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Ian Micallef

Brand Strategy Consultant

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  • LevelMid Level
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsCreative Brand Consultant


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About me

I'm a creative and empathetic strategist with 6+ years of sales & marketing, brand development & strategy experience. Working my knowledge back and forth, I have held various positions with world renowned brand consultancies most notably Landor (WPP), Design Bridge, Fitch (WPP), Bulletproof, Moving Brands and Saffron Consultants. I also work with small business and start-ups to help realise brand ambitions.

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  • Qualitative Research
  • Concept Development
  • Marketing
  • Hospitality
  • Tourism
  • FMCG Branding
  • Retail Branding
  • Customer Behaviour
  • Brand Creative Strategy
  • Proposition Development

Work history


Brand Strategist


Nov 2016
  • London, United Kingdom
  • Freelance
  • Working as a brand consultant and create strategist with a larger variety of top tier brand agencies and consultancies in the FMCG and Customer Experience space. My expertise: - Providing strategic consultancy in consumer insight, brand strategy, brand positioning - Uncovering hidden truths - Delivering a strategic point of view - Appraising brand equities - Analysing competitors and categories in order to propose or challenge brand opportunities - Identifying relevant trends in global consumer culture - Brand Identity analysis and benchmarking, including semiotic analysis - Gathering and analysing quantitative and qualitative research to extract insights helping to shape strategy - Customer journey mapping/experience mapping to identify brand experience gaps and co-creating better alternatives -Ethnography research and Vox-Pops - Identifying innovation opportunities - Crafting brand values, brand purpose, positioning statements, brand personality - Developing brand architectures, brand names and nomenclature systems - Writing creative briefs - Designing creative workshops - Brand propositioning and naming Contracts completed in 2017: - Saffron Consultants at Second Home Spitalfields, London - BWP Group, Hackney & Marlow, UK - We are Guerrilla, Shoreditch, London - Clean Returns, Westbourne Park, London - CBA (WPP), Somerset House, London Contracts completed in 2016: - YourStudio, Shoreditch, London - Moving Brands, Shoreditch, London - A Little Bird, Shoreditch, London - Bulletproof, Covent Garden, London - Fitch (WPP), Paddington, London



Brand Leadership MSc (Distinction)

Univeristy of East Anglia

Sep 2012
  • Norwich, United Kingdom
  • Graduated in July 2014 with a distinction. Course Details: Brands and Strategy, Consumer Brand Behaviour, Understanding Research for Brand Leadership, Innovation and Organisational Change, Brand Me, BrandAid, Brands in Action, Brands, Society and Culture



Best performing student and best dissertation 2012/13


  • Awarded NBS prize for best performing student and best dissertation (achieving 90%)