MEET OUR FOUNDER.

The very first LinkedIn recommendation Amelie received after working with Philips described her as someone with a rare combination of creative and analytical thinking.

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Looking back, that’s probably the shortest explanation of who she is—and how ASA was built.

Growing up in a family of entrepreneurs, business was always part of everyday life. Long before she understood branding, she understood customers, sales, and what it takes to build something people trust.

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At 16, she co-founded a boutique with her mom and quickly became frustrated after investing in agencies that treated every project as a standalone piece. The website looked one way, the flyers another. There was no red thread connecting the brand—nothing people could recognize, remember, and instantly relate back to the business.

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So she taught herself design. Then websites. Then marketing.

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What started as solving her own problem turned into freelancing, two degrees in Branding and Business Management, and eventually ASA.

More than 15 years later, Amelie continues to do what she loves most: helping businesses grow while building businesses of her own. Alongside startups and scale-ups, she’s working with global brands including Philips, Booking.com, Just Eat Takeaway.com, and Ferrari, while launching ventures spanning retail, fitness, real estate and digital platforms.

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Creative thinking, business experience, and hands-on execution shapes everything we do at ASA. When you understand your audience, you create brands that resonate, marketing that performs, and businesses that grow.

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Have an idea, challenge, or opportunity you’d like to explore?

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Let’s talk.