Gusto Collective Company Profile

Background

Founded in January 2020 by technology and branding veteran Aaron Lau, Gusto Collective is Asia's pioneering BrandTech holding company. The company specializes in integrating advanced technology with storytelling to create immersive customer experiences. With a team of over 200 "Gustodians" and offices in Hong Kong, Shanghai, Tokyo, Singapore, Kuala Lumpur, Paris, and London, Gusto Collective has established itself as a leader in the BrandTech industry. The company's mission is to redefine next-generation customer experiences by seamlessly bridging the realms of Web2 and Web3, crafting immersive narratives, and providing advanced tech-integrated offerings.

Key Strategic Focus

Gusto Collective's strategic focus encompasses four core specialisms:

• Web3 Marketing Services: Developing innovative solutions that enable brands to engage with customers in the open metaverse.

• Augmented Reality (AR) Experience Platform: Creating immersive AR experiences to enhance customer engagement.

• Metahuman Platform: Leveraging virtual human technology to offer brand endorsements and social engagement.

• Luxury Marketing Services: Providing comprehensive services to elevate luxury brands' presence and connect with their audience.

The company targets markets across Asia, including Hong Kong, Mainland China, Japan, Singapore, and Southeast Asia, aiming to bring cutting-edge technologies to these regions and pioneer the next-generation digital economy.

Financials and Funding

As of May 2022, Gusto Collective has raised a total of $23 million in external funding. The most recent Seed Plus funding round, completed in May 2022, secured $11 million and was led by Animoca Brands and Gaw Capital, with participation from BlackPine, YCI Limited, and ClearVue Partners. The funds are intended to support geographic expansion into other parts of Asia, growth in Web3 services and products, and recurring-revenue product development.

Technological Platform and Innovation

Gusto Collective distinguishes itself through its proprietary technologies and innovative methodologies:

• 5G AR Lens: An advertising platform that enables brands to connect with their audience through experiential AR content.

• Metahuman Platform: An IP platform offering brand endorsements with digitally created humans to provide social engagement and brand collaborations.

• Web3 Virtual Event Platform: Under development, this platform aims to offer virtual art spaces, exhibitions, and events in the metaverse.

These platforms leverage advanced technologies such as Unity/Unreal engines, 3D modeling, and both front-end and back-end designs to create immersive and engaging customer experiences.

Leadership Team

• Aaron Lau: Founder and CEO, with extensive experience in technology and branding.

• Chloe Reuter: Founding Partner and Vice Chair, bringing expertise in luxury brand communications.

• Jeff Zielinski: Chief Financial Officer, appointed in March 2022, with a background in financial management.

• Michael Ng: Chief Operating Officer, overseeing operations and strategic initiatives.

• Shabaz Hussain: Managing Partner, Japan, leading the company's expansion in the Japanese market.

• Gwen Nguyen: Managing Partner, Japan, focusing on digital transformation and technology advisory.

Leadership Changes

In March 2022, Gusto Collective appointed Jeff Zielinski as Chief Financial Officer, based in Hong Kong. Zielinski brings experience from previous roles at Dymon Asia Capital and Goldman Sachs.

Competitor Profile

Market Insights and Dynamics

The BrandTech industry is experiencing rapid growth, driven by increasing demand for immersive customer experiences and the integration of advanced technologies such as AR, VR, and Web3. Asia, with its digitally native population and high internet and gaming penetration, presents significant opportunities for BrandTech companies.

Competitor Analysis

Key competitors in the BrandTech space include:

• GoGoChart Group: Specializes in mobile app marketing and user acquisition strategies.

• Metacurio: Focuses on NFT and blockchain-based marketing solutions.

These competitors offer services that overlap with Gusto Collective's offerings, particularly in the areas of digital marketing and Web3 solutions.

Strategic Collaborations and Partnerships

Gusto Collective has established significant partnerships to enhance its market position and innovation capacity:

• CSL: Collaborated to create 5G AR experiences through a proprietary AR application.

• Phillips Auctioneers: Partnered on the world's first real-time generative data art based on auction data.

• Pixar Fest: Developed AR experiences for the event held at Harbour City mall in 2021.

Operational Insights

Gusto Collective's strategic acquisitions have bolstered its capabilities and market reach:

• Reuter Communications: Acquired in 2020, expanding the company's presence in Mainland China.

• Mercury Integrated: Acquired in June 2023, facilitating expansion into Southeast Asia and enhancing luxury marketing services.

These acquisitions have enabled Gusto Collective to offer a comprehensive suite of services and strengthen its competitive advantage in the BrandTech industry.