We are Brand Genetics

Brand Genetics is a global insight & innovation consultancy. Our human-centred approach helps us identify scalable opportunities for brand growth


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

Powered by Positivity

Positive Innovation

We believe in the power of positive innovation, which means innovating with people’s happiness and wellbeing in mind

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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

600 400 Clemmie Prendergast

This week we’ve been reading about Urban Farming, and a few insights have caught our eye… By 2050, the human population is expected to reach 9.7 billion people with almost 70% living in cities. Not…

Man Down: The Future of Masculinity with Dr. Paul Marsden
613 390 Clemmie Prendergast

Having worked closely with Brand Genetics for several years, Dr. Paul Marsden has been a central part of our campaign exploring modern masculinity. Recently, he took the time to share his thoughts on the future of…

Podcasting the human experience… what we’ve been listening this week at Brand Genetics
497 276 Liz Thompson

This week we wanted to take a pause from sharing recent trends and innovations to highlight a few of our favourite podcasts. In today’s world of bite-sized content, people are increasingly turning to podcasts and…

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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Human Experience

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

Based out of Brazil and heading up our LatAm business, Camila is an experienced creative strategist who has been running and leading insight & innovation projects for more than half a decade at Brand Genetics – both locally and globally. Born in Rio, previously an award-winning Innovator at creative agency Biruta, with an MA from London College of Communications, and an MSc in 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.

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.


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.

Monica Zymberg

A passionate brand strategist and developer, Monica has a strong interest in consumer behaviour and deep knowledge of Latin American culture. Born in Brazil and also resident in Argentina, Monica previously worked at Unilever for almost 10 years across a variety of categories and brands, before joining a LatAm insight & strategy consultancy. As a real foodie, she is always up for trying local cuisine, and figuring out how food habits help shape consumer culture.

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.

Mia Christophers

A product of the Ipsos MORI graduate programme, Mia has experience across media, communications and research. Previously a Senior Associate at FreshMinds, she also worked on healthcare for 2 years at Ipsos, including a 6-month secondment at Unilever. Mia has worked in planning at 7Stars Media, has a first class English Language degree from Cardiff University, and an MRS Advanced Certificate distinction in market research. She loves travel, fashion, health and nutrition.

Ben Preston

A real entrepreneur, Ben has already founded a chocolate milk start-up (Old Farm No 1) and a ski event and lifestyle business (Shred Ski). With a first class BSc in Business Administration from 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.

Brando Guerreri

With a name like Brando and initials as BG, perhaps a career at Brand Genetics was always inevitable! A graduate in Business Management from Queen Mary, University of London, Brando has experience via work placements at The Boston Consulting Group, PepsiCo and Havas Media. A native Italian and English speaker, he is also fluent in French and Spanish, and is passionate about design, (e)sports and spending time outdoors.

Fiona Barnett

Fiona is an experienced consumer insight and brand strategy specialist, endlessly intrigued about what makes people tick and brands thrive. A Marketing & Psychology graduate, and Board Account Planner at AMV BBDO, she has run numerous multi-market projects cracking strategic challenges across insight, innovation, positioning & architecture as a Consultant Strategist at Big Green Door. With a recent Certificate in Creative Writing from Cambridge University, Fiona is an aspiring radio drama writer and a keen bee keeper.

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.

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!

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.

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.


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.


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.


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.

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.

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.

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.


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.


If you feel as though you have something to offer BG please get in touch!