Observed Signal · Apr 15, 2026 · Company Launch · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Ex‑Airbnb and 72andSunny Execs Launch Science x Story
Musa Tariq and Tim Jones, longtime colleagues with backgrounds at major brands and agencies, have left stealth to launch a new consultancy called Science x Story. Tariq — who previously led marketing at Airbnb, Ford and GoFundMe — and Jones — formerly at 72andSunny — say the firm’s mission is to bridge the disconnect between creative/brand organizations and business-focused strategy teams, and to realign how companies grow in an AI-driven future. Tariq argues agencies often lack business acumen while traditional consultants miss creative expertise; Science x Story aims to combine both skill sets to address that gap.
Announcement of a new boutique consultancy by industry veterans is relevant to agency and consultancy audiences but is a niche company launch with limited immediate industry-wide impact.
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Key Takeaways & Evidence Grounding
- Musa Tariq previously led marketing for Airbnb, Ford and GoFundMe.
- Tim Jones previously worked at 72andSunny.
- Tariq and Jones have launched a consultancy named Science x Story and emerged from stealth.
- The consultancy's stated aim is to bridge the disconnect between brand (creative) and business strategy and to help companies realign for an AI future.
- Tariq said agencies often 'struggled with the business acumen' while consultants 'never understood the creative.'
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