A strategy studio. A sector perspective.
PENCILS works where culture, media, business and public policy meet. We combine analytical depth with hands-on sector experience to help institutions, funders, media organisations and creative businesses address complex strategic questions.
Senior-led by design.
PENCILS is deliberately focused. Every engagement has a clearly identified senior lead, with additional specialists mobilised when the assignment requires them.
This model allows us to combine strategic continuity with the flexibility to bring in the right sector, research, policy, financial, legal or technical expertise for a particular question.
Roles, deliverables and confidentiality arrangements are clarified at the start of each engagement.
How we work.
We begin with the decision that needs to be made.
We then define the questions, evidence, people and methods needed to support it. Our work can combine research, stakeholder consultation, quantitative analysis, comparative benchmarks and working sessions.
We make assumptions and evidence gaps visible. Recommendations are connected to the organisation’s mandate, resources and capacity to act.
Ahmed Amine Azouzi
Founder and Managing Consultant
Ahmed brings more than 15 years of experience across strategy consulting, media, creative industries and public policy.
Before founding PENCILS, he worked with Accenture and BearingPoint in Paris, led Pathé Tunisia and advised Tunisia’s Ministry of Cultural Affairs.
His consulting work has included market and ecosystem studies, strategic transformation, media economics, programme design, public policy and organisational development across Europe, Africa and the MENA region.
Ahmed also founded and leads QLM Media. That operating role keeps questions of audience, editorial quality, production, technology and business development close to his consulting practice.
He trained as an engineer at Télécom SudParis and holds a Master’s degree in Telecommunications and Media Economics from Université Paris-Dauphine. He works in Arabic, French and English.
QLM Media.
QLM Media is PENCILS’ sister media company. It provides an operating perspective on editorial products, audiences, production systems and media innovation.
PENCILS and QLM have distinct scopes. A consulting engagement may draw on relevant operating experience, while any production or media-service work is defined separately.
Working with partners.
We collaborate with consulting teams, programme operators, researchers and specialist practitioners when their expertise strengthens the work.
When PENCILS works as part of a broader team, our role and contribution are described precisely.