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 Strategic Planning and Delivery, BBC World Service Group

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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, Global Planning Director, Guinness, Diageo

 

I have known David for over a decade now and have worked with him on some seminal pieces of work on Gender Portrayal. Working with David has always been a truly eye-opening experience. His deep understanding of semiotics and cultural meaning brings a unique perspective to brand strategy and communication. David has an exceptional ability to decode the hidden signals within culture, media, and consumer behaviour and translating them into clear, actionable insights. He doesn’t just explain symbols and cultural codes - he shows how they shape perception, influence decision-making, and ultimately impact brands. His thinking is both rigorous and creative, helping teams see familiar challenges through an entirely new lens. David’s collaborative approach, intellectual curiosity, and clarity of thought make him an invaluable partner for anyone looking to understand the deeper cultural narratives shaping their category. 

Shelley Sengupta, Head of Insight, Pernod Ricard India

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Zoetrope in 3 words: clarity, creativity, credibility. They deliver insight with great skill, joining the dots, translating complex cultural landscapes into business opportunities, with practical strategic recommendations for how to go after them.  They bring a creative, flexible problem-solving attitude which is a real asset for us in Innovation.  And they have such a rich network, they’re fantastic at bringing just the right talent onto a project.

Ana Ferreira, former Global Head of Beer Innovation (Africa), Diageo

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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, ex-Head of New Thinking, Wolff Olins