Consulting engagements for brands, agencies and growing businesses.
Better decisions need more than another deliverable.
I connect creative strategy and planning with commercial growth, innovation and the systems needed to deliver. We clarify what deserves investment, give teams a direction they can use and carry it through to execution.
Find the human insight. Make the strategic choice. Give creative a direction worth pursuing.
ENGAGEMENT 01
Brand, Creative Strategy & Planning
THE PROBLEM
Teams can have a business objective, research and a brief, yet still lack a compelling reason for people to care or act. Creative needs a clear human problem, a defensible strategic choice and room to create.
THE APPROACH
I connect business priorities with audience research, human insight and brand truth to develop the strategy, proposition and creative brief. I pressure-test the direction and guide planning across media, CRM and experience. Creative gets a clear problem and ambition; media gets channel roles, investment priorities and measures of success.
What the engagement can include
Brand positioning and communications strategy
Audience research and human insight development
Creative strategy, propositions and campaign territories
Creative briefs and concept pressure-testing
Integrated media, journey and CRM planning
Agency planning and pitch support
Strategic coaching and fractional planning leadership
Measurement and accountability planning
What you receive
A clear business and human problem to solve
A strategic direction, proposition and creative brief
An integrated plan with priorities and team responsibilities
Criteria for evaluating ideas and measuring outcomes
THE OUTCOME
A creative direction rooted in a human insight and a business goal, with a clear plan to bring it to market.
We clarify the decision, the people involved, the evidence available and what a useful outcome must change, including the value, tradeoffs and owner of the next decision.
02
Design the engagement
We prioritize what to fix first, stop, postpone or test against business value, risk and team capacity. I then shape the strategy, intelligence or operating support around those choices.
03
Build and transfer the capability
The work is delivered in a form your team can use—from a focused strategic recommendation to an ongoing database or installed SkillsOS—with coaching that helps the people using, managing and maintaining it build their own judgment.
Engagements can range from a focused assignment to a full-category intelligence system, an AI implementation or ongoing fractional leadership through implementation, team decisions and performance reviews. Scope reflects the business question, markets, data sources, historical depth, update frequency and operating support required.