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 highly-commercial, channel-neutral Creative with over 20 years’ global 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.
I’ve spent the last 10 years developing the creative proposition, people and processes of many different kinds of companies from startups to big brands to networked agencies inside Omnicom, Publicis and Engine. I have provided personal creative counsel to CEOs, CMOs, Managing Directors and Marketing Directors, often against the backdrop of great change and, more recently, great uncertainty. ‘Creativity’ in its broadest sense is often a powerful catalyst for strengthening culture and commerciality.
I’m a passionate, honest and intuitive team-player not a precious prima-donna. I get my kicks enabling and energising, not ‘owning.’
Everything is an opportunity. 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 in the wake of Covid-19.
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 huge capital investment. 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, whilst also staying true to local nuances around the world. 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.
