Since 2022
My name is Johanna Worth. This is my consultancy.
After twenty five years building brands, agencies and teams in luxury and premium, I now work with the people who run them as an independent sparring partner, counsel and accelerator.
About
A creative mind with a business instinct. I like growing brands and exploring new territories. Entrepreneur and intrapreneur, and a citizen of the world in the literal sense: I have worked and lived in eight countries across Asia, Europe and North America.
I started in advertising, on FMCG accounts. In 2008 I co-founded Mlle Noï, a boutique agency dedicated to luxury and premium brands, acquired in 2012 by Mazarine Group, an international creative and communications agency specialising in luxury, fashion, art and culture. I moved to New York in 2018 to set up the US affiliate agency. I have also been Global Head of Luxury at Amplify, the brand experience agency.
In early 2022 I founded Worth Connections, working as a strategic creative consultant, advisor and matchmaker for brands across fashion, beauty, jewellery, lifestyle and creative content production. Twenty five years inside the luxury and premium segments sit behind the work.
What I do
Founders, CEOs, boards
A senior outside view on positioning, growth and the shape of an organisation. A sparring partner, not a deck factory. I read the market and test the plan.
Positioning and brand equity / Growth and organisation / Certified Advisory Board Chair / Agency and roster arbitration
Scoped project work
A brief, a timeline, something delivered. Usually a pitch to run or a positioning to rebuild. Creative conception too: concepts and territories. I find the idea, I do not produce it.
Pitch and RFP leadership / Brand platform and positioning / Events and brand experience / Agency selection / Management of the appointed team
Leaders in a bigger role
Someone to think out loud with, not someone to tell you what to do. I am an entrepreneur myself, so the questions are familiar. I call it dynamic mirroring: I reflect the situation back until the answer becomes clear to you. A few people at a time, because attention does not scale. The goal is to make myself unnecessary.
One to one, on a set rhythm / First P&L, first team, first board / Moving between Europe and the US / Founders and their second act
Brands, agencies, talent
The right agency for a brief. The right person for a team. Sometimes the introduction is the business itself: a client, a partner, an investor. An international network built over twenty years and added to every week. Meeting people is the part of the job I like most. A good pairing is rarely about credentials. It is temperament, timing and chemistry.
An agency for a brief / A person for a team / New business / Two or three names, not a list
Working together
One session on a specific question. No preparation required beyond the question itself.
Scoped consulting against a brief and a timeline, delivered.
Advisory or mentoring on a set rhythm. From a two week assignment to a six month engagement, with a defined objective.
Advisory board member or chair, on formal terms.
Not a search. I introduce people I already know, when I read an affinity or a synergy between them. Nothing I would not vouch for.
Past and present
In their words
I had the opportunity to work with Johanna at different moments in her career, first at Mazarine in New York and later at Amplify. Johanna never leaves an idea where she found it: she questions it, adds an unexpected perspective and pushes it somewhere more ambitious.
I met Johanna when she was at Mlle Noï: she and her team built the KRUG brand platform with us and gave it a distinctive artistic expression. I stayed loyal to her afterwards, bringing her in whatever company I was working for. She is as operational as she is strategic, and she has a real talent for supporting leaders.
What stays with you is that she listens. She asks the questions you didn’t see coming, the ones you wouldn’t have thought to ask yourself, and she gets to the root of a situation quickly. She’s not a traditional coach, and I appreciate that.
To promote the leading European research centre for genetic diseases, we need partners able to grasp our mission accurately and with real perspective. Johanna’s vision, allied to her considerable insight, makes all the difference.
I have been truly impressed by Johanna’s ability to navigate between strategy, data, business models and internal politics to capture the essence of the brand and deliver such a right output: creative, ambitious, forward-looking.
As a manager, she is a strong coach and mentor who empowers teams, encourages bold thinking, and drives confident growth. Her guidance has had a lasting impact on how I approach leadership and complex challenges.
Excerpts from recommendations written on LinkedIn, 2026. Full texts available there.
Writing
Professional sometimes. Human always. A life spent growing, building, learning, and connecting people, ideas and cultures. I began by writing anecdotes with a takeaway attached: structured, and a little too mechanical for my own taste. So I opened it up. What moves me, what I notice, what I cannot stop thinking about. For whoever finds it inspiring, useful, or just a good read.
I’m French. The frenchiness in the writing is not a bug, it’s a feature.
Contact
Tell me the situation in a paragraph. If I am not the right person, chances are I know someone who is.