About me

Purpose

I'm a personable, culturally aware, digitally literate thinker fascinated by ideas and culture. My specialism is semiotics - the study of meaning and communication. Semiotics is the 'conscience of meaning' - it helps brands stay faithful, in execution, to what was intended in planning via the signs they use. Implicit communication cues influence perceived brand value and consumer preference.
My mission is to be at the vanguard of consumer insight and brand thinking. I dedicate myself to running the most forward thinking, professional, methodologically sophisticated semiotics agency.
Experience

Since setting up Creative Semiotics in 2010 I have worked with some of the world's most respected companies including the BBC, Unilever, Boots, SABMiller and BMW Mini. I have run workshops on the meaning of music and sound, decoded the meaning of beauty serums and female glow. I work mainly with qualitative research, design, advertising agencies and global brand consultancies - but also with entrepreneurs. I have an ongoing relationship with leading creative crowd sourcing agency eYeka. I was integral to the launch of 5 Gum and inspired the X symbol in Mexico City's new airport.

Leadership

I am a connector within the semiotics community and evangelize the benefits of semiotics outside of it. I'm the Founder of the Semiotic Thinking Group on Linked In, with over 2,700 members at last count! I'm Co-Founder of Semiofest, a Celebration of Semiotic Thinking, an annual (un) conference . I am also a part time lecturer on the MA in Global Media Communications at University of Warwick. I hold an MA in International Relations from Warwick, a Diploma in Strategic Marketing from the Chartered Institute of Marketing. I speak Spanish and Japanese; I read French.

Specialisms: Brand Creation * Brand Re-Positioning * Creative Ideation * Pack Re-Design * Brand Audit * Brand Naming * Communications Review * Pre-Pitch Inspiration * Market Intelligence