Independent Creative Advisor to bold leaders.
Refined creative judgement. Right where you want it.
I help leaders of established organisations and startups make sharper creative decisions at critical inflection points - a rebrand, a big campaign, a resource rethink, or a high-value special project.
Increasingly, the most valuable work sits where creativity, technology and business change collide - from defining how a brand can build trust in the age of AI, to designing a better in-house creative process with the most appropriate platforms, to ensuring a new brand proposition has the depth to drive GEO success.
AI can make creativity faster, broader and more efficient. But without judgement, it can just as easily make it lazier, flatter and less distinctive. I help my clients get the benefits without losing the quality.
I’ve moved between client-side and agency-side, global brands and startups, B2B and B2C - across branding, advertising, film, digital, social, partnerships, PR, experiential and culture. That breadth gives me a wide frame of reference, a strong instinct for what matters, and the experience to know when to push, simplify or change direction.
Today, I work mainly across technology & engineering, sport & wellness, and lifestyle & entertainment.
I’m an independent consultant, with a trusted network, so there are no layers, no big-agency machinery and no unnecessary overheads. Just commercially sharp creative support, exactly where and when it’s useful.
“Every time we sit down and work together, I come away with fresh perspectives and better thinking. Everything I work on is better for having you involved.”
— Ben Pincus. Former Director Commercial, F1.I’m senior enough to know what matters. Hands-on enough to shape the work. And independent enough to say what I really think.
Different ways I can help.
I work as a trusted partner for leaders who want senior creative input - without having to bring in an agency or ‘go public’ every time something important comes up.
Sometimes the most useful thing I provide is creative clarity and confidence. My clients often say how helpful it is to have someone independent to quietly talk to about their creative challenges.
Quiet Creative Counsel
Helpful when:
A CMO is stretched. A founder needs a sounding board. Senior stakeholders need an external expert to guide them on a creative journey.
In a Creative Director role I lead and lift the creative quality of business-critical creative projects like proposition development, rebranding, launches, campaigns and pitches.
I can work directly with an internal team, lead an incumbent agency, or bring a ‘Hot Team’ of specialists together around a creative challenge. My branding agency, 17days, sometimes helps here.
Sharp Creative Direction
Helpful when:
The value proposition needs sharpening up. A new brand needs building from scratch. A CMO wants world class creative ideas without agency complexity and cost.
I help businesses improve how creativity actually happens - from integrating AI thoughtfully into a creative process to energising creative culture to connecting clients with other specialists from my network.
My impact isn’t simply greater efficiency. It is a creative operation that understands how to bring people and technology together to produce better work, more consistently.
Intelligent Creative Operations
Helpful when:
The quality of creativity is not where it needs to be. Creative teams need help exploring AI’s value. Specialist capabilities are needed, but without adding permanent headcount.
A career spent building creative intuition.
I haven’t spent my career going deeper into one discipline, one channel or one type of business. I’ve moved across client-side and agency-side, global brands and startups, B2B and B2C - working through periods of major change in branding, advertising, digital, social, partnerships, content, experience and culture.
That range has given me a broad frame of reference, strong pattern recognition and a clear sense of what good looks like in very different contexts. It means I can bring perspective from outside the immediate problem, spot opportunities others might miss, and make quicker decisions about what really matters.
June 2026-Present
Independent Creative Advisor
Creative Office of Josh Robinson
Senior creative guidance for CMOs, CEOs and founders. Google, Amazon Ads, F-Secure, Virgin Active, F1, Aily.
June 2020-Present
Founder & Creative Director
17days (Brand Consultancy)
Brand development for startups and SMEs including Wayve, FLOWBIO, Muuvr, Amigo, Inspired, Corvera.
October 2013 - May 2020
Creative Director, Sport & Brand Exp.
ENGINE Group (Integrated)
Partner - Accenture, Google, Under Armour, Bose, Vitality, Mitsubishi, Jägermeister, IOC.
June 2011 - September 2013
Director of Creative & Integration
Sports Revolution (Mediatech)
Leading the evolution of StadiumLive with Cisco, and campaigns for Heineken, BP, UEFA.
February 2010 - June 2011
Co-Founder & Creative Director
Robinson Pincus (Social Media)
Established the first ever sponsorship x social media agency - MacDonalds, UEFA, WWE.
September 2009 - February 2010
Director
Brandnew (Design and Internal Comms)
Brought in to redefine the agency’s proposition.
May 2006 - August 2009
Head of Strategy & Creative
Experience Worldwide (Integrated)
Leading Omnicom’s European experiential and partnerships - SAP, Heineken, Grey Goose.
April 2001 - May 2006
Creative Director
The Works (Partnerships & Events)
First Creative Director role leading work for Coca-Cola portfolio, Canon, Sun Microsystems, WWF.
January 1999 - December 2000
Head of Sports Marketing M.E.
First ever ‘proper job’, based in Dubai, establishing Oakley’s sports marketing operation for the Middle East. What a ride!
Oakley Inc. (Eyewear)