We are Brand Genetics

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



Defining the direction of change to help you anticipate what’s coming next in your market, identifying future challenges and opportunities. Tools include Pioneer Panels (insight from lead consumers), MIX (our global network of creative millennials) and Expert Witness (cutting edge perspectives)


Crafting future-proofed innovation platforms that can drive growth and connecting you with industry pioneers to co-create winning solutions. Tools include Crowdsight (inspiration from entrepreneurs), Creative Sparks (external creative catalysts) and Hackathons (co-creative ideation sessions)


Bringing concepts to life in ways that are fit for the future, building these with the consumers-that-count and helping you communicate them internally. Tools include System 1 Concepts (appealing to our emotional brain), Concept Co-Creation (working with early-adopters) and 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. Services include Team Accelerator Programme (innovation in action), Team Safaris (live immersions in consumer culture) and Learning Lunches (bite-sized team inspiration)


Since 1996 we’ve been helping global brands find the right ideas to bring to market across a wide range of categories including FMCG, alcoholic and non-alcoholic drinks, personal care, luxury goods, white goods and financial services

Global Reach

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


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

Experienced innovator & brand strategist with over 10 years consultancy experience. Ex-MD of brand & innovation consultancy Big Green Door, and ex-Director of Strategy & Research at brand agency 1HQ. Enjoys unlocking new growth for brands & clients – solutions that work in the market, not just the boardroom

Liza Makarov

With degrees in Social Anthropology and Business Innovation, Liza specialises in understanding consumers and cultures, translating that insight into business opportunity. Previously a senior consultant at product development consultancy PDD, Liza is an expert ethnographer, with a background in trends and design. A native Russian speaker, she has great experience of emerging markets

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

Born in Brazil. Worked with innovation at the Brazilian creative agency Biruta Ideias Mirabolantes developing projects for brands such as Sony Ericsson/ Claro, Net, Petrobras and others. With a previous MA degree in Media and Communications, Camila is now undertaking the MSc Management of Innovation at Goldsmiths in UK

Paul Marsden

Psychologist specialising in consumer motivations, branding and fashion. PhD in media influence. 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

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

As our New York Associate, Tish is expert in creating strategies that allow brands to engage with the changing cultural narrative to deliver growth and innovation. She brings a wealth of experience from her work with Fortune 100 brands across varied categories in the US, speaks fluent English, Spanish and Filipino and somehow also manages to find time to help organise the TEDxNewYorkSalon

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


Alessandra Masoero

Born & educated in Turin. Worked with Saatchi & Saatchi and JWT in Milan; then JWT in London (on brands including J&B & Cinzano) and Publicis London as European Planning Director for Hewlett Packard. Joined Brand Genetics as a Strategic Planner in 2003. Speaks fluent French & Spanish as well as Italian & English

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