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TSI/Hotspex

We are the
future-focused

What We Do

The Silk Initiative has grown to become one of the world’s few Asia-based brand consultancies sitting at the intersection of insight, strategy, innovation, and design. We help clients around the globe make smarter brand and product decisions through a range of services across insight, strategy, innovation, and design.

Key to all this is working to create singular brands. This is a brand that activates a set of intentional mental structures – patterns of understanding and perception – over time and in any context.

Our Work

TSI/Hotspex work spans over 35 countries in APAC, the Americas, and Europe. We help our clients in Asia determine new market opportunities and positioning, brand development, product innovation, pack design, launch communication, and placement strategies.

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Andrew Kuiler
Founder & CEO
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Evelyn Hussain
Associate VP
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Andrew Cameron
Associate VP
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Eric Lin
Client Services Director
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Desmond Loh
Client Services Director
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Xiaobo Dong
Associate Director
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Golden Huang
Sr Client Mngr
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Lareina Liu
Sr Innovation Lead
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Qi Zhang
Sr Research Mngr
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Zhang Zijun
Sr Research Exec
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Emma Wu
Sr Research Exec
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Julice Wang
Office Manager
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Cherie Han
Lead Moderator
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John Pabon
Marketing

Who We Are

We are one of the world’s few Asia-based brand consultancies sitting at the intersection of insight, strategy, innovation, and design. From our base in Shanghai, we help clients around the globe make smarter brand and product decisions. ​

Combining an in-house Insights and Strategy team along with an Innovation and Design team, TSI’s approach of data in and assets out means we can provide end-to-end solutions for our clients’ brands. 

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406 Jianguo West Road
Unit 215
Xuhui District, Shanghai 200031

​+86 (21) 6083 8331