Contact Baskin Shark
Call 01367 850 179
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Biog

I founded Baskin Shark (where brands move forward or die!) in 2000. My goal is to get stuff done and make things better, for both the brand and its customers.

I have over 30 years’ experience as a market researcher, strategic account planner, facilitator and trainer. My career has taken me to some of the world’s greatest cities as I’ve enjoyed stints in blue chip advertising and research agencies in London, Paris, New York, Stockholm, Glasgow & Brussels. Over the years I’ve worked in many sectors, planning and researching some great brands; Absolut, British Airways, Boots the Chemist, Coca Cola, Goldman Sachs, H.M. Government, IKEA, J.P. Morgan, Kelloggs, Kraft, and Royal Caribbean Cruise line to name a few.

I have headed up the UK’s largest planning department at JWT London and (arguably) America’s coolest at Chiat/Day New York. I believe market research should be a useful aid to decision making and better judgement, insightful and dynamic not a rear view mirror. When it comes to strategy, a problem well defined is a problem half solved, and I will apportion my time accordingly. And without creativity, I think communications are going to be less effective.

My planning and research efforts come highly decorated;  I’ve won three Institute of Practitioners of Advertising Effectiveness awards, the Market Research Society Conference /Incorporated Society of British Advertisers Best Paper in 2001 and several US Effies  (86-89). In 2007, I was an ‘expert judge’ for the IPA Effectiveness Awards, and in 2008, the Marketing Society Excellence Awards.

I have also been extensively published; in 2004, an APG book called Brand New Brand Thinking; in 2008 I was co-editor and contributing author of ‘A Master Class in Brand Planning; the Timeless Works of Stephen King’.
“The result is like a planner’s bible. Every planner needs this book – and the brave ones will give it to their clients too” (Roderick White, Editor, Admap).

I have been writing a monthly Best Practice column for WARC (World Advertising Research Centre) since 2009 covering topics such as how to write an agency brief to channel planning to how to conduct a global market research project. I am on the editorial board for the IJMR (international Journal of Market Research). For the second year running I am also proud to be the most read / downloaded author on WARC. You can read my article on agency remuneration, published in June 2012, here: www.warc.com.

I'm also pleased to announce that I have recently been made a Visiting Fellow of the New College of Humanities in London.

My style has been described by my old Kellogg client as “refreshingly direct”. I work fast, I am a stickler for detail and I love what I do.