Build your base

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Andrea Lindzey

Owner, WAXX

ABOUT

Humans are biologically wired for stories. Whether telling or consuming them, it’s in our very nature to connect with them, remember them. Brands must learn to be gifted storytellers to stay connected to our humanity – and our wallets. Brand builder, writer, and producer Andrea Lindzey founded WAXX, a branding and creative services micro-agency, to help brands craft, tell, and live better stories. As the owner and chief consultant at WAXX, she builds and deploys strategic brands across content, press, products, and people.

Lindzey holds a BA in psychology from Rice University, as well as an MA in Advertising and an MA in Public Affairs from the University of Texas. Her education, along with a 15-year background in stage production/performance and a four-month anthropological voyage that gave her the gift of sailing around the world, have laid the foundation for empathic observation, inclusive communication, and a globally-conscious approach to branding, where data-based insights meet the art of the story.

Lindzey began her career in ad agencies, researching and copywriting for public sector organizations and the P&G family of brands, before working independently for startups in eco-tourism, e-commerce, and music/entertainment. She then moved into tech marketing, managing global events, campaigns, and content programs at SaaS company Spanning (by DELL/EMC). Following her passion for wildlife conservation, Lindzey next led the marketing and communications efforts for Texan by Nature, founded by former First Lady Laura Bush, where she wrote speeches for Mrs. Bush for television appearances, national symposiums, and fundraising galas, in addition to supporting the development of foundational messaging and content strategy for the organization.

Transitioning to design and innovation, Lindzey served as Marketing Director at argodesign, where she built the marketing team and infrastructure while developing and executing content, social, PR, event, and brand programs, including a charity education partnership with Girls Who Code and the publication of Voices in AI vol. 1 (Gigaom Publishing). As a director at innovation firm Thinktiv, Lindzey delivered transformational market strategy and brand solutions to mid-market private equity, early-stage, and enterprise clients, as well as created impactful content to support these strategies.

Lindzey lectures on brand development (SXSW, AC4D, CMBXP) for individuals, artists, and businesses and is also a dance fitness instructor at GreenBird Fitness, an avid yogi, water-skier, musician, and a volunteer with the APA Neonatal kitten unit. She’s eager to sip tea and talk about family systems psychology, wildlife and environmental advocacy, screenwriting, stand up, and songwriting.

Illustration by Angel Ortega.

SESSION:

More Than a Pretty Face: 5 Steps to a Strategic Brand