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I started out in advertising, working with global agencies and advertisers, building top brands. I soon suspected that the model of broadcast-style communication used for decades to build brands was broken. The Internet was on the cusp of its meteoric rise. I carried out a study exploring a world where company's cared more and interacted more with consumers, employees and suppliers in an open and transparent way. Technology lay at the heart of this new world view.
My study postulated a new paradigm called Corporate Interaction (CI), examining and proving its positive effects on product evaluations. CI is a companies' use of technology to interact, understand and quickly respond to customer preferences and the philosophy of involving customers early in new product development efforts, making them "co-producers" and driving loyalty.
I've worked for Ogilvy & Mather, Leo Burnett, Entriq and Sony. I've developed transferable skills through starting and growing innovative businesses and implementing new business practices in global organisations (viz: Consumer Electronics, Telecommunications, Media, IT and FMCG). Management, Innovation, Strategy and Marketing (focused on Brand Building and CRM) are all descriptive of my discipline expertise.
I now run netoCiety exploring all of these facets anew under the banner of Enterprise 2.0 focusing on driving businesses to grow innovatively or implementing innovative businesses, supported by insight and technology and centred on sustainability.
