CHICAGO — MSL’s US integration lead Amy Cheronis has left the agency to start her own consultancy specializing in startups.

Cheronis, who also oversaw MSL’s Chicago office, launched the new firm, Scratch Communications Collective, with co-founder Melissa Pins, who has long worked with startups and is herself an entrepreneur. 

Their combined experience, Cheronis said, will enable them to provide startups a specialized offering that includes brand and communications strategies as well as go-to-market consulting, covering product conception to consumer experience and growth strategies.

“We are not trying to start another PR agency but trying to do something that feels relevant for what’s happening today,” Cheronis said. “There is so much interest and money going toward the disrupters, the new companies that we’re building for tomorrow, that we want to take part in that and help them.”

Cheronis had been with MSL for more than four years, joining after more than six years with fellow Publicis firm Leo Burnett, where she led global and US communications. Before that, Cheronis spent a decade leading DDB and Tribal DDB’s US communications.

"It’s always hard to say goodbye to partners like Amy who so naturally lead with humanity," said MSL US CEO Diana Littman. "We all wish her the very best and look forward to seeing her new venture take flight."