The new outfit, STAND, is a niche advisory firm operating out of Thailand that aims to assist leaders "identity and formulate "what they stand for. "Hence the name stand," Sanchez told PRWeek. Pooling together a team of experts (whose identity is being kept secret) in communications, finance and political science the firm will focus on three core activities: Creating narratives for leaders, developing and implementing sustainable business strategies and working in the government relations and external affairs sector on marketing related matters.
"There’s a real opportunity to stand shoulder-to-shoulder with authentic leaders and have powerful conversations that enable them to deliver their ambitions," said Sanchez.
"STAND is not a PR agency, nor is it a marketing company," he clarified. "it’s an organisation that will partner with leaders wishing to refine their purpose."
Although initially focused on Singapore and Thailand, STAND has plans to expand into Myanmar. When PRWeek asked Sanchez what inspired him to use of the take-away coffee cup as the corporate logo he revealed his plans to start to a sustainable coffee business out of Thailand. "This is part of our strategy to engage with community groups and small scale agricultural entrepreneurs, building out their marketing ability to help diversify and grow their brands," he said.
Sanchez quit Unilever in April after a three-year stint where he led communications responsibilities for Unilever across Russia, Africa, the Middle East, Southeast Asia and Australia. He was also responsible for the implementation of Unilever’s Sustainable Living Plan across the Asia Pacific region.