Ed joined ?What If! in 2001 having spent 6 years as a planner in retail and leisure design. He called us when he received a ?What If! presentation as pre-reading for a high street store-design project. "It stood out from the stack of research documents I’d received because it was stuffed full of creative output, enthusiasm and practical ideas. I decided I wanted to be a part of a culture like that, and sent Sal an email straight away." In a moment of madness we said ‘yes!’ - and the rest is history…

Since joining us Ed has worked around the world, helping brands from Axe and Dove, through to Burger King, the National Lottery and Vodafone. He has recently spent 2 years developing start-up businesses in our Ventures Team, before heading back in to our core inventing business to share this new skill-set with colleagues and clients.

To get on his good side, you should talk to Ed about fishing, motorbikes or living in the country.