Filipa Appleton, who was brand marketing director at Continente until the end of July 2026, is launching a strategy consultancy called Airprox Consultancy. Over 25 years of career, during which she also worked at companies such as Galp and Lidl, Filipa Appleton realized there was no adequate market response for more strategic questions and for how companies view their challenges. The project thus emerges to address this need, working with companies and agencies to place the pursuit of relevance and value creation at the center of decisions.
Airprox Consultancy is born integrated into Airprox Connecting Business, a company founded by Fernando Appleton, Filipa's husband, at the end of 2020, which had remained relatively dormant. The new project aims to help companies of different sizes, from small and medium-sized to large organizations, offering pragmatic and agnostic support. The starting point is to look at the company, products or departments as value creation units and enhance that capacity.
The consultancy's intervention can focus on challenges already recognized by companies, such as clarifying brand purpose, increasing the customer base, aligning internal communication or launching products. Filipa Appleton uses for this the Clarity Method, a methodology she developed which involves identifying and analyzing the question to address, the actions necessary to respond to it, and monitoring and measuring results.
In this first month of activity, Filipa Appleton has already registered the brand, developed the website and held meetings with potential clients, and is already working on projects in the areas of tourism, beverages, banking and energy. The professional identifies consultancy and agency strategy areas as competition, but believes she can bring value to the market with this more transversal approach.
