Brands Helped

I have been honoured to help all kinds of businesses do some extraordinary things.

Here’s a selection:

Coca ColaLed the Coca-Cola brand portfolio through successful period of growth.
Coke Christmas CampaignCrafted the marketing strategy from which this famous campaign was born.
McDonald’sParticipated in a select group chosen to define the brand’s global direction which led to the I’m Lovin It campaign.
Coke & McDonald’sLed landmark co-branding campaign for two world famous brands.
Abbey (Santander)Instilled bespoke marketing practices and brand proposition that successfully guided the business through acquisition period.
Tyson FoodsTransformed commodity product lines into high performance retail brands.
Burger KingHelped new management team adapt global brand strategy for local market.
Tyson Looney TunesCreated award-winning partnership between Tyson and Warner Bros. that step-changed company stock value.
Sainsbury’sDeveloped strategic positioning for the By Sainsbury’s range.
RibenaDeveloped unifying brand positioning to work flexibly across markets.
ShellCrafted insightful concepts for retail positioning research.
BranstonProvided eye-opening strategic thinking for senior management.
Coca ColaLed the Coca-Cola brand portfolio through successful period of growth.
Coke Christmas CampaignCrafted the marketing strategy from which this famous campaign was born.
McDonald’sParticipated in a select group chosen to define the brand’s global direction which led to the I’m Lovin It campaign.
Coke & McDonald’sLed landmark co-branding campaign for two world famous brands.

Philosophy

I BELIEVE

Every brand should have an extraordinary purpose.

Everyone who looks after a brand should have an extraordinary purpose.

Such extraordinary purpose cannot be found through science alone. 

It takes science plus guts, imagination, passion and a commitment to doing something truly useful for people.

It requires exceptional talent delivering valuable brands that make a real difference to the people they serve. 

This is the ‘art in marketing’.

Read the digital version of my book below or email me for a free hardback version.

Philosophy

I BELIEVE

Every brand should have an extraordinary purpose.

Everyone who looks after a brand should have an extraordinary purpose.

Such extraordinary purpose cannot be found through science alone. 

It takes science plus guts, imagination, passion and a commitment to doing something truly useful for people.

It requires exceptional talent delivering valuable brands that make a real difference to the people they serve. 

This is the ‘art in marketing’.

Read the digital version of my book below or email me for a free hardback version.

Testimonials

I think the best way to describe the benefit of working with me is through the words of those who have.

If any of these assertions resonate with you, please get in touch.

One of the most accomplished brand authorities you could meet

Robert Clay, Founder

DSP Business Consultants

‘Joni is one of the most accomplished brand authorities you could meet. She has first-hand experience and has held top jobs with some of the world’s biggest brands and in addition is a wonderful person to know, be around and call a friend. I would recommend her highly to anyone.’

Someone who will intellectually push you, your team and your brand toward the best

Darryl Cobbin, Vice President Entertainment & Interactive Marketing

The Coca-Cola Company

Want to work with a brilliant strategist? That’s Joni. Want to work with someone who will intellectually push you, your team and your brand toward the best? That’s Joni too. Want to kill your KPIs and have fun doing it? You’re getting the theme now I’m sure. Yup, Joni! I had the pleasure of experiencing all of these talents and more working alongside Joni and I’m a better marketer as a direct result.’

 

Always inspiring to work with her as she truly understood and appreciated the creative process

Whit Friese, Executive Creative Director

Leo Burnett

‘Joni truly believes in the creative product. She pushes the agency to deliver ideas that will engage the consumer in simple and surprising new ways. It was always inspiring to work with her as she truly understood and appreciated the creative process.’

A guru, a mentor, an ambassador and an all-round cheerleader for my business

Jack Osborn, Managing Director

Expose Media

‘Joni has been a guru, a mentor, an ambassador and an all-round cheerleader for my business since it started over 5 years ago. I have had the pleasure of working with Joni on a number of collaborative projects where her expertise and guidance have directly impacted the end product in the most positive way. Joni pushes me to be better, more strategic and more focused. She is an asset to any business – I can confidently say I wouldn’t be where I am today without Joni!’

 

Her management style was inspiring, creative, imaginative, strategic and just sheer fun

Kirk Thompson, Group Director Innovation

The Coca-Cola Company

‘I adored working with Joni – because she shared with everyone and brought out in me this amazing level of intuition and vision about getting to the root of what could make the work, the brand, the customer experience, and the campaign all that much MORE than when we started. Joni’s management style was inspired and inspiring, creative and creating, imaginative and strategic and just sheer fun (and successful!) – simply because she is always able to sharpen strategic clarity (what’s the real benefit) with competitive advantage (how else are we better than the other choice) and a better way to say it/sell it/deliver it.’

Superb to work with - fast, clear and always inspiring

Jane Hayward, CEO

WSA The Communications Agency

‘Just finalised a great internal project with the help and lead from Joni. She was integral to involving all of our team, setting out new goals and looking inwardly at our own service offering. Joni has been superb to work with; fast, clear and always inspiring. I would highly recommend Joni for any marketing project assistance and will certainly be using her again in the future.’

 

Stripped us back to our core beliefs and identified our aspirations for the future

Paul J Hinson, Chief Executive

Willen Hospice

 

‘Joni worked with Willen Hospice in the development of a new Vision and Brand Image for the organisation. This has been a challenging process that stripped us back to our core beliefs and identified our aspirations for the future. In this process, she not only worked with the executive and senior team of the Hospice but also interacted through workshops with all levels of the service. This has been an amazing journey for me and my colleagues and has made this charity think differently enabling us to project our thinking to the future. Joni has been a leader in this process and demonstrated tenacity in moving us forward with passion and commitment and a relentless drive to see the project through. I am very grateful for the generosity of Joni in undertaking this work entirely as ‘Gift in Kind’, because as a charity this work would otherwise not have been possible.’

Develops cohesive plans with attainable targets to ensure that we all work effectively and in harmony

Kate Clarke-Kennedy, Managing Director

The Customer Experience

‘We rely on Joni to help devise a strategic framework for us all to work from.  Joni is invaluable, not only because of her extensive client side experience and pragmatic views but also because of the insight, understanding and discipline she brings to the relationship. Joni works with us and our clients to develop cohesive plans with attainable targets to ensure that we all work effectively and in harmony.’

 

An inspirational person who dedicates her time and experience to those who want to learn

David Beach

Entrepreneur & Young Enterprise Achiever

 

‘Joni is an inspirational person and I feel privileged to have worked with her on many occasions in the Young Enterprise scheme. Joni on many occasions has dedicated her time and experience to those who want to learn. Joni is a fantastic person and I would have no hesitations in recommending her.’

A force of nature … resist at your peril

Edward Woodcock, Director of Narrative

Aesop Agency

‘Joni is a force of nature. She thinks hard about business and marketing problems and then gives you both strategic and practical ways to solve them. She delivers results. And she does it with bags full of charm. Southern charm. Which makes her very hard to disagree with. Resist at your peril.’

 

Enabled us to move forward at a pace we would never have imagined or achieved without her input

Melanie Harriss, Marketing and Communications Manager

Willen Hospice

‘Joni has an amazing amount of knowledge and experience in brand marketing. She is enthusiastic and driven and gives any project she is working on her full attention and commitment. Working with Joni has enabled us to move forward at a pace we would never have imagined or achieved without her input. She has taken time to understand the organisation, and her ideas and strategic advice have been spot on. Also, her level of support in helping us to deliver the new brand and vision has been invaluable.’

Exceptional effectiveness at leading marketing teams and agencies

Jeremy Davis, Director of Brand & Comms

Abbey/Santander

‘Joni’s strategic strength is well known but it is rare to find someone who also excels at getting the job done.  She has displayed exceptional effectiveness at leading marketing teams and agencies in a complex and fast moving business environment.  The combination of both is very compelling.’

A key thought leader, a terrific collaborator and contributes great ideas

Jackie Woodward, VP Global Marketing

McDonald’s Corportation

‘Joni was a key thought leader when McDonald’s developed its first-ever global brand promise. Her ideas and consumer understanding were respected by marketing leaders across the major countries. She was a true member of the team, engaging, convincing, translating her vast consumer knowledge from Coca-Cola to support our efforts. She’s a terrific collaborator and contributes great ideas!’

 

Always manages to deliver a compelling strategy which leads to powerful creative ideas

Tamara Vise, Board Director

STEAM Advertising & Promotion Agency

‘I really enjoy working with Joni as an extension of our team. She is a fantastic marketer and extremely insightful with a brilliantly astute mind. Joni has worked with us on some of the tougher business challenges and she always manages to deliver a compelling strategy which leads to powerful creative ideas. She also has an authentic yet alluring presentation style which can almost be hypnotic – must be that accent!’

Full of ideas and fun to work with, we have achieved so much more with her as part of our team

John Williams, Director

Celestra

‘Amazing Insightful & Marvellous…. Joni has been an asset to Celestra in ways we never thought possible… Full of ideas and fun to work with, we have achieved so much more with Joni as part of our team! Looking forward to an exciting future together…’

 

Helped us professionalise and streamline our marketing and is a great sounding board

Liz Newell, Partner

Keens Shay Keens MK LLP

 

‘Joni has been working with the firm for a number of years, to help us professionalise and streamline our marketing and branding. She provides expert knowledge which is clearly tailored to our firm, and ensures that we keep on track with our targets and goals. Personally, she has been an immense support to me, to help me push forward my own personal marketing and grow my portfolio. Joni is a great sounding board, and is always available to listen and advise.’

Has always stood out as a true partner ... she is bright, committed to her clients and has great insights into the consumer

Dave Baney, Vice President US Marketing

McDonalds Corporation 

 

‘When Joni was managing the McDonald’s Account for Coca-Cola, I was her primary client as VP of USA Marketing for McDonald’s.  She was a great partner, not only as a strategic thinker but also incredibly effective at bringing all of the resources that Coca-Cola had to support us.  I have been fortunate to work with so many great people through the years but Joni has always stood out as a true partner…she is bright, committed to her clients and has great insights into the consumer.  Working with her was a pleasure and rewarding.’

 

Helped us to agree what we wanted our brand to stand for

David Williams, Founder

OneLife Experience ltd

 

‘OneLife was a start-up business with 2 Directors. We believed we both knew what we wanted the business to feel like, but then as we worked with Joni we realised we hadn’t thought it through.  By creating a briefing document, then testing and challenging, Joni helped us to agree what we wanted our brand to stand for (and what we didn’t!).  It was a good discipline which led to clear written brand guidelines.  These have been invaluable in our advertising and promotional activities and have encouraged us to maintain our standards and our focus.  Being able to call Joni for guidance at any time gives us the confidence in what we’re doing.’

Helped us craft the strategic proposition which led to re-branding and innovative relationships that continue to thrive

John Cove, Chief Executive

Milton Keynes Dons Football Club Sports and Education Trust

 

‘I cannot recommend Joni highly enough. We are a medium sized local charity and so our resources need to be focussed and seen to be effective. Joni helped us craft the strategic SET proposition which led to re-branding and helped us develop our approach to partnerships. This has resulted in one of the most recognisable brands locally with sufficient differential from the Football Club brand that helps people distinguish between the sporting endeavour and our work around Health, Education, Parenting and Social Inclusion work. It has also led directly to a vast improvement of our partnership work with the private sector resulting in innovative relationships that continue to thrive’.

 

A great innovator and communicator … a joy to work with

Vincent Macaulay, CEO

London Lions Basketball

 

 

‘A great innovator and communicator, Joni made all our presentations make sense and to the point whilst highlighting the key USP’s of the business, a joy to work with.’

Engaged our entire staff in brand delivery

Paul Davis, Senior Partner

Keens Shay Keens, MK

‘Joni has helped us develop the real value of our brand. She worked closely with the firm’s partners to clarify our brand promise and to put a practical marketing strategy in place. She engaged our entire staff in brand delivery, tapping into their pride in the firm and unleashing their energy for marketing the business to both new and existing customers. Her inclusive and empathic style combined with her diverse experience makes Joni a valuable asset for any organisation that employs her. I am proud to call her my brand director.’

Expert in all the home truths of brand marketing

Marc Cave, Managing Partner

Drugstore

‘Client-side or Agency-side, Joni is expert in all the home truths of brand marketing. She gets to the nub of the problem, and then finds the solution, in any category. An excellent marcomms consultant and troubleshooter. In summary? She’s sharp, insightful and vivacious.’

Her charisma, passion, attention to detail, creativity and ability to lead inspired me to pursue a career in business

Michael Slevin, Account Director

IRISYS

‘I was mentored by Joni as part of a larger group undertaking the Young Enterprise Company Programme. It was Joni’s charisma, passion, attention to detail, creativity and ability to lead that inspired me to pursue a career in business and many of her words of wisdom have stuck with me ever since. I would recommend Joni to anyone looking for someone to inspire, educate and motivate secondary or higher education students.’

Engaged management, staff and clients to gain a tangible, commercial and cohesive approach to our marketing

Shaun Delaney, Owner

10-100 Partnership

‘We engaged with Joni to gain a core understanding of our beliefs, values and our proposition. Joni engaged management, staff and clients to gain a unique perspective, focussing her results into a tangible, commercial and cohesive approach to our marketing/brand.’

Extremely creative and approaches challenges with an “out of the box” perspective

Connie Jo Bowen, Sr Director Manufacturing

Tyson Foods, Inc

‘Joni was my first manager and mentor at Tyson Foods. She pushed me beyond my comfort zone and can be credited with my career path today. Working with Joni was an experience in creativity, ethics, hard work, problem-solving and fun! She is extremely creative and approaches challenges with an “out of the box” perspective. I would highly recommend Joni as a consultant to take your business to the next level!’

Worked with us on totally re-branding in a very short timescale, kept us focussed and acted as a great ambassador

Matt Cove, Business Development Manager

Milton Keynes Dons Football Club Sports and Education Trust

 

 

‘Joni worked with me on the SET for Life campaign, totally re-branding the Sport and Education Trust in a very short timescale. She has also acted as a great ambassador for the SET and charities as a whole and this is reflected in her position as Trustee with Willen Hospice. She had the knowledge we lacked as an organisation and also kept us focused when other aspects of the business could become distracting at key moments!’

A natural at account management and its associated customer service

Richard Nicholas, Vice President

The Coca-Cola Company

‘Joni is a natural at account management and its associated customer service. One needs to clearly master the subject knowledge concerned, but also understand how to relate this to the customer’s ‘people network’ and their multiple business objectives. Joni really knows how to do both of these, i.e., understanding the marketplace and relationship management.’

If you want a no-nonsense, effective marketing strategy, look no further

Alan Bullen, Managing Director

Lynx Networks plc

 

 

‘If you want to get things done, if you want a no-nonsense, effective marketing strategy, look no further than Joni.’

If you are looking for approachable, insightful expertise then you won't find anyone better

Louise Major, Owner & Designer

Igloo Creative

‘We have had the pleasure of working with Joni on several projects. If you are looking for approachable, insightful expertise then you won’t find anyone better than Joni. The feedback from our clients has been superb – she has shown them the true value of investing time and energy into the marketing of their business. We will continue to work with and recommend Joni in the future.’

 

I really like the way she goes about doing things

Anthony Robinson, Managing Director

Robinsons Relocation 

 

 

‘Joni worked with our executive team to develop a clear brand strategy resulting in an exciting rebrand which we have implemented successfully throughout the business. I really like the way she goes about doing things – she’s takes a no-stone-unturned investigative method and moves swiftly to transform insight into refreshing, practical direction. It was just the jolt our business needed and the results we have achieved as a direct result have been phenomenal.’ 

The honest hard working sister, who just knows the right thing to do

Glen Irving, Head of Sales & Marketing

Celestra Ltd.

‘Joni’s contribution to the development of our brand and company has been invaluable. She had the ability to delve below the surface, to understand our people and the culture, to really grasp what our business does. She has delivered back to us over the years, meaningful strategy, direction, support and advice, that truly allowed us to grow our business and culture. She is now part of our family, the honest hard working sister, who just knows the right thing to do!’