About Us

We believe that brands which connect emotionally via a true brand purpose, with an idea at their very core, are the brands with the power to create global meaning and competitive advantage.

Since our foundation in the creation of ‘Dirt is Good’, which has transformed the global laundry category, we have completed more than 50 brand transformations for some of the world’s largest brands.

Our People

We have a core team built up of first class brand and consumer experts all of whom share a belief in the power of brands to connect meaningfully and globally. Expertise ranges across strategic consumer understanding, top flight brand development, consumer psychology and cultural trends, energies and semiotics.

Additionally, we have a global network of partners who provide consumer connection and cultural reach across every continent.

David Arkwright
David Arkwright
Co-founder
David has created and run a number of big brands in various categories, and every continent. He has consulted on major brand transformations for some of the world’s largest brands.

He specialises in helping businesses to transform their brands to be globally relevant and deeply connecting. He is the author of ‘The Making of Dirt is Good’ – the story of his time at the helm of Unilever’s global laundry success. He is a frequent public speaker on the power of brands to transform. His passion is in unlocking real meaning in brands and creating brand purpose which transcends banality.
Katie Oakley
Katie Oakley
Co-founder
Katie is a top flight brands and insight specialist with extensive experience in global innovation, brand visioning and consumer trends.

She is former Managing Director of Henley Centre/Headlight Vision (now The Futures Company) where she built expertise in the intersection of deep insight and trends. She is driven by a belief in better, deeper insight with the power to truly transform brands. She has developed specific methodologies with which to do so which are core to MEAT’s work.
Dr. Joanne Lacey
Dr. Joanne Lacey
Head of Cultural Insight and Semiotics
Joanne is a cultural insight specialist with extensive experience in the application of social psychology, global trends and marketing semiotics to brand visioning and global innovation. She roots a global cultural analytics capability into the brand transformation process.

She has a doctorate in Media and Communications and has lectured extensively in Visual Culture. She is driven by a belief that a biting cultural context can unlock new spaces of opportunity for brands to occupy.
Joanna Royce
Joanna Royce
Insight Lead and Consultant
Jo is an accomplished insight practitioner and consultant who has operated across every continent and many brands and categories. She has a First Class degree in English and a passion for understanding the deeper human motivations which drive every day behaviour.

She has built her expertise working in a number of categories which at first sight might be seen as banal or commoditised. It is in these spaces that the desire to understand better, and to elevate consumer insight beyond the banal has led to significant successes in building distinctive brands.
Goli Lashkari
Goli Lashkari
Consultant and Insight
Goli has over 14 years’ experience and specialises in Consumer Mindscoping™. She has worked in every continent, and has extensive experience in Asia and the Middle East.

She has a degree in the Social Sciences and is passionate about people, behaviour and motivations. She has built her expertise working across a range of categories and is passionate about linking brand intrinsics to human values in a way that can drive behaviour.
Meirion Powell
Meirion Powell
Consultant
Meirion is a longstanding insight practitioner and brand thinker who has worked for almost twenty years on some of the world’s biggest and toughest brand challenges.

She is a graduate in Sociology and Psychology who first worked across a number of international brand roles in Unilever before pursuing her passion for insight and true consumer understanding. She is fascinated by human beings, what makes them truly tick and how this impacts on how they buy and consume.
Katie Guillory
Katie Guillory
Insight Lead and Consultant (USA)
Katie has practiced as an insight leader and brand thinker for almost 15 years.

She has developed her insightful and dynamic moderating style through well-respected qualitative research houses, such as Hall and Partners USA, Inc. She is a graduate of Harvard College with a degree in Linguistics and German. Katie is a powerful strategic thinker who delights most in working with clients to turn strategy into action and explore in-depth the potential of that strategy with consumers.
Nick Johnson
Nick Johnson
Brand Strategist
Nick is a seasoned brand and insight strategist, working with brands across more than 40 markets

He is the ex-MD of Volante Research and Evo Research & Consulting and he spent his formative years in Strategic Planning at JWT and Euro RSCG.

Nick has in-depth expertise of the tech and luxury sectors and has lived at various times in his life in the US and Italy.

Brands we work with

We work with some of the world’s most exciting brands across a vast range of categories to create better brand positioning and brand conceived innovation.

view case studies
  • Kellogg's San Miguel Innocent Ferrero Volvic Grey Goose Tums BP
  • Bombay Sapphire Poligrip Carlsberg Dr Scholl's Dewar's Vaseline GSK Coca Cola
  • Dove Bacardi Panadol Staropramen Special K Knorr St. Ives Castrol
  • 42 Below Aquafresh Eristoff Alli Miller Genuine Draft Homepride Vitra Corsodyl
  • Loyd Grossman Radox Beechams Unilever Tetley's Surf Relentless Tuborg
  • Domestos Sunsilk Fosroc Barilla Sharwoods Rightmove Baron Otard Selpak
  • Burn Acadamia Barilla Sensodyne Stagecoach NiQuitin Lighterlife We Sur St Germain
  • Danonino Activia Gervais Eno Lux Kleenex evian Hidden Valley
  • Save the Children Danone Danone Centrale Autotrader Teeling Whiskey Cheez It Moet Hennessy Nature's Way
  • Pringles Sabra Samsung Budweiser
  • Kellogg's San Miguel Innocent Ferrero Volvic Grey Goose Tums BP Bombay Sapphire Poligrip Carlsberg Dr Scholl's
  • Dewar's Vaseline GSK Coca Cola Dove Bacardi Panadol Staropramen Special K Knorr St. Ives Castrol
  • 42 Below Aquafresh Eristoff Alli Miller Genuine Draft Homepride Vitra Corsodyl Loyd Grossman Radox Beechams Unilever
  • Tetley's Surf Relentless Tuborg Domestos Sunsilk Fosroc Barilla Sharwoods Rightmove Baron Otard Selpak
  • Burn Acadamia Barilla Sensodyne Stagecoach NiQuitin Lighterlife We Sur St Germain Danonino Activia Gervais Eno
  • Lux Kleenex evian Hidden Valley Save the Children Danone Danone Centrale Autotrader Teeling Whiskey Cheez It Moet Hennessy Nature's Way
  • Pringles Sabra Samsung Budweiser
  • Kellogg's San Miguel Innocent Ferrero Volvic Grey Goose Tums BP Bombay Sapphire Poligrip Carlsberg Dr Scholl's Dewar's Vaseline GSK Coca Cola Dove Bacardi
  • Panadol Staropramen Special K Knorr St. Ives Castrol 42 Below Aquafresh Eristoff Alli Miller Genuine Draft Homepride Vitra Corsodyl Loyd Grossman Radox Beechams Unilever
  • Tetley's Surf Relentless Tuborg Domestos Sunsilk Fosroc Barilla Sharwoods Rightmove Baron Otard Selpak Burn Acadamia Barilla Sensodyne Stagecoach NiQuitin Lighterlife
  • We Sur St Germain Danonino Activia Gervais Eno Lux Kleenex evian Hidden Valley Save the Children Danone Danone Centrale Autotrader Teeling Whiskey Cheez It Moet Hennessy Nature's Way
  • Pringles Sabra Samsung Budweiser