Brand Consultant, Non-Exec Creative Director, Creative Leadership Advisor / Mentor.
I help organisations develop business-building big ideas that bring clarity, confidence and commercial opportunity. Sometimes I do this through my brand consultancy, 17days. And sometimes I work as a Non-Exec Creative Director or ‘Creative Leadership’ mentor (working one-to-one or one-to-team).
I’m a hugely-experienced, highly-commercial, channel-neutral Creative with over 25 years’ experience helping brands and organisations including Google, Under Armour, Accenture, Vitality, Bose, Heineken, UEFA, WWE and the International Olympic Committee.
I specialise in the tech, sport & entertainment and lifestyle sectors. I’m rare in that I have always worked across film, social media, PR, physical and virtual brand experience, partnerships, employee engagement and high-level branding, from where it all flows.
Recently, a large proportion of my work has been AI-centred. I work with a number of companies at all stages of growth who are embedding AI in their commercial model , specifically helping them get the quality and tone of their AI story straight.
I spend my time developing the value proposition, creative output and culture of many different kinds of companies, from early-stage tech startups to big global brands to networked agencies inside Omnicom, Publicis and Engine.
I do hands-on creative work and also provide one-to-one creative counsel to CEOs, and CMOs, and work as a mentor for next-gen talent across a number of different businesses. With many clients, one leads to another and I become an extremely cost-effective member of the team.
I’m a passionate, honest and intuitive team-player not a precious prima-donna. I get my kicks unlocking, enabling and energising, not ‘owning.’
Everything is an opportunity. I’m cursed with the affliction of finding other peoples’ businesses irresistibly interesting.
Give me a shout. I’d love to help.
Sector specialisms.
Technology.
Leading the creative packaging of StadiumLive - a sports wifi platform rolled out in collaboration with Cisco. Showcasing new Google products and services - from Cloud to Chrome - to highly-targeted guest lists of revenue rain-makers. Working closely with Accenture to build a connected, valued and growing ‘Technology ecosystem’ of clients, partners and Accenture people - initially through epic live events, now evolving into a virtual experience programme.
Technology marketing is about much more than innovation, efficiency and scale. It’s about warmth, a human dimension and increasingly, an ethical responsibility. A rich playground for creativity!
Sport & Entertainment.
Building Oakley Inc.’s sports marketing operation in the Middle East from the ground up, back in the day. Leading the global re-brand of the Perform Group in preparation for DAZN takeover. Launching and growing the world’s first sponsorship-focused social media agency at the height of the social boom. And, leading Engine Sport & Brand Experience’s creative offering through acquisitions, restructures, Brexit and Covid-19.
The commercial context of my sports marketing experiences has changed dramatically, as have the ways in which I’ve leveraged sport to gather crowds, tell stories and drive revenue through great ideas.
Lifestyle.
Helping TUI motivate a ‘human workforce’ of global travel agents to embrace technology as friend, not foe, as the business pursues growth through turbulent times. Working with Heineken, Pernod Ricard and Jagermeister to create a new breed of brand experiences that reflect Gen Y and Z attitudes to health and wellness,. And, finally, launching my own social enterprise in the art sector - a passion project born out of personal experience (Instagram @InigoScout)!
Always developing ideas from the audience up. From insights out. To impact culture - be that employee or consumer - you’ve got to get inside the subculture.
