they have a business, but they want to scale.

And almost every time, they think the answer is:
“we just need more content.”

But the content isn’t the issue.
The consistency isn’t the issue.
Even the creativity isn’t the issue.

The lack of IP is.

There’s no core message.
No signature system.
No world the audience can grow inside.

That’s where most people get stuck,
they mix up two completely different things:

→ Content
→ IP

And when you confuse them… you end up optimizing for visibility instead of value.

⚡️ Content is the moment.
🏛️ IP is the meaning.

⚡️ Content gets seen.
🏛️ IP gets remembered.

⚡️ Content is fast.
🏛️ IP is foundational.

⚡️ Content shows up on feeds.
🏛️ IP shows up in decisions.

⚡️ Content attracts.
🏛️ IP compounds.

Content helps you be seen.
IP helps you scale and build legacy.

And to be clear — you do need content.
But know that content is distribution for whatever the IP is.

What The Duck Workshops

𝗗𝗲𝘀𝗶𝗴𝗻 𝗮𝗻𝗱 𝗳𝗮𝗰𝗶𝗹𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝘄𝗼𝗿𝗸𝘀𝗵𝗼𝗽𝘀 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗟𝗘𝗚𝗢® 𝗦𝗘𝗥𝗜𝗢𝗨𝗦 𝗣𝗟𝗔𝗬® 𝗺𝗲𝘁𝗵𝗼𝗱.
𝗪𝗶𝘁𝗵 𝗟𝗦𝗣 𝗜 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝘄𝗶𝘁𝗵:
- Creative Strategy
- Team buildings
- Ideas generation
- Cross-teams collaboration

CHIEF DUCK 🦆

Rovio Entertainment Corporation

Creative strategy and transmedia content 𝗳𝗼𝗿 𝗔𝗻𝗴𝗿𝘆 𝗕𝗶𝗿𝗱𝘀.
𝗜𝗻 𝘁𝗵𝗶𝘀 𝗿𝗼𝗹𝗲 𝗜 𝗮𝗺 𝗮𝗹𝘀𝗼 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲  𝗗𝗘𝗜 𝗮𝗻𝗱 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗲𝗮𝗺 

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- First ever Angry Birds 3D billboard in NYC Times Square
- 25M+ organic reach with the 2023 Pride campaign (including posts going viral on thePinkNews.com)
- Created the very first non-binary Angry Bird as part of the pride campaign.
- Successfull roll out of a partnership with Earthday.org that included a cross game execution as well as a full on SoMe campaign and also a NYC Times Square billboard!

Creative director and strategist

SYBO

Creative strategies for organic content to drive discoverability of the 𝘄𝗼𝗿𝗹𝗱’𝘀 𝗺𝗼𝘀𝘁 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱𝗲𝗱 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗲, 𝗦𝘂𝗯𝘄𝗮𝘆 𝗦𝘂𝗿𝗳𝗲𝗿𝘀
- Part of the marketing Leadership Team
- Set Creative strategy for all content (ASO, UA, new game launches, partnerships, new features, live ops promo, store assets), product launches and brand marketing campaigns
- Managed the creative marketing team (2 video creatives, 2 graphic designers, 1 creative lead and 1 producer).


𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
-  I set the creative strategy for the 10th anniversary campaign, leading to a 3x increase in revenue.
- Launched 2 new games, setting creative strategies and GTM plans for all launch stages
- Launched a new Subway Surfers update campaign every 3 weeks: 1 trailer, 50+ graphic assets, and new store assets
- Helped growing organically SoMe channels with new creative strategies (IG grew from 50K to 2M followers)

Creative Director and strategist

King

Creative strategies for the content of King's main titles: Candy Crush and Farm Heroes.

 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗽𝗹𝗮𝘆𝗲𝗿 𝗱𝗮𝘁𝗮 𝗮𝗻𝗱 𝗵𝘂𝗺𝗮𝗻 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝘁𝗼 𝗲𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻 𝗞𝗶𝗻𝗴’𝘀 𝗽𝗹𝗮𝘆𝗲𝗿𝘀.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- Farm Heroes Escape to the Country campaign generated a +32% increase in organic social media reach
- Created a 360 strategic framework and process for the Marketing organisation
- Candy Crush Mr Toffee’s campaign achieved +1611.9% organic reach on social media!

Strategist / art director

IKEA Group

𝗜𝗻 𝘁𝗵𝗶𝘀 𝗰𝗼𝗻𝗰𝗲𝗽𝘁𝘂𝗮𝗹 𝗿𝗼𝗹𝗲, 𝗜 𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗴𝗹𝗼𝗯𝗮𝗹 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗰𝗼𝗻𝗰𝗲𝗽𝘁𝘀 𝗳𝗼𝗿 𝗜𝗞𝗘𝗔’𝘀 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀. 𝗧𝗵𝗶𝘀 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝘃𝗮𝗿𝗶𝗼𝘂𝘀 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝘀, 𝗳𝗿𝗼𝗺 𝗶𝗻𝘁𝗲𝗿𝗶𝗼𝗿 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀 𝘁𝗼 𝗽𝗵𝗼𝘁𝗼𝗴𝗿𝗮𝗽𝗵𝗲𝗿𝘀 𝗮𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- New Images TOV (adding more emotions into IKEA’s product images)
- Created over 500 images using the brand-new TOV

Senior Art Director

LEGO Group

This role stands out as one of my most creatively fulfilling experiences. It provided me with valuable insights into navigating new markets and planning the successful launch of global campaigns while adapting to local nuances. Within this capacity, I focused on activations and 360 strategic campaigns tailored for the APAC markets, placing a special emphasis on digital and
social activations. 

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- My First LEGO campaign (TTL, Activation, eCommerce and events) increased the conversion
in-store/online from 20% to 36% on emerging Asia markets

Art Director - APAC

Engaging in Activations and crafting 360 strategic campaigns for the EMEA markets, I placed a keen focus on digital and social activations. Contributing to global campaigns like Easter and Christmas, I played a role in the entire process—from conceptualization and development to the seamless rollout across different regions.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:

- Successfully deployed the LEGO Easter activation mechanic in 569 Tesco Stores and 354 Sainsbury's Stores in the UK, showcasing excellent in-store execution achieved through direct and effective communication with retail partners.

- The LEGO Easter campaign proved instrumental in not only attracting new LEGO Shoppers but also capturing the attention of new toy category shoppers. Impressively, 54% of shoppers who purchased a LEGO SKU were new to the LEGO brand, with 50% being newcomers to the toy category overall.

Art Director - EMEA

ZOORIT

In this creative role I immersed myself in advertising campaigns, Shopper marketing initiatives, and branding projects tailored for the Reunion Island market. Collaborating with great clients such as EDF, Orangina, Diageo, and Schweppes, I navigated the unique dynamics of this market. Noteworthy Achievements: Operating in a French-speaking region provided me with the invaluable opportunity to enhance my language proficiency while gaining deep insights into a new market and its
dynamic landscape.

Once Upon A Time Marketing

I have driven  360 integrated campaigns and shopper’s marketing initiatives for the home entertainment industry and the beauty sector. Notable clients in my portfolio included Disney, Warner Bros, Estee Lauder, Kenzo, Russian Standard Vodka and HMV.
Key Achievements: The HMV Decades campaign won the prestigious BVA Best Retail Marketing Campaign of 2014 in the UK. This groundbreaking initiative expanded beyond its film-centric focus, incorporating additional categories such as music and merchandise. The curated promotion, requiring no special SKUs, resulted in a remarkable 67% uplift in catalogue sales over a six-week period.

Creo

On this role I focused on shopper marketing and activation campaigns spanning FMCG, Entertainment, and the beauty sector, I collaborated with great clients such as Reckitt Benckiser (Durex, Air Wick, Vanish), Universal, 20th Century Fox, SEGA, and COTY. 
Key Achievements: Instrumental in securing the Reckitt Benckiser account through a compelling creative pitch. Subsequently, I assumed the role of lead creative and brand guardian, overseeing all work produced for RB (Durex, Cillit Bang, Vanish, E45, AirWick, Nurofen).

Senior Creative

Kinetic MCD

in this role, I specialized in packaging design for the toys and games industry, collaborating with great clients including Disney, Ravensburger, and Hasbro. Responsibilities encompassed not only the design of  eye catching packaging but also overseeing projects from early conceptual stages to production. Additionally, a crucial aspect of the role involved crafting brand style guides for clients.

senior designer

🌟 20+ Years of Creative Strategies That Sell and Drive Growth

With over two decades of experience, I’ve helped some of the world’s most iconic brands create unforgettable stories and turn them into profitable, strategic campaigns that drive growth. I focus on transforming bold ideas into impactful campaigns by leveraging consumer insights to create emotional pieces of communication.

My secret weapon? Bold leadership, boundless creativity, and the belief that kindness isn’t just nice—it’s the key to high-performing teams. I thrive on collaboration, empowering others, and driving creativity that not only connects but also makes a real difference.

When I’m not creating impactful strategies, you’ll find me chasing my goal of visiting every country in the world (currently at #98!), embracing all things '90s, and living in technicolor. I also run WHAT THE DUCK!, where I facilitate LEGO SERIOUS PLAY workshops across Europe.

Ready to build something extraordinary? Reach out and let’s make it happen.

#CreativeDirector #CreativeStrategy  #Marketing #Leadership #LEGOseriousplay #Gaming #BrandStrategy

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