Madeleine Webb

Lead/co-lead the design, management and execution of global strategy and insight projects for multinational businesses. Clients include Reckitt Benckiser, PepsiCo, Western Union, BP, London Legacy, The Macallan, Bacardi, Trinity College London, GSK and Miele.

Standout work:

London Legacy Development Corporation wanted to fully realise the commercial potential of the Queen Elizabeth Olympic Park whilst nurturing a successful east London community. Using a mixed methodology approach, I helped to define targets for brand and experience, brought to life to inspire partners, and with robust strategic success roadmaps for each.

Nurofen wanted to understand how they could better meet pain relief needs for caretakers and their adult caretakees in Europe. Utilizing an online community that built a safe environment for vulnerable respondents, I developed a strategic ‘how to win’ audience engagement plan guiding future communications & innovation developments.

Western Union wanted to deliver a brand experience that broadened its role in its core migrant audiences’ lives whilst attracting new higher earning audience groups. Drawing on international money management insights across 4 global markets, my team and I identified a unifying brand positioning that connected with the key needs of both audiences.

Reckitt Benckiser account management; growing relationships and winning global projects with Nurofen, Gaviscon and Strepsils.

Elephants Can't Jump is a Brand Strategy, Innovation and Market Research agency that focuses on marketplace success for their clients utilising insight-led methodologies. UK & global client base: Molson Coors, Argos, npower, Lloyds Bank, RNLI, Napapijri (VF Corporation), Li-Ning, Filippo Berio, Gü, Coregeo, Samworth Brothers and the Hurlingham Club.

Standout work:

Napapijri needed global strategic clarity to drive growth. Applying insights into current cultural trends, I worked with stakeholders to bring together a single brand vision – ‘Pioneer the Future’ – propelling the brand’s 2019 Futurewear campaign.

Molson Coors sought to understand consumer attitudes towards health and alcohol. Working collaboratively with key stakeholders, and using a mixed-methodology qualitative approach, I identified and activated strategic growth platforms which led to new initiatives across the business, including the innovative Aspall’s Pip & Wild range.

Agency communications development through planning and creating content for thought pieces including the ‘In conversation with the Elephants’ YouTube series.