What We Do


People's lives, values, attitudes, behaviours

Cultural and category audits

Territory scoping


Equity, positioning and purpose

Architecture, portfolio, stretch

Brand books, films and installations 


Comms strategy, creative development 

Internal, external corporate communications

Cross-cultural executional guidelines, transcreation


New spaces,  innovation, ideation



Market entry, scenario planning, wargaming

 Some of the clients we've done it for
(with Zoetrope or in a previous life)


In their own words

David is one of the best strategic minds I have worked with. His ability to unearth and synthesise socio-cultural trends and individual psychological insights into business recommendations is second to none. Because of the deeply insightful way he thinks about people, culture and societies, his solutions to business problems stand the test of time, even in these tumultuous times.

Santanu Chakrabarti, Head of Audience Insight, BBC World Service

I have worked with David for many years and have always found him to be an incredibly considered, intelligent and culturally attuned partner. He is brilliantly skilled at getting under the skin of surface level responses, and has a real ability to connect his learnings and outputs to the broader cultural context, resulting in much richer more, insightful debriefs.

 Jane Bamber, Consumer Planning and Brand Development Director, Diageo


David stands out in the world of insight and research for his breadth of understanding, his empathy with consumers and clients alike - and the rigour and depth of his analysis. A class act from A to the ‘Z’ of Zoetrope and back.

Richard Swaab, Deputy Chairman, AMV BBDO

I have worked with David for well over 10 years now in Africa. David has a deep understanding of African cultural nuances and can go under the surface of consumer behavior and attitudes to uncover real insight.  He has uncovered opportunities across young female adults, rural consumers and many very different targets across Africa. The recent work to understand the evolved manifestation of masculinity in Africa is a gold mine for brand growth.

Koffi Allaglo, Marketing Manager Consumer Connection and Planning, Guinness Nigeria Plc

David is the ideal partner, with two particularly strong suits. First, a deep experience of the ways cultures, and modes of thinking, vary around the world. And second, the ability to make the leap from data to wisdom, through compelling strategic recommendations. Both these days are invaluable.

Robert Jones, Head of New Thinking, Wolff Olins

The global positioning work David ran was a very important project for us. David showed great sensitivity throughout an intense 5-month process, as much in helping manage the needs of our most senior stakeholders, as in crafting a culturally-nuanced strategic story that shone the way forward. He even moderated some unforgettable groups in Nigeria! The output has proved enduringly valuable to the global marketing team - we still use it as a key resource in our decision-making on the brand. 

Steve Greig, VP Global Marketing, VISA

©2020 by Zoetrope