As an independent consultant, I can work with agencies to provide an additional layer of insight, strategy and senior level support to client campaigns or pitches.

Having previously co-founded and grown an agency from start up to 60 people, I’m also happy to explore general advisory, board and non-exec roles.


For agencies without an in-house function or access to a consumer insight platform, I can help you to profile and understand your client’s target audience through data. I use global data sources (including access to the powerful Global Web Index and GWI Sports platforms) combined with your internal data to uncover actionable insights into existing and target audiences:

  • Who is the client targeting?
  • How do they engage with sport?
  • What are their other interests?
  • What are their behaviours, attitudes and values?
  • What do they want from brands?  
  • How can the brand authentically connect with them? 

Take a look here at some examples of data and insight on sports audiences of various types.


I can also build on these insights to supplement an agency’s strategic offering around sport, adding extra value to clients.

  • Landscape: understanding the macro trends in sport to be aware of
  • Partnerships: which sports and properties match up best with the audience
  • Competitors: how are competitors already using sport to engage the audience
  • Positioning: developing a brand’s authentic positioning and messaging in sport
  • Activation: strategies for bringing partnerships to life and connecting with fans