NEW YORK — The Sway Effect is launching a new division focused on developing long-term brand strategies, which will be led by industry veteran Mitch Markson as chief creative officer.

Sway Forward aims to help clients break free from short-term thinking and focus on building sustainable brands with an eye on the future through proprietary tools and workshops. The division will be powered by Imagination Satellite, a new venture from Markson and colleague Eric Ponsky focused on fostering greater imagination and innovation in the creative process.

“Most brands are rooted in the next few months. They are not thinking 18, 24, 36 months ahead,” said Sway Effect founder and CEO Jennifer Risi, adding that brand longevity is dependent on long-range strategizing.

Said Markson, “A lot of this is about encouraging and provoking clients to think forward.”

Markson brings nearly three decades of experience to Sway Forward, which will be piloted from September to December.

Before running his own consultancy, was at Ogilvy, where he served as global consumer practice president, and Edelman, where he was global creative director for consumer brands.

The new division’s launch coincides with Sway Effect’s five-year anniversary.