Brand consultant, Fractional Creative Director and Creative Leadership Advisor.
My portfolio includes board advisory, brand consultancy (through my agency, 17days) and creative project roles for a range of businesses and agencies, mainly within tech, sports, health & wellness and lifestyle & entertainment.
I bring an inspiring, energising and highly commercial approach to organisations in need of business-building creative support, backed where necessary by my trusted network of the very best creative, comms and coaching specialists in the industry. These relationships have been built over more than two decades, so you can be confident that I will know the right fit for your business – whether that’s an agency, freelancer, brand or rights holder.
When we work together, you get access to my experience and my world. I aspire to be an extension of your team, bringing a fresh creative perspective to your immediate and longterm challenges and opportunities.
Specialist Areas.
Technology.
Leading the full re-brand of autonomous vehicle pioneer, Wayve - the UK’s largest AI-investment story at $1.05bn.
Writing the story to launch an AI-engineering design startup led by Lockhead Marting Skunk Works geniuses, APQX.
Building multiple brand experiences for Google products and services - from Cloud to Chrome.
Working with Accenture to build a connected, valued and growing ‘Technology ecosystem’ of clients, partners and prosepcts through epic live events.
Leading the branding and value proposition of StadiumLive - a pioneering sports wifi platform rolled out with Cisco.
Health, Wellbeing & Sport.
Building brands for progressive health, wellness and performance startups including Muuvr, FLOWBIO and Insiders.
Providing creative guidance to cult London running apparel brand, Acid Running, as a strategic investor.
Leading ENGINE Sport’s creative offering through awards, acquisitions, restructures, Brexit and Covid-19.
Delivering 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.
Establishing Oakley’s sports marketing operation in the Middle East from the ground up, including athlete recruitment and PR.
Lifestyle & Entertainment.
Bringing innovation-led storytelling to the re-launch of disruptive drinks brand, Nicholson.
Helping TUI motivate a human workforce of global travel agents to embrace A.I. as friend, not foe.
Working with Heineken, Pernod Ricard and Jägermeister to create a new breed of brand experiences that reflect young people’s changing attitude to alcohol and socialising.
Launching my own social enterprise in the art sector - a passion project born out of personal experience (Instagram @InigoScout)!
What I do.
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End-to-end brand development including value proposition, positioning, values, tone of voice, verbal and visual identity. Culminating in brand guidelines, artwork assets and ongoing guidance for deployment through all channels.
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Commercially-led, compelling, succinct storytelling and presentation design for multiple selling scenarios including partner, investor and prospective customer pitching.
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Working as a freelance or fractional creative director, delivering creative leadership, big campaign ideas, and helping marketing and pitch teams ensure succinct, seductive selling.
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Working one-to-one or one-to-team with founders, CEOs, CMOs and marketing teams to drive personal and business progress through commercially-creative leadership, behaviour and storytelling.
Coaching and mentoring delivered remotely, on-site or at Found Outside retreat.
Biography.
Drawing on over 25 years working with the world’s hottest agencies, biggest brands and sharpest startups, I specialise in the technology, sport, health & wellbeing and lifestyle & entertainment sectors, across brand-creation, campaign ideation and creative leadership & culture consultancy.
Currently, AI features heavily in about half of my work. I advise a number of companies at various stages of growth who are embedding AI in their product, service and commercial model, helping them get the narrative, quality and tone right for partners, investors, employees and customers. Most notably, I led the brand re-launch for Wayve, the autonomous mobility company that subsequently secured the UK’s largets ever Series C funding at $1.05bn.
I aspire to build close, empathetic, supportive relationships with my clients, be they founders, CEOs or CMOs. I balance careful listening with clear, compelling guidance. I’m continually training in coaching modalities and techniques and work specifically as a trusted coach for a number of clients at key points in their careers, including the former Head of Technology at Accenture, the former Head of Brand & Marketing at Jamie Oliver Group, and the former CEO of Snack Media.
I also work as a Personal Brand specialist and Creative Performance specialist with Ground+Air, one of the world’s most progressive performance & wellbeing consultancies, with clients including Pinterest, Red Bull Racing, Holland & Barrett and Arsenal FC. Our core mission is to help founders, leaders and teams find their Flow and fulfil their true potential in work and life.
I’ve led award-winning work for Google, Accenture, Vitality, Bose, Heineken, Under Armour, UEFA, WWE and the International Olympic Committee, leading the development of big ideas and campaigns that are distinctive, seductive and packed with commercial opportunity.
More recently, through 17days, I’ve dialled up my time delivering affordable brand consultancy to startups, supported by small ‘Hot Teams’ of specialists drawn from my trusted network of suppliers. Highlights here include the end-to-end branding for the launch of seed stage startups FLOWBIO and INSPIRED.
I’m rare in that I have always worked across branding, film, social media, PR, brand experience, partnerships and internal culture. I actively seek out a wide range of projects and relationships, rather than confine myself to a tight specialist area. This satisfies my hunger for variety and ensures there is always a fresh, tactical depth to my strategic and creative thinking.
A passionate, honest and intuitive team-player - not a precious creative prima-donna - I get my kicks from inspiring, unlocking, enabling and energising other peoples’ brands, businesses and lives. Clients often say I bring a sprinkle of magic dust to everything I do.