Ed joined ?What If! as an Inventor in summer 2008. He started his career in advertising and then quickly realized that sales promotion was for him. During his sales promotion years, Ed worked on campaigns for brands including Exxon Mobile, Bosch, FHM and Arena magazines. He then joined Accenture as a management consultant and spent over six years specializing in strategy for financial services clients.

While at Accenture, Ed worked on a new business start up for the Royal Mail Group and was inspired by the energy of the project, doing things in new different ways and the entrepreneurial buzz. In 2008 Ed decided to make the leap into innovation and now has innovation projects on everything from luxury fragrance and drinks to mobile phones and price comparison sites under his belt. Ed puts his passion for innovation down to the fact that delving for insights is in his blood - his mum's a hairdresser after all!

When he's not inventing new stuff, you'll find Ed playing football, doing triathlons (all over the world) and enjoying a good natter with his mates in the pub.