Theo Erasmus's Linkedin Analytics

I'm Head of Strategy at Rare Beast, an ambitious, multi-disciplinary, strategy studio focused on human-centered ways for brands to show up in people's lives. We're committed to make cultural artifacts, not cultural landfill. Previously a partner at C-90 and founder of Brand Strategy Consultancy Timbuctoo - a collective think-tank, committed to the art of business and the business of art. (I collect contemporary art, vintage cars, and houses that need rescuing.) I get to answers fast - without the waffle, the whimsy, and the inflated bills. And I can mostly do the ideas to follow too. (I've been both an ECD and Head of Strategy.) Truth is my favorite tool, and a fascination with the vagaries of human nature is a close second. This also makes me an eager student of culture - something that matters, as we compete against the best ideas in culture. I'm a well-traveled, well-read, over-educated strategist/activist/social entrepreneur fascinated/appalled by people and their behavior, culture, storytelling, innovation, and keeping it real and simple. Completed law and journalism degrees at the University of Stellenbosch where I was a member of the National Union of South African Students and an executive member of the End Conscription Campaign. Both organizations played a pivotal role in the anti-apartheid struggle. I apply what I've learned to brand strategy, creative strategy, cultural strategy, activism, comms and brand planning, digital, innovation, and better ways to work and play. My work history shows this - with stints in human rights legal advice, activism, advertising, the original, optimistic dot.com boom, innovation consulting, the first integrated agency in South Africa, and forays into journalism; from the crime beat to NY culture. My thinking and doing skills were sharpened at some great shops, including Ogilvy, gloo, DDB, TBWA, FCB, Possible, Leo Burnett, Cummins and Partners. As Copywriter, ECD, Head of Strategy, MD, mentor, and inventor. I've started a few companies too, including membrane, a ground-breaking innovation collective, and Timbuctoo, a strategy collective for art organizations and social enterprises. The brands I’ve worked with include Puma, AT&T, Google, Smuckers, Adidas, Deutsche Bank, Jeep, Fiat, Alfa, Johnnie Walker, Guinness, AOL, BMW, LandRover, McDonald’s, Dell, KFC and Nando’s. I strive to make great work and make a difference.