12.29 Employee Directory

Marketing ServicesUnited States2-10 Employees

12.29 operates within the marketing services space, using scent as a core element of brand identity to forge immediate, memorable connections between brands and consumers. The firm partners with leading brands to transform communication and deepen brand loyalty, while focusing on elevating the modern luxury experience for hospitality, fashion, transportation, and retail companies worldwide.

Based in New York City, New York, the company maintains a small team and is led by cofounder Dawn Goldworm, who shapes the scent identities for clients such as Mercedes Benz, American Express, Valentino, Lady Gaga, The Viceroy Hotel, and Art Basel/Design Miami. Its work targets luxury brands seeking to differentiate through sensory branding and stronger consumer relationships across global markets.

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