“Purpose matters because creativity without cause and consequence is trivial.”
Alec is a Strategy, Branding and Marketing communications expert with over 25 years of experience spanning in-house and agency roles.
He has led organisations such as Linklaters, Coty and Nomura through complex strategy and corporate identity projects. He has leveraged his global experience to help define and deliver marketing, brand and communication strategies for clients that have included The National Lottery and the FT.
As Head of Marketing Communications for Serco, Alec devised and implemented the brand strategy that helped the group achieve FTSE100 status.
Purpose is fundamental to Alec because “creativity without cause and consequence is trivial. Purpose gives greater meaning and value to the work I do with colleagues and clients.” He admires PwC’s Purpose, which is to ‘build trust in society and solve important problems’ and its ability to use its influence and reach to change the way organisations measure their success.
Alec lectures on strategic creativity at LBS, CASS, Chicago Business School and CASE Europe.