Hey, my name is Warren and I’m a senior cultural strategist, helping brands understand and communicate in the ever changing world of culture.
I have a passion for culture led marketing and with 16 years experience both agency and brand side, global and local I bring a rare mix of cultural, commercial and creative perspective to helping create and deliver successful culture strategies.
During my career I’ve helped launch football boots and brand platforms for adidas and New Balance, set up a culture marketing team at Chivas Regal, provided gen-z understanding for Starbucks and contributed to thought leadership and reports as a member of TBWA’s Cultural Intelligence Unit Backslash. I’ve strategically led brand collabs and sponsorships from Mobil 1 in motorsports to Hyundai and Bradley Wiggins, Chivas and Manchester United to Vodafone and Capital’s Summertime Ball.
My output covers everything from audience research to brand strategy and comms to creative strategy. I’ve worked across all marketing channels through a mix of creative, media, social and digital agencies and in senior brand and marketing manager roles so I offer a wide strategic and creative perspective when solving brand and business problems.
I pride myself on bringing context, understanding and the nuances of culture to the table in order to help brands better navigate the sensibilities to participate in culture, rather than simply tap into it.
I’m a 90s Hip Hop and R’n’B head, QPR optimist & Orlando Magic fanatic, coffee & craft beer nerd, keen cyclist and writer who buys too many trainers.
RECENT WORK
adidas: CrazyFast
Drive brand heat and purchase of the new X CrazyFast boots during the summer boot buying window.
Starbucks x You
Launch the new Creme Brulee beverage customisation and encourage customization trial across the range of summer drinks.
mobil 1 brand platform
Stand out in the heavy sponsored world of motorsports sponsorship to show how integral Mobil 1 is to their motorsports partners.
HOW I CAN HELP
Consumer & Cultural Context
Providing you with the context, understanding and intel to better navigate culture. Helping you answer:
What’s happening in culture?
What are the key insights, trends and shifts we need to know?
How can we better understand our consumer?
Brand in Culture Strategy
Defining how the brand will be positioned to participate in culture. Helping you answer:
How can we drive cultural relevance?
Where can we position our brand in culture?
What’s our cultural roadmap?
Activating within Culture
Guiding how to bring the brand to life across cultural output & activity. Helping you answer:
How does our brand or idea come to life?
What assets or activity should we create?
Who do we need to work with? (Influencers, tastemakers, creators)
LATEST THINKING
CONTRIBUTED TO TBWA BACKSLASH’S FUTURE OF SPORT REPORT: Chapter 1: The Rebalancing Act
MARKETING SOCIETY OPINION ON INSTAGRAM THREADS: Is Threads the right place for my brand?
TESTIMONIALS
“Warren is a strategic thinker and branding expert. He’s creative and strong in culture and hugely passionate about marketing, entrepreneurship and leading edge brand and experiential activation. Great team player and very personable. Listens well and is empathetic and has high EQ. Well versed on navigating tricky briefs and organisational hierarchies and strong on digital and social as well as insights and analytics. If you need support on a project, call him!”
Fiona Curtin, Planning & Comms Director, Jameson
“I had the pleasure of having Warren as my strategic partner on a complex global piece of business. Warren’s breadth of knowledge and skills made him just as able to have deep strategic direction discussions about consumer profiles and brand messages with the CMO as it did understanding the creative nuance required to get content working in specific social channels. I recommend him to any brand or agency seeking cultural relevance understanding.”
Dan Hocking, Managing Consultant (Worked together at Leo Burnett)
“Warren was a valuable member of my team at Chivas, providing strategic and creative direction on a range of key projects including the Success is a Blend global campaign, which successfully launched in over 50 markets, through to growing our social media presence by developing richer and more engaging content.
His audience and cultural understanding were invaluable in the development of content across our Manchester United partnership, in addition to his involvement in developing the new Chivas brand positioning, providing key insights and direction on how we can win in culture.”
Martin Jaskolowski, Head of Advertising, Chivas Regal
"When it comes to strategy, I highly recommend Warren. He simplifies the complicated and gets to the core of branding. With a clear of understanding of his clients goals, he delivers effective brand strategy to inform effective and long lasting brand identities."
Dan Todd, Co-Founder & Creative Partner, The Canopy Studio
Featured Work
Helping Chivas Regal reposition themselves for the Hustle Generation.
Let’s work together
I work on a fee or day rate model, providing a bespoke scope to suit your needs. I’m based in Winchester, Hampshire but can also work at your office. I can be reached at hello@warrendell.co.uk or 07920 053008.