Born in South Wales, I left a promising marketing career at British Steel with a headache, caused by the smell of metal. Arriving in London, I started my 20-odd years thus far, in the creative industries, working in a host of leading French, American and British design, branding, advertising and integrated agencies; as business director, planning director, creative strategist and branding consultant.
For the last decade I’ve specialised in working collaboratively with the exec teams of companies to build their businesses into stronger brands, from the ‘inside-out’. Helping them appreciate what makes them special, compelling and different; and helping to bring that to life through an aligned, engaged business and immersive customer experience. Creating more trusted brands of integrity. Pitch over.
I’ve been lucky enough to work with a very, very broad range of markets and clients, from Pinewood Studios to Unilever, Isle of Harris Distillers to the Welsh Development Agency, re-launching Artemis as ‘The Profit Hunter’ and bringing back the Great Western Railway (GWR).
Despite living in Edinburgh for a decade, I’m still a keen Welsh rugby fan, with a strong interest in the words of the bards, Dylan Thomas and Neil Kinnock.
I still don’t like the smell of steel.
WHAT DO I DO?
My distinctive expertise and experience is in guiding the leaders of a business to uncover the inspiring, competitive, difference of a business and its people. Helping them to turn that insight, belief and direction into a fully operational, tangible, commercially-deliverable promise; through every touch-point and action.
It’s bespoke, collaborative counsel that helps you turn a good business into a brilliant brand with enhanced integrity and trust. Pretty pragmatic, empowering and brand bull**** free.
Delivering the necessary objectivity, provocation, self-awareness and imagination needed to make a brand strong. In any industry; from fund management to distilling, train networks to margarine.
Core competencies include: brand auditing, collaborative brand definition, brand architecture, internal business-brand alignment strategy, employee engagement strategy, customer journey planning & experience design, 360 integrated communications planning & business creativity, training & mentoring.
Chairman, Union Group
Managing Director, The Union/Union Connect
Planning Director, The Union
Creative Director, The Union/Union Digital
Managing Director, Union Direct
Managing Director, Union Leeds
Creative Director, Union Direct
Deputy Creative Director
Deputy Creative Director
Head of Planning
Business Development Director, Union Direct
Head of Art, The Union
Head of Analytics, Union Direct
Group Account Director, Union Connect