Diageo

Director

John Wise Consulting

Helping organizations execute end-to-end marketing strategies with a distinct cultural edge.

Providing original content and thought leadership as part of a consultative sales strategy.

Bringing a diverse toolkit of techniques to tackle the stickiest issues facing brands. 

Facilitating collaboration using techniques and principles from Design Research.

Specialties include:
- Growth Strategy: Figuring out where it hurts, and how to make it better
- Brand Positioning + Creative Development: Creating brands that move culture
- Innovation Strategy: Fueling front-end ideation
- Semiotics: looking below the surface of culture to inspire brands
- Scenario Planning: Creating alternative futures to inform today’s strategy
- Content Development + Sales Enablement: Creating original content with a brand POV
- Culture Coaching: Adding critical CI techniques to the team’s repertoire
- Macrotrend Analysis: Breaking down wider shifts into jobs-to-be-done for our industry or sector

Principal

Material

Founded Material’s Cultural Foresight practice from the ground up, working closely with Executive Leadership teams to align practice strategies with business goals.

Named a 'Top Semiotics Company' by Greenbook, unpacking culture for clients like Warner Brothers, Kraft, Constellation, Lego, Instagram, Meta, and Sephora. 

Worked with leaders across the 1600+ person group to implement Cultural Insight and Strategic Foresight solutions into their respective fields, from Tracking, to Segmentation, to Innovation Platform Development.

Partnered with Account Development leads and Content Marketers to connect with clients spanning the roster. 

Developed and implemented best practices, and created innovative new methodologies when necessary.

Integrated cultural perspectives into larger-scale project initiatives across 14 sister companies. 

Co-led Material's Center for Human Understanding, blending Cultural Foresight with Behavioral Science to differentiate all of Material’s core business offerings and create proactive thought leadership for top accounts.

Partnered with Talent & HR teams to shape the employee value proposition and build internal cultures.

Clients included:
+ LEGO
+ Meta
+ Sephora
+ State Farm
+ Youtube

Vice President - Cultural Foresight

Kelton Global

Integrated Culture into the wider Kelton ecosystem, from pitch-level thought leadership, to custom insight work for top clients.

Introduced Strategic Foresight to the organization via new research methods, thinking frameworks, and training programs.

Adapted methods from Strategic Foresight to specific client challenges, including Scenario Planning, Horizon Scanning, Expert Interviews and Online Anthropology/Social Listening.

Clients included:
+ Google
+ Dollar Shave Club
+ Nike
+ Pfizer
+ Target

Vice President - Cultural Insights & Strategic Foresight

Built Kelton’s Cultural Insights practice from the ground up, mentoring a blended team of high-performing qualitative hybrids and cultural insight specialists to deliver quality project work.

Delivered high-quality custom insight work to senior clients, managing and integrating multiple data sources into a clear, compelling narrative.

Represented Kelton at conferences and trade shows, delivering speeches on Storytelling best practices, Authenticity vs Character in marketing, and ways to make an Impact

Senior Director - Cultural Insights & Brand Strategy

Flamingo New York

Worked on every phase of the brand development process, from new product and brand development, to target explorations and cultural white papers. 

Moderated hundreds of ethnographic interviews and focus groups with consumers ranging from teen gamers, to senior physicians, to hardcore amateur athletes.

Developed expertise in brand strategy & creative development, with a focus on B2C brands in the alcohol, food & beverage, gaming, and technology categories.

Frequent contributor and one-time editor of FYI, Flamingo's thought-leadership publication, addressing issues ranging from the future of the 'Grey Generation', to Obsession in digital culture.

Clients included:
+ Danone
+ Heineken
+ Hilshire Farms
+ Sony

Associate Director - Cultural Insights

Redroom Creative

Middling freelance graphic/web designer focusing on small businesses in the Bay Area.

Created visual identities, promotional materials and websites for several bars & restaurants, a couple rock bands, a film festival, and a start-up vodka brand.

Principle

iAgora

Intern

As a growth strategist in a VUCA world, my goal is to foster growth by helping organizations understand, navigate, and act on cultural currents. 

In practical terms, this means bringing a cultural perspective to Brand and Innovation Strategy, Content and Consultative Sales, and Internal Learning & Development.

Over the past 18+ years, I've tackled complex challenges for renowned consumer brands like Apple, ABI, Best-Buy, Coca-Cola, Diageo, Everlane, Google, Gulfstream, Harley-Davidson, Meta, Nike, NFL, Playstation, Sephora, Sony, Steelcase, Target, Uber, and Warner Brothers.

Currently on secondment, leading the Innovation & Future Spaces team at Diageo North America.

Specialties include:
- Cultural + Consumer Insight
- Brand Strategy + Development
- Innovation + Experience Design 
- Thought-Leadership & Content Marketing
- Applied Semiotics
- Strategic Foresight + Scenario Planning
- Cross-functional Team Leadership
- Training + Professional Coaching

For more:
www.johnwiseconsulting.com

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