Uri Baruchin Brand Strategist | The Dots
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Uri Baruchin

Brand StrategistLondon, United Kingdom
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Uri Baruchin

Brand StrategistLondon, United Kingdom
About me
I help clients and agencies tackle big challenges by drawing on diverse inspiration and expertise, from data and behavioural economics to lateral thinking and storytelling. Together, we look at the full picture, uncover new opportunities, create winning strategies. No black-boxes, no pointless buzzwords, no flowery nonsense. Then, we call on a team of peerless specialists to deliver creative solutions with impact. ► Current business model: For the past two years, I've been running a boutique agency working on strategic programmes and campaigns directly with B2C and B2B clients or collaborating with selected agencies as a troubleshooter. From household FMCG brand names to cybersecurity and a new VC fund. ► Specific strengths: ▪️ Brand, positioning, propositions, portfolio strategy/architecture My past clients include blue-chip brands such as Nestle, Sony and MINI as well as smaller brands and start-ups. Frequently, 'a strategist to the strategists', working with consulting clients such as Deloitte, Kantar, and Bain & Company on their propositions. ▪️ Creative leadership I have led cross-functional teams at some of the world's best brand agencies, including Siegel & Gale, Landor and The Partners, where I was Head of Strategy in the years leading to the Superunion merger. Those teams won some awards along the way too. ▪️ Strategy mentoring, and advocacy I don't just build brands - I build brand-builders. Helping companies build in-house strategic competence through training and coaching (Accenture, Sony Music, Havas...). Helping creative agencies shape their ways of working, be more strategic, or push the boundaries on their latest pitch. A writer, speaker and educator - developed D&AD's new strategy masterclass and mentor young creative talent at the School of Communication Arts (working with 10+ teams across 5+ briefs every time I'm there keeps me on my toes). ▪️ Digital DNA / UX / Content Connected to the Internet as early as 1993, my digital sensibilities are more Millennial than X-Gen. With a career that started with the early days of the Tel Aviv Internet scene and a life-long immersion in cyberculture, count on me to 'get it' and deliver results, but I choose to resist the hype. My agency and client-side digital experience cover client-side media, product strategy, UX, e-commerce, innovation, content development, digital strategy and management.
Projects credited in
  • Canopy. Goes Fresh.
    How do you get renters to think positively about their rent? We’d been working with Canopy for a while, creating Ad campaigns and making them famous. Things were growing, the work was driving customer sign ups but something was missing. A killer brand to talk one-to-one and make people feel special. Cue a rebrand. Talking to the public with empathy and realism, but doing it with some va-va-voom. Fresh, vibrant and real. Fame: More renters, more downloads and crucially… more traction.
  • Copy Capital
    The biggest event dedicated to copywriting
Work history
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    Founder/DirectorUBCS Ltd
    London, United KingdomFull Time
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    Head of StrategySuperunion
     - London, United KingdomFull Time
    Head of Strategy at The Partners then a strategy partner in at Superuinion
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Skills
  • Strategy
  • Strategy Consulting
  • Strategy Development
  • Agency Strategy
  • Brand Strategy
  • Creative Strategy
  • Positioning
  • Brand Architectue
  • Portfolio Management
  • Pitching
Education
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    Bachelor of Arts (BA) cum laudeTel Aviv University
    Tel Aviv-Yafo, Israel
    Poetics and semiotics
Awards
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    Grand PrixDRUM DESIGN AWARDS
    Made in Britain