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Ex-160over90 exec Sam Stark launches GenAI-focused consultancy Phyusion

The former 160over90 EVP has been operating her fractional shop in stealth mode, working with clients including New York Life, Cote Luxury Real Estate, and Outdoorsy.

NEW YORK: Former 160over90 executive Sam Stark has launched Phyusion, a consultancy focused on innovation and communication with a focus on generative artificial intelligence.

The firm offers services in three areas, including strategic communications transformation, generative AI-powered content optimization, and on-demand specialist teams that allow for the plug-in of experienced leaders through a network model, according to Stark. She is serving as founder and chief strategist of the firm and is its sole full-time employee.

The name Phyusion is derived from the word “fusion,” reflecting the combination of two forces — in this case, human expertise and advanced GenAI capabilities — to create something new, Stark said.

Phyusion has been operating in stealth mode for the past three months, taking on clients to test service areas, according to Stark.

“If anyone says they know exactly what's going to happen with GenAI in our industry, that's just not true. Nobody really knows what's going to happen,” she said. “I found the way that I reformed and looked at my service offerings by first piloting and taking on a few clients while building [the agency] allowed me to figure out what people want, what the market wants.”

Stark became interested in AI while working as an SVP at Ketchum, running parts of IBM’s work. The “big moment” came when ChatGPT launched, Stark said, noting that she became “obsessed” with the possibilities of what AI would mean for the industry and communications workflows.

When she departed 160over90 after five years in March, Stark said she knew she either wanted to focus on AI innovation at the agency level on her own or join an AI-focused company.

“The reality of how fast this is moving is that you have to be doing it full-time to really understand what it's capable of,” she said. “For me, I knew it was always going to be one of these paths.”

The consultancy has been in touch with 30 boutique agencies, senior marketing consultants, and freelancers who have expressed interest in pitching for business together.

The consultancy plans to function as a fractional agency, pulling on expertise and specialists such as Christian Carl, former 160over90 executive creative director, and Martin Waxman, president of Martin Waxman Communications, for short- to long-term projects.

The firm has worked on projects ranging mostly from three to six months in length and with clients varying in size to understand what works for brands of each size and scale, according to Stark.

Clients include New York Life Insurance Company, Cote Luxury Real Estate, and Outdoorsy, whose founder, Jennifer Young, has transitioned as a client with Stark from Ketchum to 160over90 to her new venture.

Stark has worked with New York Life on GenAI adoption to innovate its comms process, Cote Luxury Real Estate to initiate a full-scale digital transformation, and Outdoorsy to refine and personalize its brand voice through GenAI-powered brand storytelling.

Cote Luxury Real Estate COO and co-founder Cristina Cote said in a statement that Phyusion’s “comprehensive assessment and tailored strategy allowed us to automate our sales and marketing processes, freeing us to focus on higher-value work.”

Stark said that the goal of her consultancy is not to compete directly with traditional agencies but to serve as a strategic ally for clients.

“I'd never see us being an agency of record, doing everything from strategy through ongoing, long-term execution,” she said. “I see us coming in to be the strategic partner in that moment that you need it, whether that's a transformation or that's a big marketing moment and then empowering your team to do a lot of the execution while continuing and providing ongoing counsel where and when you need it.”

Stark added that she is focused on growing the consultancy in three core service areas where she’s seen a need from clients: AI education, implementation, and outreach. “To me, it's industry agnostic,” Stark said. “The goal is to empower communicators to adopt this technology to elevate their work. That's really what it comes down to.”

Prior to joining Endeavor’s 160over90, Stark was an SVP at Ketchum for more than seven years and a VP at Burson-Marsteller, according to her LinkedIn profile.

Story link: https://www.prweek.com/article/1886277/ex-160over90-exec-sam-stark-launches-genai-focused-consultancy-phyusion