Some Of My Work

I work direct for clients and indirectly through other agencies. I am Associate Director for Semiotics at Added Value and Planning Director at a number of excellent, independent London-based design agencies. A few of the many projects I have worked on are listed below.

Advertising

• Deconstructing Guinness advertising in the context of Irish culture and hero mythology
• Analysing Ferrero Rocher advertising against the changing British class system, the evolution of British humour, and the representation of the Italian gesture in British culture

Brand Renovation

• Bringing to life the persona of Grant’s whisky and its interaction with British culture since its launch over 120 years ago
• Developing strategies for the premiumisation and relaunch of Longmorn, for Pernod Ricard
• Exploring new juice paradigms for Minute Maid (Coca Cola)

Innovation

• Generating alternative strategies to flavour extension for Absolut Vodka
• Creating concepts for a new coffee paradigm for Kraft
• Projecting the future of laundry for Unilever
• Articulating the discourse of energy for Danone
• Developing design platforms for Camel Natural Flavour (JTI)
• Creating a new category language for Electrolux floorcare
• Launching a new beer for the African market, for Diageo
• Launching a new whisky for Vin & Sprit

Prehistory

Before my move into semiotics I worked at Kraft in brand management and innovation roles, including work on Toblerone, All Gold, Cote d’Or and Suchard. This gives me a very strong sense of exactly what brand managers want.