services/
Four disciplines. One connected approach.
Most briefs arrive labeled as one of these, but most answers need two or three. I work across disciplines as needed, so the position, the brief and the plan agree with each other, and all of it rests on what the audience actually thinks.
01
Brand strategy
A clear position and a point of difference, written so a creative team and a product team can both act on it.
Creating new brands and repositioning established ones without losing what made them succeed. I have worked across B2B and B2C, from startups to Fortune 500s, on everything from brand strategy, platform and tone of voice through to naming and collaborating on visual identity.
- Positioning and point of difference
- Brand platform, narrative and tone of voice
- Architecture and naming direction
- Repositioning established brands
“We need to reposition without losing what people already love.”
Reebok · Old Mutual · Mettle · RTGS.Global
02
Creative strategy
The insight and the brief behind the idea. The part that decides whether the work is brave or merely safe.
Developing a campaign strategy, or redefining a brief that isn’t working hard enough. From agency to client-side creative work, I can recommend new partners or give your existing teams new tools.
03
Communications planning
How the idea meets its audience: where, when, in what order, and what each channel is actually for.
Deciding how to go to market, which channels to use and what role each one plays, then building and deploying the plan with your media and creative partners.
- Channel strategy and roles
- Content and social strategy
- Partnerships and platform strategy
- Measurement framework
“We have the idea. Where does it actually need to show up?”
UPS · Shell Rimula · Volvo · Penfolds
04
Research & insight
Understanding that informs what happens next. The foundation the other three stand on, and sometimes the whole engagement.
Designing and running research, from online surveys and interviews to working with your third-party data, and refining the audience segments that drive growth. It runs as a standalone piece of work or as the first phase of the others.
- Audience discovery and segmentation
- Cultural and category intelligence
- Qualitative research and moderation
- Survey design and analysis
“We know the numbers. We don’t know what they mean.”
TikTok · Heinz · Rival Spark
engagements/
Ways to work together.
Every problem is different, so engagements flex to your situation, budget and timing. A typical range:
questions/
Questions.
How do we start working together?
A short, no-pitch call to understand the problem and what success looks like, followed by a written scope. If we’re a fit, we go.
How much does an engagement cost?
Every engagement is scoped to the brief, from a half-day workshop through to a multi-month project. Tell me the problem, scope and timing and I’ll come back with a clear proposal and price.
Do you work with agencies, or white-label?
Yes. I regularly provide senior strategy firepower on agency pitches and projects, behind the scenes where needed.
Do you work remotely and internationally?
Yes. Most work is remote, with clients across EMEA and North America, and travel where it helps.
What if the brief is bigger than one person?
For larger, multi-discipline briefs I bring in a wider specialist team through my consultancy, New Classic.
Start a conversation
Not sure which one you need?
That is usually the first thing we work out together.