Laurence Borensztein holds a postgraduate diploma in biochemistry, but ultimately decided to pursue a different type of research from scientific studies: research into people, their behaviour and their relationship with society in the context of brand strategies. After starting her career at Inserm, she went on to study at HEC business school, graduating with a Master’s degree in marketing intelligence. She then moved to New York, where she worked as a strategic planner for Kirshenbaum Bond and then TBWA. She decided to cross the Atlantic again and returned to Paris to continue at TBWA, moving on to Bates, then Service Plan and more recently Leo Burnett. Laurence Borensztein joined the UTOPIES team at the beginning of 2016, where she is in charge of positive brand strategies.
Passionate about societal trends, the quest for meaning and creativity, Laurence has worked as a strategic planner in a number of advertising agencies in France and the USA. Very attached to the idea that a brand must have a mission, a ‘purpose’ that guides its innovation strategy as much as its marketing actions or its social commitments, she finally decided to put her talent at the service of committed brands that want to invent, dare and change the way they see their world, the world. At UTOPIES, she works on all issues relating to brands and their purpose. A purpose that gives meaning and direction to brands. The purpose is an extremely powerful tool for a brand, showing the way. Convinced that the strong brands of tomorrow will be those that respond to people’s growing demands for meaning and ethics, and convinced that this movement is inevitable, Laurence is involved from the formulation of brand purposes or manifestos upstream through to the concrete translation of this purpose downstream into products, services, sustainable development commitments or marketing actions…
In the 90s, Laurence was the face of a trailer shot for a New York alternative film festival (nowhere to be found on the net, so don’t look for it!).
