Anthony Saniger

A consumer-focused brand builder and passionate entrepreneur, Anthony Saniger brings over 17 years of expertise in marketing for beauty, fashion, and wellness industries. Known for his strategic vision and creative approach, Anthony has a proven track record of helping brands unlock their potential and connect meaningfully with their audiences.

In 2015, Anthony founded Act Second, a strategic and creative marketing agency based in New York City. Since its inception, Act Second has partnered with businesses of all sizes—ranging from startups to global enterprises—to deliver tailored solutions, including rebranding, positioning, digital strategy development, and go-to-market planning.

Beyond his agency work, Anthony serves on the board and invests in brands across the CPG, beauty, and hospitality sectors, where he leverages his deep industry knowledge and entrepreneurial insight to drive growth and innovation.

Driven by a commitment to excellence, Anthony thrives on transforming ideas into impactful campaigns that elevate brands, inspire consumer trust, and foster lasting connections.

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Leadership Team

We're a tight-knit, yet global-based team of creative thinkers. Our diverse backgrounds and experiences fuel our dynamic approach, allowing us to be nimble and responsive in a fast-paced world. We believe that the best ideas come from a mix of perspectives, and our collaborative spirit ensures that every voice is heard and valued.

Anthony Saniger Act Second Founder Joey Cupelli Act Second Dan Battelle Act Second

Currently We are 50% prior founders, speak 6 languages, and work across US, Europe & South America.

Our teams are headquartered in New York with offices in both Barcelona and London.

NYC
BCN
LDN

After years of building separate brand and digital experiences, I realized it was time to bridge the gap between the two. Reacting quickly, doing away with inefficiencies and creating work that is cutting-edge both aesthetically and functionally.

Anthony Saniger

CEO & Founder

If you’re passionate about purposeful work, we want to meet you.

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