From functional foods and longevity supplements to fitness equipment and wellbeing ecosystems, we turn complex propositions into clear, compelling platforms designed to shift behaviour and accelerate revenue.
But we don’t approach wellness as branding alone, we treat it as a performance category. Everything we do is built around measurable commercial outcomes: awareness that converts, storytelling that builds trust and creative systems engineered to scale. Our work sits at the intersection of insight, innovation and commercial rigour, where creativity is judged by impact as well as aesthetics.
In a market increasingly defined by both rapid growth and rising scepticism, The Creative Lab will help make all your blood, sweat and tears worth it. We build the authentic frameworks, campaigns and systems that translate product science into consumer action… and sustained commercial growth.
We’ll create for you a Growth Pathway informed by where your wellness brand is on its life cycle. Our three performance-driven programme are designed to build demand, earn trust and deliver commercial success.
Strategy
Agentic consumer intel
Category narrative
Brand positioning
Campaign planning
Performance modelling
Creative
Identity & packaging
Digital design
Branded content
Advertising
Concept testing
Influencer & community
Social management
Loyalty & retention
Brand experience
Retail & shopper
Activation
"Age is inevitable.
Decline is negotiable."
I'm CEO and Head of Strategy at The Creative Lab, helping wellness brands
grow faster by turning complex science
and product propositions into ideas people actually care about.
I've been around a while and I'm still playing football, cycling hard and obsessed with the habits, behaviours and innovations that help people stay healthier for longer.
After decades of building brands and driving growth, I've brought together my professional experience and personal passion into one mission: helping wellness businesses outperform their category.
For me, wellness and longevity is simple: more years in the game, not watching from the sidelines.
Michael Miley
CEO & Head of Strategy
"If it doesn't perform, it isn't creative." David Ogilvy
I’m the Executive Creative Director and co-founder of The Creative Lab.
I’ve spent more than 30 years helping brands earn attention, build trust and grow. From global consumer brands to ambitious challengers, I’ve always believed creativity should do more than look good, it should change behaviour.
Outside the studio, you’ll usually find me on a football pitch. I’m fascinated by performance, wearable tech and the data that reveals what drives results.
That same curiosity shapes how I approach branding. Because behind every purchase, click and moment of loyalty is human behaviour waiting to
be understood.
I believe the future of wellness is personal. Data and technology are helping us understand our bodies better and make smarter decisions every day.
Franco Reda
Co Founder & ECD
“One cannot think well, love well, or sleep well, if one has not eaten well.” Virginia Woolf
During my 25-year agency career, I’ve been lucky to experience some remarkable change – none more so than brands and consumers embracing the value of better habits for wellness and longevity.
It’s what inspires me every day as Managing Director and Head of Campaigns at The Creative Lab. As a regular gym goer, hiker and cyclist, exercise is important to me, but my real passion is food and nutrition. Having recently achieved a RSPH Level 4 Award in Nutrition, I’ve made it my business to get into the detail.
I passionately believe that the future of wellness isn’t treatment, it’s prevention. We practice and preach it here at The Creative Lab.
Paul Cope
MD & Head of Campaigns
When you work with The Creative Lab, you work with the founders – supported by an agile, low overhead network of wellness expertise, from strategy through to execution.
Plus, our agentic persistent intelligence tool features over 50,000 ‘individuals’ that never stop listening to the most influential consumers.