London

Nick Smith

Lead Inventor
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ick gets under the skin of a client's business needs. His ability to form astute observations and to build different bits of evidence into real insight has already been brought to bear on challenges as diverse as transforming the inside of one of the world's biggest-selling small car, evolving one of the most iconic brands in the Nordics, developing breakthrough commercial models around BBC Worldwide's top programmes and helping a famous spirits brand reclaim ownership of cocktails.

Before ?What If! Nick was a client services director at ITV where he developed strategies to create increased value for many of the broadcatsers most important advertisers. He innovated ITV's approach to editorial-commercial partnerships becoming an industry expert on Branded Content. Previously, Nick spent a decade within the Ogilvy Group, forging long term relationships with clients as diverse as American Express, Unilever and The Observer.

Nick lives in Islington with his partner, two young daughters, a ludicrously over-stuffed iTunes and an ever-expanding room full of books -- a hangover from his University days studying English literature.