Al Berry: Jay, thank you for taking the time to chat today. Let’s start at the beginning. Can you share a bit about your background and early life?

Jay Kossifos: Of course! Appreciate the time. Although I'm now American, I grew up in England and spent 20 years living and working in London and Sydney. From an early age, I was drawn to the creative arts—graphics, painting and creative writing, in particular. Eventually, my interest shifted toward the commercial arts of branding, graphics, and storytelling. That combination of art and strategy set the foundation for my career. I was always fascinated by American history and culture and knew at an early age that one day I would move to the USA. After working transatlantically for 10 years, splitting my time between continents, I have now been in Los Angeles for nine years and am proud to be a U.S. citizen.

Al Berry: Your educational journey zigs and zags. How did that shape your approach to branding?

Jay Kossifos: Life long learning has been a cornerstone of my career, I'm super-curious. I earned a 1st BA Hons in Creative Advertising and Strategic Marketing from De Montfort University, studied at Central St Martins for creative writing, and explored Metaphysics: Reality, Being and Existence at Oxford University. This mix of disciplines—advertising, storytelling, and philosophy—taught me how to think critically about identity, meaning, and perception, which directly informs my approach to brand. Understand the context and culture, then distill to the most potent artful expression that connects deeply with people.

Al Berry: How did you get your start in the industry?

Jay Kossifos: In advertising? I worked at the top 5 agencies like DDB, BBDO, and Leo Burnett in London. After 13 years there, I moved to Sydney and spent a few years with Saatchi & Saatchi and BelgiavaniWilliamsMcKay. Those global experiences gave me a deep understanding of creative execution and strategy, which later became the foundation of my work with global brands.

Al Berry: You later transitioned to leading global marketing efforts for Bacardi, and that's where we first worked together - can you tell us about that?

Jay Kossifos: Absolutely. I was scouted by the Bacardi Family to lead Global Marketing in Culture Engagement for all family rum brands. That role allowed me to work on consumer engagement platforms with Kendrick Lamar, Vice Magazine, and Formula One partnerships through Martini Williams Racing. It was also the start of collaborations with Virgin Galactic and Sir Richard Branson. It was during this period that I refined my approach—blending high-concept creativity, cultural resonance, and commercial impact.

Al Berry: How did your work with Richard Branson evolve?

Jay Kossifos: Richard has been an inspiration for me for years, in many ways his ethos is ingrained in my DNA. There's not a week that goes by that I don't calibrate against two mantras 'Do business for good' and 'Screw it lets do it'. When I joined Virgin Atlantic as Global Head of Brand, I worked with Richard and led the largest brand exercise in Virgin Atlantic’s history. We redefined the brand’s purpose as ‘Everyone can take on the world,’ a mission that has endured and become central to the company’s identity. That purpose continues to shape decision-making, from economic strategies to staff uniforms, and reinforces Virgin’s reputation as a challenger brand that empowers people to think big and act boldly. I also got marooned in the British Virgin Islands on the way to Necker Island, but that's a story for the pub.

Al Berry: I think you've told me that one before… Working with visionaries like Richard Branson, Peter Diamandis and Elon Musk must have been transformative. What lessons did you take away from those collaborations?

Jay Kossifos: Working with leaders like Branson and Musk taught me to think big—very big—and to execute relentlessly. At XPRIZE, where I worked as Chief Strategic Officer, I collaborated with Anousheh Ansari and Peter Diamandis on a daily basis, both are incredible visionaries and they empowered and leverage me as a catalyst, helping founders articulate and amplify their boldest ideas.

Al Berry: That brings us to Pay Close Attention. What inspired you to launch the venture studio?

Jay Kossifos: Pay Close Attention is really my love letter to founders and entrepreneurs. I wanted to create a space where visionaries could thrive and realize their most ambitious ideas. Founded in 2021, the studio is based in LA and London, and we focus on brand, strategy, and innovation—particularly in the attention economy. We work with startups, scale-ups, celebrities, and global talent to shape cultural and commercial impact. Pay Close Attention is a unique proposition combining the creativity of a brand agency, rigor of management consultancy, diligence of a fund, and the empathy of a trusted coach to build world-changing ideas. It epitomizes my philosophy of authenticity and simplicity. Pay Close Attention’s model is built on Creative, Cultural, and Catalytic capital, providing startups with the strategic advantage they need to scale and succeed.

• Creative Capital: We create iconic brand mythologies.
  We’ve worked with brands like Virgin Atlantic and XPRIZE, revitalizing their identities and strategies to stand out globally. Our design-driven approach ensures startups establish strong visual and strategic foundations that resonate with audiences.

  
  

• Cultural Capital: We amplify brands on the world stage.
  By tapping into cultural relevance, we helped The Giving Movement successfully enter the U.S. market with connecting to talent, creators, brand and media partnerships in advance of launching a flagship store in Soho, New York. We integrate storytelling and brand authenticity to drive meaningful connections and market impact.

  
  

• Catalytic Capital: We help brands build and extend runways.
  We provide the momentum needed to break through barriers and achieve rapid growth. Additionally, PCA has an extensive network of Ultra-High-Net-Worth Individuals (UHNWI), funds, and VC relationships to support founders in extending their runways and securing sustained growth.

  
  

Al Berry: Can you elaborate on the studio’s approach?

Jay Kossifos: Our model is selective and deeply collaborative. We work with only five founders at a time, ensuring each project receives a high level of focus and personal investment. Venture studios are becoming a leading model for building and scaling startups, offering a combination of capital, operational expertise, and resources that traditional venture capital often cannot match.

Startups backed by Pay Close Attention achieve Seed and Series A funding 2.2x to 3.3x faster than traditional startups and have a 30% higher success rate, with 72% reaching Series A. We help startups reduce time to market by 40%, accelerating growth while mitigating risk. Venture studio startups also deliver an impressive IRR of 53%, outperforming the 21.3% seen in traditional VC-backed ventures.

By validating business ideas early and emphasizing iterative market testing, we reduce the risk of failure. Our startups reach product-market fit 50% faster, benefit from structured scalability, and experience a 3x valuation increase within two years. With access to experienced leadership and top talent, we help founders make smarter decisions, scale faster, and ultimately achieve exits in just 3.85 years—nearly half the time of traditional startups.

Al Berry: What’s next for 2025?

Jay Kossifos: 2025 is set to be a milestone year for us. It's our 3 year anniversary. We’re expanding into more emerging markets to support visionary founders where innovation is needed most. Additionally, we’re closing out our $35M debut fund, which will be ready for deployment throughout 2025. This fund will allow us to back even more founders and scale transformative ideas into impactful businesses. It’s an exciting time, and we’re prepared to seize the opportunities ahead.

Al Berry: The attention economy is growing rapidly. How do you see this moment in history?

Jay Kossifos: Today, we’re living through the most pivotal moment in the story of humanity. In the next 20 years, humanity's population will increase by 25%—an additional 2 billion people—with over 40% under 25 years old. The United Nations calls it a YouthQuake. I call it f*cking exciting. This rise in population provides monumental opportunities to reimagine societal and environmental systems, from clean water and renewable energy to education, healthcare, and nurturing communities.

We’re at a tipping point—the greatest creative, cultural, and commercial opportunity of the 21st century. My mandate is clear: empower the creative class.

Al Berry: Finally, what advice would you give to aspiring entrepreneurs?

Jay Kossifos: Genius is everywhere, and our job is to discover and accelerate it. Stay curious, be bold, and never lose sight of your vision. And, of course, pay close attention to the details—they’re what make the difference.

Al Berry: Thank you, Jay. It’s been a pleasure.

Jay Kossifos: Likewise, Al. Thanks for having me.

Ready to Build Your Future?

Partnering with Pay Close Attention means more than just funding. It’s about building smarter, faster, and stronger businesses that are designed to succeed. Led by Jay Kossifos, a globally recognized expert in brand strategy and venture building, we offer unparalleled insights and execution. If you’re ready to accelerate your startup journey, get in touch with us today.

Interested in reshaping your brand to thrive in the attention economy?

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