Advisory
Built Different:
Advisory & Consultancy
Great ideas rarely fail for lack of ambition.
What shapes what they become is the clarity of the thinking behind them, the confidence to make the right decisions, and the ability to execute them well.
I support studio owners and leadership teams building children’s media and products at the moments that shape what comes next. When an idea has the potential to become something bigger, a decision could change its direction, or the ambition has outgrown the way you’ve been working.
I’ve worked as an executive on both sides. I’ve co-founded and helped build Kunda Kids from the ground up, and spent two decades across Unilever, the BBC, Diageo, Cambridge University Press and WPP, seeing how some of the world’s biggest brands make decisions, build products and scale ideas.
Find the right support
TALK — A fresh perspective on one question. 40 minutes · £165
DECIDE — A recommendation and action plan for an important decision. 90 minutes · £850
BUILD — Hands-on work to turn an idea into a practical plan. 4 hours · £950 / 8 hours · £1,800
SCALE — Ongoing strategic support for your next stage. 4 weeks, up to 8 hours · £2,500 / 8 weeks, up to 16 hours · £4,500
Expertise:
Where I Add Value
Two decades across brand, product, media and business, combined with the experience of building a children’s media company from the ground up.
That experience has taken me from some of the world’s biggest brands to recognition as one of Africa’s Business Heroes in 2024 and 2025. These are the areas where I bring deep knowledge, practical experience and informed judgement.
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My expertise spans the development of children’s IP from initial concept through to worlds that can extend across animation, publishing, music, products and experiences. I help teams identify what makes an idea distinctive and ownable, where its expansion potential lies, and how to build for long-term audience and commercial value.
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What are you making, who is it really for, and why will they choose it? I bring experience across children’s content, early years audiences and direct-to-consumer platforms to help sharpen the relationship between the creative idea, the audience and how they consume it.
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I specialise in how culturally specific ideas travel. What should remain uncompromisingly local, what needs to translate, and how an IP can reach new audiences and markets without diluting the cultural specificity that made it distinctive in the first place.
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I bring two decades of product and brand experience to helping teams sharpen what they’re building, who it’s for, the need it meets and what makes it distinctive, turning strong ideas into clear, compelling propositions.
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A great IP needs a clear route to audience, revenue and growth. My expertise spans distribution, platform strategy, partnerships, licensing and commercial models, with a focus on where to play, how to create value and which opportunities are worth pursuing.
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Building a business yourself changes how you see the decisions behind it. My experience as a founder gives me an understanding of growth, shifting business models, competing priorities, and decisions where capital, people, and reputation are genuinely at stake.
The Approach
Built Different
Built Different is a proprietary advisory model developed from more than 20 years across innovation, consumer insight, brand, media, consulting and entrepreneurship. It brings together tried-and-tested approaches to understanding audiences, solving problems, building products and IP, developing teams and creating commercially viable businesses.
Each offer applies that experience at a different critical point, from clarity and decision-making to building and scaling, through a structured process with defined outputs, executive-level analysis and actionable recommendations.
A successful engagement should leave you with more than a job done or a set of recommendations. It’s a high-value relationship with someone who understands what you’re building, is invested in seeing it succeed and can remain a trusted perspective as it evolves.
Book a Free Call
Sessions
Talk & Decide:
For Founders, Executives and Small Teams
TALK — A fresh perspective on your next move
£165 · 40 minutes · Online
A focused advisory call for founders, executives and leaders with a specific question, idea or opportunity to explore.
I’ll bring an independent perspective, challenge your thinking and help you identify practical next steps.
What we could discuss
Testing an early idea.
Clarifying your proposition.
Exploring a content or IP opportunity.
Choosing where to focus next.
What’s included
A 40-minute call with me.
Focus on one main question or challenge.
Practical guidance grounded in your context.
A short written recap of key points and next steps.
DECIDE — A clearer direction for an important decision
£850 · 90 minutes · Online or in person
An in-depth strategy session for founders, executives and small teams weighing up an important business decision.
Together, we’ll examine your options, challenge assumptions and consider the trade-offs, working towards a clear recommendation and practical action plan.
What we could work through
Audience, product or market priorities.
The next stage of your IP.
Partnership and growth opportunities.
What to continue, change or stop.
What’s included
A 90-minute session with me.
A structured assessment of your options.
A written recommendation and its rationale.
A prioritised action plan, including what needs testing.
Build & Scale:
For Companies & Small-to-Medium Leadership Teams
BUILD — Turn ideas into practical plans
From £950 · 4 or 8 hours · Online or in person
A hands-on working session for companies and leadership teams ready to develop an idea, sharpen a proposition or put a strategy into practice.
Together, we’ll connect your creative ambition with your audience and commercial goals, developing work you can take forward.
What we could work on
Brand and product positioning.
Children’s IP, characters and formats.
Content strategy and audience development.
Routes to market and growth priorities.
What’s included
A four- or eight-hour session with me.
A clear scope and intended outputs agreed beforehand.
The working materials developed during the session.
Practical next steps for your team.
SCALE — Strategic support for your next stage
From £2,500 · 4–8 weeks · Online and in person
Strategic advisory for companies and leadership teams navigating growth, change or the next stage of a creative business.
Over an agreed period, I’ll work with you to clarify priorities, develop your approach and support decisions as the work progresses.
What we could work on
Growth and market-entry strategy.
IP and commercial development.
Brand, audience and content alignment.
Leadership priorities and business direction.
What’s included
Up to 8 hours over four weeks, or 16 hours over eight weeks.
An agreed scope, work plan and meeting schedule.
Written progress summaries at agreed checkpoints.
Clear priorities and next steps for your team.