Independent creative advisor to CMOs & founders.
I work in close creative counsel with brand leaders and their teams, helping them strengthen brand, lift culture and energise growth.
I’m typically brought in at critical inflection points such as a rebrand, a new product launch, or a ‘special project’. Recent special projects have included delivering a strategic analysis on ‘how to build brand trust in the age of AI’, creating the architecture for an in-house creative process featuring the most appropriate AI tools, and ensuring a brand’s new proposition was ready to drive pick up across GEO (AI search).
I work with a range of B2B and B2C businesses, mainly across technology, sports, health & wellness and lifestyle & entertainment.
Sometimes, my clients use my brand consultancy - 17days - to deliver the work. Just as often, I work with in-house or incumbent agencies, making sure the proposition is clear, the brief is sharp and the final output is brilliant.
If you’re facing an important creative challenge - or feel your creative ecosystem could be working harder - I’d be very happy to have a no-strings conversation.
Tailored creative support.
Creative Counsel
I work closely with CMOs and founders at important moments of change - bringing sharp creative thinking and rock solid creative guidance to help leaders with limited time establish the foundations for special and important projects.
Brand Consultancy
I lead branding journeys from strategy right through to identity execution, working as your in-house Creative Director, alongside your existing agencies, or I can assemble the team to develop and deliver your new brand, from end-to-end.
Creative Direction
I step in as a freelance creative director, providing creative campaign ideas, accelerating campaign development, and ensuring high-quality creative output, educating and empowering in-house teams in the process.
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 Lockheed Martin 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 prospects 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.
Retained creative counsel to the CEO of Snack Media in the build up to sale.
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.
Establishing Oakley’s sports marketing operation in the Middle East, 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)!
Biography.
My twenty five year career has spanned brand strategy, campaigns, film, social media, partnerships, experiential and internal culture. This breadth gives me a joined-up perspective - helping leaders see the bigger picture, make confident decisions and connect creative thinking more closely to commercial opportunity.
I’m typically brought in at important moments of change: a rebrand, a new proposition, a product launch, a shift in strategy or a creative challenge that needs fresh senior judgement. I work closely and empathetically with leaders and their teams, balancing careful listening with clear direction and constructive challenge. Depending on the need, I can work independently, alongside existing agencies and internal teams, or bring together specialist talent through my brand consultancy, 17days.
AI now features in most of my work. I advise AI-based businesses how to sharpen their narrative. Most notably, I led the rebrand of autonomous mobility company Wayve, which subsequently secured the UK’s largest-ever Series C investment at $1.05bn. I also help companies embrace AI as part of their own creative process, in order to unlock efficiency without losing quality.
I’ve led award-winning work for organisations including Google, Accenture, Vitality, Bose, Heineken, Under Armour, UEFA, WWE and the International Olympic Committee. Across every engagement, my role is fundamentally the same: to bring an experienced outside perspective that strengthens the thinking, raises the quality of the work and helps people move forward with greater clarity, confidence and energy.