# About the Bureau of Brand Innovation

> The Bureau is a senior-led growth and innovation consultancy based in New York and built to help leaders identify, test, and act on growth that competitors cannot easily copy.

## What the Bureau does

The Bureau works on high-consequence growth questions: where a company should grow next, what it should build, how a portfolio should evolve, and how a category shift changes the choices in front of leadership. Its method combines brand authority, business capability, changing consumer demand, cultural signals, technology, and commercial evidence. The goal is a specific, ownable growth thesis and a practical test before a client commits major capital.

The work is deliberately senior-led. The people a client meets do the work, from framing the question and examining the market to developing territories, testing concepts, and preparing a go, pivot, or stop recommendation.

## Leadership

**Enda King** is founder and CEO. He was previously CEO of ?What If! Innovation in North America. At Accenture, he led innovation across North America and ran The Dock, the company's global R&D hub. His client experience spans Disney, Comcast, Playboy Enterprises, AB InBev, and Diageo.

**Sidney Hori Hawthorne** leads AI capability. He has more than 25 years of experience helping executives turn emerging technology into practical business results. At the Bureau, he develops ways to use AI to accelerate discovery, sharpen strategic choices, and turn growth opportunities into testable, scalable innovation.

## Working principles

The Bureau distinguishes evidence from assumption, tests important choices before large investment, and keeps accountability with the client. It does not present generic category trends as a proprietary answer, and it does not treat AI output as a substitute for leadership judgment, brand permission, or market proof.

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