We are Brand Genetics

Brand Genetics is an insight and innovation agency that applies forward thinking to keep you ahead of the game


Our work takes us from London to Lagos, Mumbai to Manhattan, Shanghai to Sao Paulo: our carefully managed partner network gives us global reach, our experienced central team ensures consistent excellence


Defining the direction of change to help you anticipate what’s coming next in your market, identifying future challenges and opportunities

  • Pioneer Panels – insight from extreme consumers
  • MIX – global network of creative millennials
  • Expert Witness – cutting edge perspectives


Building future-proofed innovation platforms that can grow your business plus connecting you with pioneering thinkers to generate next generation solutions

  • Crowdsight – inspiration from entrepreneurs/li>
  • Hackathons – co-creative ideation sessions
  • Creative Sparks – external creative catalysts


Bringing concepts to life in ways that are fit for the 21st Century, building these with the consumers that count and helping you sell them internally

  • System 1 Concepts – appealing to our emotional brain
  • Concept Co-Creation – working with early-adopters
  • Pretotyping – experiential R&D


Challenging, inspiring and developing your team by arming them with the skills they need to succeed in a fast-changing market environment

  • Team Accelerator Programme – innovation in action
  • Team Safaris – live immersions in consumer culture
  • Learning Lunches – bite-sized team inspiration


Client Feedback

Forward Thinking

The pace of change is accelerating and the world is getting ever-more competitive. Check out our ideas on how to stay ahead of the game

The Future of Insight – Top 3 Trends
940 258 Ben Preston

Inspired by Marketing Week’s Insight Show– which featured the latest innovations from the industry’s leaders – we have distilled the top 3 trends that we believe will play a predominate role in the future of…

Speed Summary: Against Empathy – The Case for Rational Compassion
1080 521 Paul Marsden

Against Empathy: The Case for Rational Compassion Author: Paul Bloom Publisher: Ecco Publication: 2017 Are you a good “mindreader”? Empathy techniques for reading the minds of consumers are becoming increasingly popular in insight, innovation, and design. Despite…

Speed dating with start-ups
1080 629 Andrew Christophers

“Bite size pitches for busy investors” grabbed my attention, so off I went to Seedrs in Old Street last week, keen to gain insight into how new innovations are being pitched in 2017.  Seedrs’ offer is to make…

For more incisive thinking…


Forward Thinking Blog

Our ideas on next-generation opportunities

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Speed Summaries

Top innovation and marketing bestsellers distilled

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Speed Briefings

Need-to-know briefings on disruptive trends

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Andrew Christophers

At Brand Genetics since the start-up days in 1998, specialising in food, drinks and FMCG, plus running both insight & innovation projects and training. Previously had 15 years client-side experience across Cadbury on their food brands portfolio, as head of marketing for Guinness’s lagers, and as head of innovation for KP Foods (United Biscuits). Manages a kids football team and remains a long-suffering fan of Newcastle United

Tom Ellis

Innovator & brand strategist with experience across a wide range of clients and categories. Previously MD of brand & innovation consultancy Big Green Door, and Director of Strategy & Research at brand agency 1HQ. Enjoys pioneering breakthrough methodologies to unlock new insight and growth for brands & clients – creating solutions that work in the boardroom and the market. Front row rugby player, once of England students, now just on the carpet with his two kids


Camila Marcondes

A visual and creative planner with a passion for innovation, expert in spotting new trends and converting them into insights. Born in Rio, and worked as an Innovator at creative Brazilian agency Biruta Ideias. MA from the London College of Communications, and also an MSc in Management of Future-Focused Innovation at Goldsmiths in London. Photographer, surfer, climber and (perhaps inevitably) a Brazilian football fanatic!

Cliff Fawcett

A dedicated innovation and brand strategy consultant, well versed in tackling challenges across brand positioning, architecture, insight and opportunity spotting. An ex Big Green Door Strategist and Psychology graduate, with extensive experience across food, drink, digital, personal and home care. A climber and photographer who loves to travel: recently back from a 1.5-year Pan-Asian adventure


Marc Edwards

An insight & innovation specialist with a track record of driving value in products and brands through strategic planning and ideation. Marc started in R&D at P&G before moving to consumer-facing roles with the WHO and Sara Lee, more recently heading up the Home Care CMI team at Reckitt Benckiser. Won Presentation of the Year at the 2016 MRS Conference. Marc is a wannabe mystery novel writer, fluent Welsh speaker, and bank-roller of three rapidly growing-up kids

Matt Michaud

Matt has strong insight pedigree, is design savvy and has always been inspired by innovation. With a wealth of experience across global blue chip accounts, Matt started at Flamingo, was European qual lead at PRS and head of insight & innovation at Elmwood. Trilingual in English, French and Spanish with good Italian and Portuguese. Combines his passion for innovation, cycling and good wine via his own apparel brand ‘Michaud à Vélo’ with its trademark Merlot trim!


Amanda Ayoub

An American from New Mexico, Amanda is our resident neuroscientist, with an MSc in Psychology from Glasgow University (studying electrical brain stimulation) and now an MSc in Applied Psychology at the London College of Fashion (studying facial perceptions). With a passion for consumer behavioural neuroscience and interesting facts about the brain, Amanda like traveling, enjoys organising, and finds that cleaning calms her

Paul Marsden

Chartered psychologist specialising in consumer needs, motivation and behaviour. PhD in media influence, researching psychology of wearable tech at the London College of Fashion. Applies psychological techniques to uncover new insights and opportunities for brands. Author of Connected Marketing and The Social Commerce Handbook. Fluent in French. Big NBA Miami Heat fan, reformed bodybuilder and diving fanatic


Olivia Galvin

Olivia combines research curiosity with a planning brain and the need for speed – a devastating combination.  Having worked at Vogue magazine, Redbrick Road marketing consultancy and Cassandra Goad jewellery, Olivia was previously Social Media Director and May Ball President at Cambridge University.  She owns more make up than clothes, and is constantly researching the next big innovation for the cosmetics industry

Alice Yessouroun

A researcher with a background in film and scriptwriting, Alice enjoys exploring innovative ways to apply storytelling to brands. She worked at Havas in strategy & insight and Hot Pickle in brand experience and has a first class degree in English Language & Linguistics from from Queen Mary’s London. Bilingual in French and English, Alice comes from Switzerland, and is a keen traveller, baker, photographer and hiker

Joëlla Vera Bril

Joëlla has a passion for art, culture and fashion, with a first class degree in Creative Direction for Fashion from London’s University of the Arts. With experience in social media, visual communication and film, plus trends and luxury brands, Joëlla also has an interest in digital innovation. Born and educated in The Netherlands, and fluent in Dutch & English, she enjoys traveling, reading and practicing yoga

Liza Makarov

Specialist in understanding different consumers and cultures, translating that insight into business opportunity. Expert ethnographer and strong visual thinker, with a background in trends and design. Ex senior consultant at PDD product development, with degrees in Social Anthropology and Business Innovation. Native Russian speaker who understands emerging markets, and has a passion for design, snowboarding and the great outdoors

Olly Wicken

Qualitative researcher and strategic planner with 30 years experience on marketing’s front line – where brands and consumers meet. Expert in developing successful brands, positioning and communications. Former MD of qualitative research agency DRSM and former Planning Director at Grey, DMB&B and Leo Burnett. Olly’s word skills extend to writing screen plays, and he is also a published author with Watford FC

Rachel Clare

An experienced brand & innovation strategist and global trends expert, specialist in future-focused insight development. Former Associate Director at The Henley Centre, with experience at The Body Shop and Futures Company. Passionate about understanding changing consumer values & lifestyles. Born in Dublin and raised in London, Rachel’s story-telling abilities also extend to novel writing


Julz Donald

Julz is one of our New York based associates, a dynamic & intuitive thinker who specialises in futures and insights. Previously Group President of The Futures Company, Julz has 15 years experience in decoding complex growth challenges across multiple consumer brands. Moving to New York a decade ago, Julz has developed her kick-boxing skills but retained her unmistakable Scottish accent


Amy Daroukakis

Amy has made a career out of being curious, and is an expert in cultural insights & trends, expert & opinion-leading research and making new creative connections. Born a Canadian, raised in Greece, educated in New York, and now resident in Berlin, Amy has explored over 50 different countries around the world, inc across EMEA and APAC. Her interests include design, travel, food, photography, street art and vintage clothing


Charlotte Melford

An Associate Director with over 15 years experience of bringing insight, strategy & innovation to business challenges. Previously European Managing Director at Clear and co-founder of Stripe Partners, with experience spanning global strategy, consumer insight & innovation plus activation & engagement. Charlotte started life at the BBC as an internal consultant. A mum of three kids and two kittens, she’s an enthusiastic cook and happiest enjoying a sundowner in sunnier climes


Holly Moore

Holly, one of our US-based associates, is a creative insights expert with over 15 years experience of unlocking the voice of the consumer. She has helped many of the world’s leading brands sharpen their relevance and decode shifting consumer needs. A native New Yorker with a global heart, Holly has a BA from NYU, a Masters in Social Psychology & Media from LSE, and a passion for refurbishing furniture and spending time in hardware stores

Catriona Northridge

A brand and insight specialist with extensive experience of innovation, new market entry strategies, brand positioning and strategic commercial planning. Previously at Clear Ideas and Big Green Door, and enjoys developing innovative approaches to understand consumer behaviour, using this to guide winning strategies and brand growth. Catriona is a keen open water swimmer and has a passion for interior design

Tish Vallés

Another of our our New York Associates, expert in creating strategies that allow brands to innovate in line with changing consumer culture and behaviour. Ex Planning Director at Ogilvy and Saatchi & Saatchi, an award-winning strategist, copywriter and original thinker. Fluent in English and Filipino, with experience across both the US and Asia Pacific. Co-Founder of the Women’s Worldwide Web, and Programme Director of TEDxNewYorkSalon

Ben Preston

A real entrepreneur, Ben has already founded a chocolate milk start-up, launching the premium brand Old Farm No 1, while studying for a BSc in Business Administration at the University of Bath. He previously worked in business development at HelloFresh, breaking records for marketing achievements. Ben is a keen sportsman enjoying ice hockey, floorball and especially skiing, and taking any chance to get out on the mountains


Abigail Ireland

FCCA accountant with over 20 years’ experience in the creative industry. Former Finance Director of events company Central Hall Westminster and brand consultancy Brandhouse, and ex-Financial Controller of Big Green Door. A keen traveller who is always planning her next trip, and also a big rugby fan, especially if Ireland are playing