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Nick leads the team that measures things for clients to give them greater certainty around their strategic brand decisions. They do this by asking relevant audiences their opinion of possible future brand scenarios, and then modelling out what this means for clients’ businesses.

Nick led the way in making insights and analytics an integral part of Landor & Fitch’s offer, in particular making 'BPO' (Brand Portfolio Optimisation) part of the everyday language of the company.