About me
I'm a London-based researcher, journalist and brand strategist with more than two decades of experience working for some of the world's most successful brands and creative agencies.
Specialising in cultural trends, consumer insight and brand innovation, I work with brands and business leaders to develop new products and services, content and experiences that engage existing audiences and connect with new ones.
With a culturally diverse background of my own, I'm equally at home supporting a brand to define its point of view and purpose as I am helping marketers connect with different cultures around the world.
Past projects include launching a radical digital music recommendation service with David Bowie, making a film to help launch the NikeiD design studio in London and for Unilever, decoding the cultural influences on attitudes to hair colourants in Japan.
I have taught a university degree course on ethnography and trend forecasting and supporting students in developing the skills required to tease out valuable insights from consumers.
I've written for a range of music, industry and thinktank publications and been quoted in Campaign, Media Week, FX, Retail Trends and Scandinavian Traveler magazine
As a public speaker, I have given talks at a wide range of events, focusing on how brands, retailers, airports and commercial property developers can meet emerging consumer needs and reflect industry innovation.
I use a variety of methodologies and outputs (video, print, digital, events) to help brands manage and respond to changing audience habits, market trends and industry disruption and depending on your brief, I have an extensive network of brilliant creatives I can draw on for projects.
Other skills include copywriting, brand strategy, innovation, creative strategy, brand identity, communications strategy, design projects, business development, client & project management, ethnographic research, trends forecasting, content marketing, social media, storytelling.
Please get in touch to find out more about how we can work together.
Projects credited in
- King's Road, LondonBranding London’s most iconic street. New brand identity and website for King’s Road, building on themes of reinvention and evolution. A bold typographic system reflects the road’s historic elements of ‘monarchy’ and ‘anarchy’, while the primary colour palette shouts King’s Road’s new identity from the rooftops.
Work history
Senior strategistWinkreative
- London, United KingdomFreelance
Employed as freelance Senior Strategist at Winkreative, a full-spectrum branding and design agency working on brand strategy, brand identity, communications strategy and design projects across hospitality to new products to major, mixed-use urban developments.
Senior StrategistYourStudio
- London, United KingdomFreelance
Help articulate an overall approach, vision and brand ambition of setting the benchmark in luxury cruise travel through its onboard retail offer.
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Skills
- Marketing
- Strategy
- Insights
- Consumer Research
- Brand Strategy
- Brand Identity
- Innovation
- Journalism
- Content Advisor
- Cultural Insight
Education
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BA Joint Honours Journalism and MediaLiverpool John Moores University
- Liverpool, United Kingdom
Awards
Nike ID Studio: Best Integrated campaignBIMA