Core disciplines: Brand strategy, Branding / design, Innovation/NPD/Service Design

Key people

Marie-Therese Cassidy
Marie-Therese Cassidy
Executive Creative Director

Marie-Therese is the Executive Creative Director at FutureBrand London. A Glasgow School of Art graduate she brought her northern spirit to London to cut her professional design teeth at JKR.

Her passion and skills went from strength to strength, working at many of the top agencies in London including Design Bridge, Landor, Pearlfisher, Blue Marlin and Dragon Rouge.

During the last 20+ years she has built an impressive creative portfolio, working with some of the world’s leading brands for businesses such as Unilever, Diageo, PepsiCo, P&G, Mondelez, Danone, AB InBev, Coca Cola & Arla.   

Marie-Therese now heads up a talented, collaborative and energetic team, with the creative goal to take brands to a purposeful, beautiful and meaningful place.

Jon Tipple
Jon Tipple
Chief Strategy Officer

Jon is a brand strategist with international experience across a variety of creative businesses. He now leads strategy for FutureBrand globally.

He has worked with some of the world’s leading brands and businesses to drive growth through direct marketing, advertising, innovation and brand experience design.

His brand experience includes the London Olympic Games, Red Bull, Microsoft, Nestle, Danone, Virgin, AB InBev, Bacardi and the BBC.

Jon is passionate about bringing category-redefining creativity to the world’s most significant brands and businesses. Jon has responsibility for strategy, corporate development and the FutureBrand global methodologies.

Nick Sykes
Nick Sykes
President, International

Nick is the CEO of FutureBrand London and President of FutureBrand International.

Previously, Nick was at McCann London where he ran many of the agency’s largest clients including Barclays, Nestlé, Bacardi, Unilever and The Co-operative Group. He also led the team that won the London 2012 Olympic and Paralympic Games project and was Managing Director of McCann Worldgroup for London 2012.

Nick is a regular speaker on branding issues, frequently contributing to high profile publications and seminars on a wide range of topics including sports and destination branding.

Jovan Buac
Jovan Buac
Client Director

Jovan leads consumer branding at FutureBrand and manages strategic relationships. With a strong group of account managers, his teams deliver high levels of client servicing.

During his career he has worked with Unilever, Britvic, Diageo, AB InBev, Birds Eye, P&G, SAB Miller and Mondelez. His experience in the luxury sector, for brands like Penhaligon's, helped win numerous design awards including DBA Design Effectiveness, New York Festivals and a Marketing Week Award.

Jovan is passionate about insight-driven strategy, best-in-class creativity and above all, creating an emotional connection with the end consumer for commercial success.

Will Bloor
Will Bloor
Brand Experience Director

Will has worked for over 15 years at the forefront of Brand Experience design at some of the world’s leading creative agencies and organisations including Razorfish, LBi and Loewy.

Before joining FutureBrand, Will was Creative Director of new products, media and platforms at Google - providing specialist innovation expertise, digital consultancy and concept development for many global brands including Nestle, P&G, Unilever and General Motors.

At FutureBrand he leads digital creative and integrated brand experience for brands such as Cadillac, Nespresso, American Airlines, Time Warner, Danone and many more.

Leon de Ste. Croix
Leon de Ste. Croix
Creative Director

After studying Product Design at London’s Central Saint Martins College of Art and Design, Leon has spent many years designing for some of the largest global brands as well as niche luxury names.

He has worked at Design Bridge, JKR and latterly Winkreative before joining FutureBrand as Creative Director of consumer brands.

During his career, he has worked with AB InBev, Unilever, Diageo, The Macallan, Jura and Courvoisier. Leon has extensive experience within the luxury perfume and cosmetics sectors, producing award winning work for brands such as Molton Brown, Penhaligon’s, L'Artisan Parfumeur and Space NK.

James Withey
James Withey
Head of Strategy

James joined the team in February 2015 and is Head of Strategy for FutureBrand London. He has worked in brand consultancy for most of his 18 year career at Interbrand, The Futures Company, Circus and almost a decade at Landor, where he was Head of Strategy. James also started a social media consultancy for private equity-backed media company Precise, prior to its acquisition by WPP.

His team of best in class strategists work on a wide variety of tasks including transformational business and brand strategy, innovation, employee engagement and new brand creation.

James has worked across a wide range of clients, including Lenovo, Land Rover, Lloyds Banking Group, M&S, Morrisons, Nestlé, The Co-operative Group, SCA and Virgin.

Fleur Cuyalaa
Fleur Cuyalaa
Design Director

Fleur joined FutureBrand as a consumer branding Design Director in 2016. She graduated with a Masters Degree in product design, starting her career as a product designer in the luxury furniture industry.

She then moved into the world of consumer packaging design, working for Design Bridge in both their Amsterdam and later London offices. Whilst at Design Bridge, Fleur led design and branding projects for Unilever, Reckitt Benckiser, PepsiCo and Fortnum & Mason.

Since joining FutureBrand, Fleur has become an integral part of the consumer team, working on Danone, Nestlé and Bayer among others, on packaging and brand experience projects.

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