We are a collective of experts experienced across all facets of brand strategy and creativity; bringing amplified success to those who have the audacity to know they can impact the world.Always a boundary-pushing partner to clients; where brand development is about taking ownership of your narrative and forging a path of truth.'In a time of deceit, telling the truth is a revolutionary act' - George Orwell We know that how a brand is created, elevated and amplified can be make or break in a world where so much is happening, expectations run high and the number of chances to win can be low. Because in the end, what really drives us as a collective is seeing visions come to fruition, thriving and winning.We invest our expertise in industries where change happens working with Creatives, Actors, Musicians, Artists, Entrepreneurs, Tech, Real Estate, Fashion & Beauty and Scale-Ups.From personal branding creation and amplification to new business launches, brand evolutions, architecture, repositionings, content strategy....our expertise brings all the brands to the yard.

Former Head of Strategy with a 15+ years extensive and successful agency career across research, business, brand and command strategy within Europe and the MENA region, I left the full time agency life behind in 2018 to explore life as a freelance consultant.I am passionate about creating strategic business impact through brand optimization and development, research and data analysis and identifying smart opportunities for commercial gain.Since leaving my the agency world, I have worked on a variety of brands in a consultant capacity across pitches, brand development, architecture, positioning and identifying business development opportunities, including:- Champneys- Adidas- YouTube- Under Armour- Apple- Budweiser- Shell- Marriott- Emaar- Aldar (a leading Real Estate developer)- Various Public Investment Fund projects including NEOM (KSA)- Expo2020 Dubai- Bee'Ah (Sustainability)- Miral (Master Development)- Yas Bay Arena- Betty Crocker- Haagen Dazs- Kleindienst (Real Estate)- Saudi Arabia Government Entities- Effie Awards case evaluation and entry writing- ENOC (Oil & Gas)- Peroni- Gulf For Good (Non-Profit)Across my career, I have gained extensive experience across a variety of industries and categories, previous brands worked on include: FMCG: Unilever (Lipton), Nestle (Fitness, Lion, Country Cornflakes), Coca Cola, Subway, Tim Horton’s, Diageo, BarbicanTravel + Tourism: Abu Dhabi Tourism, Flydubai, Atlantis The PalmBanking + Finance: Emirates NBD, Mashreq Bank, Al Hilal Bank, UAE Banking Federation, Emirates IslamicReal Estate: Emaar, Al Dar, Dubai Holding, Miral, Yas Bay ArenaEvents: Expo2020Beauty: L’Oreal Paris, MaybellineLeisure + Entertainment: Majid Al Futtaim (Ski Dubai, Magic Planet), Luxury: Harvey Nichols, New F+B concepts for Emaar Hotels & Resorts, Club WembleyMedia: SkyNews, IPC, BBC, Gulf News, Cartoon NetworkGaming: Sony Playstation, GameRetail: New LookSport: Wembley StadiumB2B: Twofour54, Miral

Reporting into the Managing Partners and sitting on the leadership team, I head up the agency's strategic vision and am tasked with ensuring strategic excellence across the entire agency portfolio and new business, combining a blend of analytical interrogation, creative intuition and incisive thinking.Since leaving the position full time, I still provide strategic council and senior level support on key projects.

Reporting into the CEO, I headed up the agency's strategic vision for UAE and oversaw all strategic output across the agency.Key responsibilities:Being able spot the glitch in the matrix; that amongst all the business and market data, performance analytics, research, competitor analysis, be able to find that one piece that doesn’t quite add up and dig further. Discoverer of that moment of clarity that illuminates the business challenge being solved and pushes the creative idea in a less expected direction.Being a good storyteller in order to inspire creative teams, take clients on a journey that excites and connects with them with the end goal of selling the strategy and creative in a pitch or a presentation.Strategic brand guardian: with a key role in helping to develop and craft ideas that deliver on a strategic visionBeing the first to know about the cultural zeitgeist at any given momentPassionate about disruptive yet effective ideasA creative catalyst: with the aim to turn creative ideas into well-rounded, strategically sound, deliverable plans that solve the challenges of the briefCreate logical and articulate presentations that demonstrate dedication to excite and inspire; both internally and to clientsStaying calm under pressure.

Part of the award-winning strategy team that won Agency and Network of the Year at Effies MENA 2013, 2014, 2015, 2016.One half of the Gold winning team at Young Lynx 2016, Silver in 2015.Owner of FP7/McCann's participation in McCann Truth Central projects and reports.Part of the Social Committee organizing key agency activities and outings.Lead a variety of insight-mining Social Experiments as part of the strategy team remit including 'The Power of Gratitude' and 'The Insecurity Wall'.Fully-trained in the McCann 'Truth Well Told' strategic toolkit.Strategic Lead Key Clients: Nestle Cereals Middle East(Fitness, Country Cornflakes, Lion, Cheerios), Majid Al Futtaim Leisure & Entertainment (Ski Dubai, Magic Planet), Atlantis, Emirates NBD, L'Oreal Paris, Unilever (Axe) and New Business strategic lead.

Strategic brand guardian: with a key role in helping to develop and craft ideas that deliver on a strategic visionBeing the first to know about the cultural zeitgeist at any given momentPassionate about disruptive yet effective ideasA creative catalyst: with the aim to turn creative ideas into well-rounded, strategically sound, deliverable plans that solve the challenges of the briefCreate logical and articulate presentations that demonstrate dedication to excite and inspire; both internally and to clientsStrategic Lead Key Clients: Harvey Nichols Dubai, Ski Dubai, Subway, Nestle Fitness, Al Hilal Bank, L'Oreal as well as new business

• Largely similar to previous role with the following additional responsibilities:- Key client contact for a major accounts- Line manager to a Junior Research Associate - Operation management for projects where unable to attend in person such as those based in Saudi Arabia - Recent clients have included Aujan, Sony, Nestle, Danone, JWT and Belfoods• Key achievements:- Project managed the Middle East operations as part of a world-wide multi-country project with the core research objective to evaluate and devise global marketing strategy- Line Manager responsibilities- Part of the project team for a critical client study profiling the Saudi Arabian kids beverage market for development of a new product- Led a project to establish the correct brand platform and positioning for an international Coffee Shop chain entering the Middle East marke

•A member of the qualitative team at SPA working on projects from initial briefing and proposal through to fieldwork, analysis and presenting at debriefs for a variety of clients •Recent clients with key involvement include BBC, Club Wembley, New Look, Capcom, Game Station and Sky•Extensive experience in diverse methodologies including focus groups (has moderated with clients present), depths, paired depths, family sessions, intercepts, accompanied shops, ethnography. •Project management of projects including attending briefing meetings with clients, overseeing recruitment process, ensuring exec team runs to project timetable and managing report writing ahead of debrief•Varied analysis techniques used such as from audio to establish themes and patterns, brainstorming, in-depth notes and observation•Has previously won a quarterly employee award for ‘consistently going above and beyond what was required of her job role and being dedicated to the SPA brand’•An active member of the Social Committee which includes managing budgets for events such as annual summer day out and Christmas party. Other events organised include comedy nights, Halloween balls and quiz nights.

Ensuring that Which? reports and other Consumers' Association outputs are factually accurate, balanced, fair and consistent.Compiling pre-publication checks and text checks to send to manufacturers and liaising with manufacturers to resolve queries and issues raised from these checks.Testing the evaluation of table data, and analysis of transcripts.Liaising and cooperating with Project Leaders, Business Researchers and other relevant departments and outside organizations to ensure accuracy and quality of reports and resolve issues.Meeting deadlines as specified by the Research and Publication schedule and verification strategy meetings.Supporting Project Leaders in ensuring that the report is produced to the highest standards.