EVP, Global Director
Anyone who’s worked in consumer research for a good few years has some great stories to tell…like the time a respondent fell asleep in a focus group I was moderating in Slough and snored so loudly that he drowned out my voice (to be fair, the group was about bank statements), or the time I handed out some forms and a woman started to shriek uncontrollably (turned out she had a phobia of paperclips). Luckily I’ve also seen the more glamorous side of research; interviewing everyone from cognac drinkers in Paris to frequent flying business men in Shanghai…and I was even invited to brief British Deputy Prime Minister Nick Clegg on the mood of the nation!
Since relocating to New York in 2011 to start McCann Truth Central, I’ve facilitated global research studies on youth, privacy, beauty, affluence and global brands. I’ve been lucky enough to share our research at many conferences and events around the world including CES, Mobile World Congress, The Economist Big Rethink Summit and the ANA conference. More importantly, I’ve worked across all of our major clients, converting research content into brand actions.
Before moving to New York I worked as Head of Trends and Insight for London advertising agency McCann Erickson and prior to that as a global researcher for international research agency, Synovate. I’ve worked across a number of client accounts as a research consultant in the UK and the US including L’Oreal, MasterCard and Nestle.
I’m currently having a grand old time exploring the States and loving my time in New York.
My career started pretty young after I developed an incurable love of people watching. I managed successfully to turn this into an academic venture through studying English at Exeter University focusing on postcolonial literature and cultures before striking it lucky and actually being paid to study people. I started in McCann London as a grad and have picked up a variety of skills winding my way through account management (a couple of years spent on Nestle and Barclays) followed by two more as a Strategist (MasterCard and Cereal Partners) before crossing the pond to focus on Truth Central. I have been spoilt rotten in being given the freedom to explore our industry from many angles, on a learning curve that has been addictively steep. Long may this continue in New York, along with my other passions of street photography (glorified people watching, with a lens), trivia in any guise and, of course, conforming to most British stereotypes.
The artist James Turrell said “reality is basically a consensus”. I’ve been preoccupied with understanding that consensus – and how it is forever changing – for most of my life. I’ve done amateur “man on the street” interviews about altruism as a teenager, grilled moms in grocery stores about their breakfast purchases early in my career, pestered bartenders about cocktail trends, and even interviewed fishermen from Quebec (in Quebecois!) about their aluminum boats. All done in the name of uncovering the human consensus.
I’ve been lucky enough to make a career out of talking to people and hearing their stories. I’ve done this in the context of management consulting at Prophet, product innovation at clark|mcdowall, and straight-up knarly statistics at Y&R. I’m even more blessed to be on the faculty of SVA’s Masters in Branding program, where I get to geek out to a new generation of brand enthusiasts about – what I consider to be – the coolest work on earth.
When I’m not “truth hunting” or teaching, I travel the globe, attend the symphony and opera, and am inspired by art, books, and the streets of New York City.
Regional Director, EMEA
I am a native of Las Vegas, New Mexico (“the Vegas that didn’t gamble”), although I have long considered New York City ‘home’ – even throughout seven years living in the Middle East and Africa. I am thrilled to be a member of the Truth Central team based in London where I also serve as in-house anthropologist at McCann Erickson’s offices in Russell Square.
As an anthropologist, I am obsessed with context and hold a strong commitment to the principles of immersive participant-observation to discover deeper truths. My vision is fixed on the multi-dimensional richness of human practice whether that is idleness and masculinity or air fresheners and habit change or public health policy and design innovation.
I’ve ratcheted up experience pursuing truths, asking tough questions, and drawing connections from Damascus to Fes and from Tunis to N’Gaoundéré. Along the way, I have become a bit of a polyglot not unlike Moroccan street vendors. After picking up a PhD from Columbia University, I encouraged students at Georgetown and New York Universities to live ethnographically. I have consulted with the World Monuments Fund, IREX, SmartRevenue, and the Iraqi Board of Heritage & Antiquities.
Truth Central is an exciting new home for me where I join a team of brilliant individuals committed to facilitating positive change and growth through boldness, innovation, and the promise of transformative truths.
Regional Director, LATAM
I was born into a family of merchants and so understanding people has always been a part of my nature. Despite studying business at university, I started my career in the creative industries and after a short and fruitless period in account management, I fell in love with discovering the motivations behind people’s consumption and changing habits. It was a natural move into strategic planning, where I have been working throughout the last 11 years.
I have led several strategic and research projects within the Latin American region such as unveiling the economic opportunity of Emerging Consumers, understanding the nuances of the affluent segment and revealing the soft side behind the “Macho Latino” amongst others. I have been an extremely lucky guy, as I have worked in many categories for a host of brands including MasterCard, GM, SABMILLER, Nestlé, Walmart, American Airlines, Cable & Wireless, Movistar, Coca-Cola.
I love reading, writing, dancing (yes, dancing) drawing (black and white) and long distance running and swimming. Of course, not all on the same day!
Senior Brand Journalist
As an English literature student at the University of Pennsylvania, I wondered what on earth I could possibly do in the ‘real world’ that would equal my love of reading. I’m very lucky to start my career at Truth Central, where every day testifies that truth is often stranger than fiction, and that modern people and modern ideas are often just as interesting as the remembrance of things past. When I’m not excavating Excel spreadsheets for truth, I’m at the opera. Veni, vidi, veritas.
Senior Strategy Associate
I have always been fascinated by the ways in which people communicate. As a particularly shy child I found comfort in dance as a form of universal expression—it did not matter if my peers spoke Japanese, Russian, or French, we all understood one another through the language of movement. As I grew older, my interest in understanding the ways in which people communicate and interact evolved beyond modes of expression to uncovering motivations for the ways in which people behave.
I was lucky enough to be able to turn this curiosity into a Bachelor’s Degree when I studied Behavioral Economics at Vassar College, a course of study which helped me to understand why humans often act in irrational ways. After school I went on to work at Northstar Research Partners, a market research and insights firm, before ending up at Truth Central. Now, when I’m not truth hunting, I’m likely off on a yoga mat somewhere.
Executive Project Coordinator
Although I graduated with a degree in Communications from St. John’s University, I did my fair share of trying out different careers, before settling at McCann. I’ve been a flight attendant, a sales rep, I owned a coffee shop and then I came to my senses…. While every career was important and made me the person I am today, I longed to get back to my roots.
I started my career at McCann in 2007, as an Executive Assistant on the US Army team. I worked closely with my team and the clients and learned so much while gaining very valuable experience. Which eventually led me to Truth Central.
I am truly excited to be working with such brilliant individuals that are energetic and full of fresh ideas. Who knew research could be fun! In the short time I’ve been with this team we have done some amazing work and in the process have become a wonderful team and family.
I am a native New Yorker, and this beautiful city never ceases to amaze me. I am always meeting new people and discovering things to do and places to go. In my spare time you will find me cooking, reading, going to see the latest movie, dancing (it’s in my blood) or just spending quality time with my family and friends.
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