About

An independent strategic consultancy for consumer brands.

We advise leadership teams on brand strategy, growth, market entry, launches, campaigns, social, creators, partnerships and customer experience.

Moon Above works with brands across sport, food & beverage, lifestyle, hospitality and consumer tech. Engagements address a defined problem: slowing growth, a proposition customers do not understand, market entry, a launch, a campaign, an agency roster or inconsistent execution.

Our role is to help leaders decide which customers to prioritise, how to compete, what to launch and where to invest.

Recommendations are translated into positioning, proposition, messages, agency briefs, launch plans, channel priorities and measurement criteria.

Moon Above Advisory founder
The founder

Jean-Baptiste Quesnay

Jean-Baptiste Quesnay is a French entrepreneur and strategic advisor with more than fifteen years of experience building, repositioning and growing consumer brands across sport, food & beverage, lifestyle, hospitality and consumer tech.

Before founding Moon Above Advisory, he co-founded and led an international communications and creative agency operating across Paris, Dubai and Tokyo.

Under his leadership, the agency advised ambitious start-ups and major consumer brands across sport, food & beverage, lifestyle, hospitality and consumer tech. It was recognised among France’s leading public relations firms for three consecutive years and was twice named among Adweek’s fastest-growing agencies.

That experience across brand strategy, marketing, digital, social, influence and international growth gave him direct knowledge of the decisions made by leadership teams, marketers and their agencies: entering a market, managing growth, preparing a launch and coordinating several teams around one direction.

His work and analysis have been featured in Forbes, Capital, Challenges, Stratégies, Campaign Middle East, WWD and other international publications.

The name

Why Moon Above

The moon reveals what remains unseen when everything else is dark. Moon Above reflects the role of strategy at moments of uncertainty: illuminating the landscape, exposing what matters and showing where the organisation should move next.

Our approach

Strategy should precede the brief and the production.

We start with the market, competitors, customers and available performance evidence. We then define the audience, positioning and proposition before writing briefs for teams and agencies.

The work can be applied across campaigns, social, creators, events, partnerships, retail, digital, CRM and customer experience. Indicators are chosen according to the decision and what Moon Above can reasonably influence.

Explore Our Method

An international perspective

Teams led across Paris, Dubai and Tokyo.

Having built and led teams across Paris, Dubai and Tokyo, Jean-Baptiste has worked directly on the operating, marketing and adaptation questions that arise when brands work across markets.

Moon Above works on international engagements and distinguishes what must remain common from what should adapt locally.

Frequently Asked Questions

What is Moon Above Advisory?

Moon Above Advisory is an independent strategic consultancy. It helps consumer brands decide which customers to prioritise, how to compete, what to launch and how to brief teams and agencies.

What kinds of projects does Moon Above undertake?

The practice works across brand diagnostics, positioning, consumer research, market and category strategy, launches, campaigns, social, creators, partnerships, activations, AI governance and executive advisory.

Does Moon Above design visual identities or produce campaigns?

Moon Above defines the strategy, audience, channel role, brief and decision criteria. Production can remain with the client’s agencies or specialist partners.

What does your brand need to decide?

Tell us what is changing, what is no longer working and what decision your organisation needs to make.

Discuss a Brand Project