I build strategies for our new realities.
We’re in a paradox. Consumer attention is more fractured than ever, so brands need greater coherence to build meaning. Meaning evolves faster than ever, so brand identity needs to flex and stretch whilst maintaining integrity. How we consume information is ever more superficial, so brands need to be built on more powerful, deeper insights to make connection at speed.
Brands need strategy that is anchored in original cultural and behavioural insight, social context and consumer empathy. Strategy to hold and guide brave brand behaviour that earns attention in todays’ complex ecosystem.
Working across the earned space from brand experience to creator partnerships to PR, I can join the dots that create a magnetic brand world.
I’ve been shaping and sharing brand worlds for over 15 years. I’ve sat in all the chairs, as a strategy director in agency, leading multi-disciplinary (content / production / design / experiential) activation teams and in global positions in house.
I understand the importance of strategy that translates off the page and makes a difference to the business. I’ve worked with clients from big brands (Coca-Cola, Microsoft, Nike) to start ups, and now consult for both agency and brand teams in a wide range of sectors.
Nike x Sports Direct
Women’s fitness strategy: brand alignment strategy, category positioning, proposition and cross channel playbook.
Absolut Group
Global earned media strategy: creating approaches for each brand to work independently and strategically across the group.
Columbia x Frasers Group
European category launch strategy: consumer insight, category positioning, proposition and cross channel playbook.
Isopure
UK launch positioning, campaign and communications strategy: translating a US wellness category leader into the UK market.
Motia
Rebrand: full service insight, strategy, repositioning, brand architecture, rename and new visual identity in the B2B tech space.
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