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Bringing marketing experience to wellness.
Ian is a pioneering expert in the field of marketing communications, branding and advertising. He’s spent a lifetime building global brands in the biggest and best agency networks, client-side marketing teams and consultancies, as well as developing brands from scratch in CPG, Health & Fitness, Travel and Clothing.
The depth of his experience has meant he’s been able to move seamlessly from analogue to digital to AI, adapting to the changing landscape whilst retaining a deep understand of how brands work and how to touch the right nerves with consumers. But also – and most importantly – how to crystallise seemingly complex brand stories into simple compelling messages.
For him the best brands, big or small, succeed because they create one thing above everything else: affinity… a natural liking. Which is why he believes success in wellness comes from ‘normalisation’ and why his mission is to help clients’ products become a normal, inextricable part of our everyday lives.
His own commitment to well-being means finding that sweet spot where how he looks after himself fits naturally into how he lives – and enjoys – his life.
Ian brings to our advisory council a valuable external perspective on how wellness and longevity brands can move beyond niche appeal to achieve genuine cultural relevance. He challenges thinking, identifies opportunities to strengthen consumer connection and helps ensure ideas are both distinctive and commercially meaningful. His perspective is particularly valuable in translating emerging category trends and changing consumer behaviours into practical growth opportunities.
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