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What is ikwe?
A Commitment
The concept of ikwe [pronounced ee'-kway] is the culmination of 22 years of experience and a core personal belief in the power of storytelling as a means of connecting and sharing. Storytelling is central to Indigenous cultures and the naming of the business 'ikwe' is a celebration of the interplay between my lived experience, academic insights and professional skill set in my business offering. In a business context, 'ikwe' is a statement of truth, transparency and commitment to clients and to consumers. Storytelling is a way to reach audiences that builds value added relationships between brands and consumers. The potential to bring brands to life in the multi-modal social web is nothing short of a revolution in marketing and something I find an exciting prospect every day.
'ikwe' means daughter in Algonquian which I chose both in acknowledgment of my ancestors and to orientate my business values. I express gratitude to my father who was a leading light in the Marketing and Tourism for 60 years but as an acknowledgement of all the mentors, colleagues and clients who have shared their knowledge, insights and time with me.
It is as much through their good grace as well as my own hard work that I have developed my wealth of skills and experience.
Knowledge comes from many sources and I remain committed to lifelong learning within the shifting digital landscape. Through my speaking engagements in the UK, Europe and USA as well as TV appearances and guest lectures at leading UK universities I share knowledge with others. A belief in the power of community built through storytelling must be reinforced through personal commitment to the development of others. It has been my pleasure to support 20+ Masters Level students with dissertations, projects, research and on the job learning.
Who are you?
A Storyteller with a Purpose
American born, Canadian raised and now a proud British citizen, I have a global outlook and 22 years of experience in the full marketing mix. Having worked both agency and client side, I understand the challenges both face when creating powerful marketing campaigns.
From outdoor events for 65,000+ in Central London, to a Facebook first that broke new ground in content marketing through a celebrity fronted 1 hour live broadcast, I'm not afraid of big ideas as long as they deliver real results.
I work in the UK and US as a trusted advisor to a variety of clients in the luxury, media, fashion, celebrity talent, sport, health & wellbeing and premium food sectors.
I pride myself on the ability to quickly hone in on client and consumer needs in a way that adds value to both sides. Empowering clients with tactical knowledge, systems and tools that prioritise efficiency in time and resource allows them to get to the creative aspects of storytelling faster.
I am a member of the UK Advisory Board for the Branded Content Marketing Association an international trade body for branded content that brings together content creators and owners including organisations from the advertising, brand development, sponsorship, media, broadcasting, programming and entertainment industries.
I am a Board Member and Trustee of The Voices Foundation, a charity which helps children and young people aged 0-18 to learn to sing and develop as musicians by supporting teachers and schools ensure that music is an integral part of education from the early years.
I am graduate of King's College London (MA: Digital Culture and Technology) and a proud We Are Social alumni.
