Strategy & planning


I develop brand propositions; brand architecture; information architecture; key messages, names and strap lines; stakeholder analysis, competitor analysis; internal communication planning, integrated campaign planning and process design.

But what does strategy and planning look like? In many ways, it’s a bit like the wind: you can’t see it, but you can see and feel what it achieves. It can exert a powerful creative or destructive force. You can measure its results. Or if you pick the wrong strategist – it can be so much hot air.

Whether through running creative workshops, using analytics or qualitative and quantitative research, I search for surprising insights and then make things simple. I aim to side-step well-rehearsed arguments and internal ‘silo-thinking’. One organisation described me as their ‘critical friend’ – the best possible compliment for a strategist.

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