Brand & Experience Strategy Director

STRATEGIC MISCHIEF:

ATTENTION GETS YOU NOTICED. PARTICIPATION GETS YOU CHOSEN.

I break what people expect and give them a way inside. Nobody is neutral about something they took part in.

Cadbury. Mercedes. BT. Aviva. Tesco. Ford. IBM. The Economist. Famous Grouse. Then naming a company now worth $3bn, and building 10 underground immersive worlds for ~5,000 people.

FROM THE FIRST QUESTION TO WHAT PEOPLE DO NEXT.

1. Iconic Brands
2. New Brands
3. Immersive Worlds

The play might change. The instinct doesn’t.

LET'S MAKE MOVES

THREE PLACES I’VE PUT
STRATEGIC MISCHIEF TO WORK.

Click one to go deeper

  • 1. Iconic Brands

    Cadbury. Mercedes. BT. Aviva. Heritage brands, given permission to misbehave.
    See the work

    See the work

  • 2. New Brands

    Six brands named and launched culture‑ready. One now worth $3bn.
    See the brands

    See the brands

  • 3. Immersive Worlds

    Ten worlds. 5,000 guests. Sold out, press-covered, sponsor-backed.
    See the worlds

    See the worlds
MAKE YOUR MOVE

MY REEL

STRATEGIC MISCHIEF IN ACTION

LET'S PLAY

20+ years of exploring culture & getting people to join in have taught me that:

We are not the audience.
We ARE the story.

Life is incredibly short, people want more joy, more play, and more moments they don’t want to end.

That’s it.

THE BRANDS & AGENCIES I’VE MADE MISCHIEF WITH.

TESTIMONIALS

  • "RAJ WAS A GAME-CHANGER AT AMV, RESHAPING OUR AGENCY CULTURE AND HELPING US WIN BIG WITH BT AND THEN BEYOND."

    IAN PEARMAN, FORMER CEO, AMV/BBDO

  • "RAJ’S RELENTLESS PURSUIT OF ORIGINALITY AND FRESH PERSPECTIVES IS TRULY INSPIRING. HE’S A RARE CREATIVE-STRATEGIC TALENT."

    GARY GRANT, MD, YOU AGENCY

  • "RAJ IS THE MOST CREATIVE, WORLDLY, PROBLEM-SOLVER I KNOW. I’D WORK WITH HIM ON MULTIPLE BRANDS & WOULD AGAIN IN A HEARTBEAT."

    MAGNUS WOOD, DIRECTOR, TETRA CONSULTING

UPCOMING BOOK

WE ARE THE STORY:

WHY REWRITING REALITY THROUGH EXPERIENCE IS THE ULTIMATE STRATEGY

EXPERIENCE IS THE CURRENCY OF CONNECTION—AND WE'VE FORGOTTEN HOW TO CASH IN.

We live in an age of stolen agency. Education, media, marketing – everything's trying to script our reality.

But people aren't buying it anymore. They want memory, meaning, transformation.

After a decade of underground reality-rewriting events, here's what I know: Experience doesn't just tell stories – it authors who we become.

It turns audiences into participants, customers into collaborators, brands into culture.

The stakes? An experience economy worth over $1 trillion globally, and still accelerating.

EXPERIENCE GIVES PEOPLE THE PEN BACK.