Former Airbnb and 72andSunny Execs Team Up to Bridge the Brand-Business Divide

Why It Matters

The partnership targets a persistent gap that hampers marketing ROI, offering firms a unified perspective that could boost both brand equity and bottom‑line performance. As AI reshapes advertising, a consultancy that marries data‑driven strategy with creative insight becomes increasingly valuable.

Key Takeaways

• Tariq led marketing at Airbnb, Ford, GoFundMe.
• Jones previously shaped creative at 72andSunny.
• New firm named Science x Story targets CMOs.
• Focus on aligning brand creativity with business strategy.
• Aims to guide AI‑driven growth and agency selection.

Pulse Analysis

The advertising industry has long wrestled with a split between brand storytelling and bottom‑line performance. Executives who have spent decades on the creative side often encounter agencies that lack rigorous business insight, while strategy consultants may overlook the nuances of brand expression. Musa Tariq, who steered marketing for Airbnb, Ford and GoFundMe, and Tim Jones, a veteran of the 72andSunny creative shop, are leveraging their combined experience to launch Science x Story. Their consultancy promises to act as a bridge, offering CMOs a single source that understands both profit metrics and cultural relevance.

Science x Story arrives at a moment when artificial intelligence is reshaping how brands generate ideas, test concepts, and allocate spend. AI tools can produce data‑rich audience insights at scale, yet translating those insights into compelling creative still requires human intuition. By positioning themselves at the intersection of AI‑driven analytics and narrative craft, Tariq and Jones aim to help clients select agencies that can execute on both fronts, craft positioning that resonates, and embed measurable business outcomes into every campaign. This hybrid approach could become a template for future consultancy models.

For chief marketing officers, the new firm offers a pragmatic solution to a persistent dilemma: how to justify creative budgets while delivering revenue growth. If Science x Story can demonstrate tangible ROI from its blended methodology, it may shift spending away from traditional siloed agencies toward integrated partners. The broader market could see increased demand for consultancies that speak fluently in both brand language and financial terms, accelerating a consolidation trend among agencies that invest in AI capabilities. Ultimately, the venture underscores the growing belief that brand equity and business performance are inseparable.