At the heart of Giles’ approach to innovation is a relentless pursuit of the human truths that drive behavior. A master of distilling complex consumer, cultural and commercial insights into unexpected opportunities, Giles has been responsible for delivering groundbreaking new ideas, concepts and platforms for a variety of companies and industries. From creating actionable propositions for dry government policy initiatives, to inventing category-changing new expressions for some of the world’s leading beverage brands, Giles’ collaborative approach to work has made him valued by clients and colleagues alike.
Prior to ?What If!, Giles’ career blended branding, strategy, marketing communications and innovation, allowing him to bring humanity, insight, enthusiasm and creativity to every challenge.
Originally from London, Giles has spent most of his life living all over the world, including Hong Kong, Paris, Nicosia and New York. His travels have opened him to new experiences, cultures, ways of thinking and most importantly, foods. Giles currently lives in Brooklyn with his wife, Cynthia, who is more tolerant than she should be of his ever-expanding music collection.
Back to people
The ?! moment I’ve had the greatest Adventure:
An epiphany in the Welsh countryside. Four days in a muddy tent, hearing fascinating speakers, being inspired by my peers, learning skills I never thought I needed, refreshing my mind, making great new friends and somehow still gaining a new perspective on my approach to business challenges.