President and Founder
Michelle Collins and A Non-Agency, ranked #413 Top 500 Inc. Magazine 2020 Fastest Growing Privately Owned Businesses, are at the forefront of what brands and big agencies define as the ‘new creative’ for experiential advertising and marketing. Collins herself represents a new type of entrepreneur who brings together experts as part of her business model that are the best-of-breed in such specialized areas as UX, Spatial Planning, Fabrication, Software Application Design, Video and Motion Graphics, Creative Technologies, Lighting and AV, and Live Show & Event Production to deliver projects with a level of accountability and transparency that is often missing at the big ad agencies, she says. Such agencies of record as Publicis, M&C Saatchi and Big Spaceship, as well as luxury and other global brands including Richemont N. America, Lancome, Van Cleef & Arpels, and Google Play, to name a few, have tapped Collins’ firm to develop and deploy their experiential marketing initiatives. Collins has sometimes been responsible for launching and delivering the first project in Experiential Marketing for these big agencies, and now, she says, the biggest advertising agencies of record and luxury brands have taken notice of the business model and are shape shifting their services and experience design talent to identify and mimic what firms like hers have been crafting for several years. A Tokyo native and New Yorker for the last 18 years, she lives at the intersection of technology, fashion and cultural fashion. Her background in journalism, marketing and PR also lends a unique storytelling lens. A recognized expert in digital content, consumer marketing, digital platforms and experiential activations, she has been responsible for other projects such as: The Arcadium experience at Hudson Yards in NYC was a first VR and AR showcase for the Maisons of Richemont N. America. Never before have Cartier, Van Cleef and Arpels, Panerai, IWC, Montblanc, and Jaeger Lecoultre agreed to jointly engage in public temporary showroom where consumers were invited to discover and engage with the Maisons through technology exclusively. Van Cleef & Arpel’s NYC High Jewelry VIP Consumer Experience Program for 100 of its most affluent global clients at the French Consulate in NYC. Michelle Collins and A Non-Agency served as the Experiential Partner, Executive Creative Director and Producer for Digitas N. America on Delta’s booth at CES 2020 and Delta CEO’s Keynote Show in Las Vegas, the first time in CES history that an airline produced a booth or delivered the keynote. Candy Crush Saga’s World’s Largest Architectural Projection Mapped Game (according to the Guinness Book of World Records)
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