New York

Giles Hanson

Lead Inventor

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ver the course of a twelve-year career in the world of marketing communications, Giles has developed a fresh approach to tackling client business and communication challenges with insight, enthusiasm and creativity. By balancing a strong strategic grounding with integrated, creative thinking and a keen eye for market trends, Giles has been responsible for delivering standout new ideas, concepts and platforms for a variety of organizations. From creating a unique consumer proposition for dry government policy initiatives in his native England, to inventing a category-changing new Scotch expression for one of the world’s leading beverage brands, Giles’ outlook, coupled with a truly collaborative approach to work, has made him valued by clients and colleagues alike.

Prior to joining ?What If! Giles was a director at award-winning boutique marketing communications and PR agency Maloney & Fox, where he led the growth of the company’s food & drink portfolio and helped a diverse range of brands – including Hendrick’s Gin, Glenfiddich and the Balvenie – reach new audiences with innovative programming. Before that, Giles leant his insight and strategic skills to a range of governmental and non-profit groups, helping them bring technical enterprises to life in new and meaningful ways.

Originally from London, England, Giles has spent most of his life living in different places around the world, including Hong Kong, Paris, London, Cyprus and New York. He feels this makes him open to new experiences, cultures, ways of thinking and most importantly, foods. He currently lives in Brooklyn with his wife, Cynthia.