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

Speed Summary
Smarter, Faster, Better [Speed Summary]

Smarter Faster Better: The Secrets of Being Productive Author: Charles Duhigg Publisher:  Heinemann Publication date: March 2016 Want to make your innovation efforts more productive? Then the secret is simple. Never start by creating something new.…

Sprint Speed Summary
Sprint by Google Ventures [Speed Summary]

Sprint: How to solve big problems and test new ideas in just five days Author: Jack Knapp, John Zeratsky, and Braden Kowitz Publisher: Transworld Publication date: March 2016 Google does them. Airbnb and Facebook do them.…

Design Sprint
Design Sprint [Speed Summary]

  Design Sprint Author: Richard Banfield, C. Todd Lombardo, and Trace Wax Publisher: O’Reilly Publication date: 2015 From brief to prototype in 5 days. In Design Sprint, three seasoned innovators with a digital background share the…

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

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

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

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!

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!


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, and educated in New York, Amy has worked in New York, Toronto and London, exploring over 50 different countries around the world, inc EMEA and APAC. Her interests include design, travel, food, photography, street art and vintage clothing

Paul Marsden

Psychologist specialising in consumer motivation, branding and fashion. PhD in media influence, researching psychology of wearable tech at the London College of Fashion. Applies psychological techniques to uncover hidden needs, desires and motivations. Author of Connected Marketing and The Social Commerce Handbook. Fluent in French. Big NBA Miami Heat fan, reformed bodybuilder and diving fanatic

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

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

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

Tish Vallés

Our New York Associate, 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

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