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
“Your programme has challenged, inspired and impressed us all – the team has loved every minute. You’ve given us new ways of thinking and new tools to move us forward”
“You added tremendous value to the whole creative process, building inspiring platforms that were a key pillar for the idea generation and involving exciting external catalysts”
“We are using the work we did with Brand Genetics as a best practice example of consumer co-creation and innovation – speed, technique, delivery”
“It’s been a wonderful working partnership and collaboration! Brand Genetics brought fresh insights throughout the entire project and challenged us with new 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
One of my favourite ideas is the concept of nominative determinism: that you are more likely to gravitate to a job, hobby or location if it ‘fits’ your name. The theory suggests you’re more likely…
This week at Brand Genetics we’ve been reading all about different approaches to problem solving, and a few unorthodox insights have caught our eye… Problem solving has become a bit of a catch-all term lately,…
We’ve been reading all about brand purpose and the power of brand communities and a few revealing insights have caught our eye… Brands often get a bad reputation. As symbols of commercialism many people have negative…
For more incisive thinking…
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
Based out of Brazil and heading up our LatAm business, Camila is an experienced visual and creative planner with a passion for innovation, spotting new trends and unlocking human insights. Born in Rio, and previously an Innovator at creative agency Biruta Ideias. MA from the London College of Communications, and 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
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.
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.
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.
Clemmie Prendergast
Clemmie has a wealth of experience in behavioural science and psychology, having worked at Vogue, The Financial Times, The Empathy Business and The Hunting Dynasty as a behavioural analyst. She has a first-class degree from LSE with dissertations in the online health revolution and the political economy of Barry’s Bootcamp. Clemmie is also founder of Fat Girl, an online community raising awareness of body image and eating disorders.
Liz Thompson
Liz is an insight-led, human-centric strategist, who uses her interest and passion for understanding consumer behaviour to spot new business & innovation opportunities. A born problem solver from Pennsylvania, Liz has a background in neuroscience and psychology and has previously held senior strategy roles in New York at Bluemarlin, Dragon Rouge and The Decision Lab. Self-proclaimed puzzle fanatic, movie buff and ice cream aficionado, she enjoys discovering the world and exploring human nature through travel, food and literature.
Nathania Messer
With a passion for both innovation and consumer understanding, Nathania has travelled extensively, giving her a real thirst to understand global cultural insight and behaviour. Having studied English Literature at the University of Birmingham, she worked as a consultant at Mash Strategy Studio, across a range of multi-market insight, positioning and innovation projects. Nathania helped create an ethical and more sustainable boutique hotel start-up in Bali, Indonesia.
Neha Ahmed
Born in Pakistan, educated in Saudi Arabia and resident in the UK, Neha is fascinated by culture, human psychology and social enterprise. With first class honours in Business & Management from Aston University and a Masters from LSE, she has worked at IBM in global resource management. Neha’s entrepreneurial ‘Educase’ idea – a portable desk for children in outdoor schools in Pakistan and Nepal – has won Rainmaking’s 2017 Innovation Start-Up Award.
Andrea Sinclair
As PA and office manager, Andrea is the organising force behind the Brand Genetics team – she was previously office manager at global insight & strategy agency Flamingo, running the UK office. With a background in hospitality management, Andrea knows how to make people feel looked after. She enjoys event planning, doing anything creative, and exploring new places to visit with her daughter.
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!
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.
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.
Kate Evans
Kate is a strategic insight and innovation expert with 12 years’ experience of turning insight into action for some of the world’s biggest brands. Well versed in brand positioning, brand architecture and strategic innovation, and a seasoned qualitative practitioner, she was formerly Insight & Strategy Director at Clear, M&C Saatchi and an ad agency Planner. Outside consulting, Kate has put her money where her mouth is as Co-Founder of a beauty business.
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.
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.
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.
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.
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.
