new aera was created to advance new ways for companies to create customer value, build defensible brands and generate new forms of intelligence.

The project and practice was created by Thor Otar, to merge many years of experience in building strong brand positions for global businesses and launch break-through initiatives, with the possibilities of the agentic economy and customer.

We are an open studio and an evolving practice. We partner with individual experts, specialist agencies and organisations to create bespoke solutions, and bring new knowledge to market on how brands defend and deploy hard earned equity and power.

Today, brands are exposed and exercised across an exploding volume of teams, assets, experiences and channels. The key to growth, is to ensure all elements play together, synced against shared truths and ideas. The new area project is built on this idea; to help brands experiment with what they can do and where they can go, by making sure its all connected at the root.