We are an active Marketing Consultancy that transforms business performance


We bring strategic rigour and a fresh perspective to create solutions that deliver growth


We co-create from within your organisation to build momentum and deliver at pace


We work as a team of expert marketers that provide a breadth of specialist capability


We roll up our sleeves, get our hands dirty and see strategy through to execution


Flint striking steel creates a spark

Our unique ‘outside in’ approach provides pace and flexibility

  • We embed ourselves within your business to get to the very heart of your marketing challenge and build robust working relationships
  • We co-create with your team, your partners and your agencies to develop truly ownable solutions that continue to inspire your team long after we have departed
  • We tailor our approach to suit your way of working because we believe adopting your culture leads to more insightful solutions
  • We can quickly flex our resources to suit your requirements and deliver acutely focused support from start to finish
  • We can provide fast additional support from our network of specialists ensuring you receive a real depth of expertise from the right people on every assignment
  • We can simultaneously build your team’s marketing capability with our ‘hand’s on’ coaching approach that supports your team throughout the project

Our LOAD-AIM-FIRE model targets three distinct areas



Strategy & Positioning

Define a compelling ‘customer/consumer first’ strategy

  • Business & Brand Strategy
  • Innovation Strategy & Pipeline
  • Customer/Consumer Journey



Agency Model Design

Develop a ‘fit for purpose’ future proofed agency structure

  • Agency Assessment & Model Design
  • RFP & Pitch Management
  • Briefing and Creative Judgment



Go To Market Execution

Deliver a simple ‘end to end’ commercial execution plan

  • Customer/Shopper Proposition
  • Innovation Commercialisation
  • Shopper Marketing Execution

What Our Clients Say

Flintlock brought a wealth of knowledge and experience to our business, supporting us with the revitalisation of our brand and breathing life back into our Customer team. Through an open and collaborative approach we developed a strong customer proposition which defines our strategic direction for the future. They have been a pleasure to work with, bringing great energy and quickly becoming indispensable/crucial members of the team.

Jo Whitfield, CEO of Co-op Retail

Dulux Decorator Centre has greatly benefitted from Flintlock’s interventions over the last year both at a strategic level and via the day-to-day leadership of the marketing and broader commercial team. We now have a compelling customer proposition that has re-ignited the potential of DDC within the AkzoNobel business and a strong growth plan for the future that includes a number of breakthrough initiatives.

John Henderson, Managing Director, Dulux Decorator Centre

Flintlock brought lots of experience to our business and supported us with the development of our global brand communication model. Working as part of the Global team and in collaboration with our agencies we now have the foundations for a powerful multi-market communications platform.

Caroline Harris, Global Brand Director, Costa Coffee

Flintlock has made a huge contribution towards Baileys success this year as well as helping set the commercial foundations for the future. From a simple strategy that challenges drinks convention through to irresistible product communication the work is rightly being held up as best in class across our business. Your ability to integrate as part of our team and get the job done at pace have made the difference.

Grainne Wafer, Baileys Global Brand Director

Flintlock really hit the ground running and instantly became part of the Greenall’s team. On the back of a brand strategy and positioning review they created a new global brand plan and communications brief to bring alive the brands 250 year heritage, as well as managing the complex task of repackaging the existing pack design, to appeal to today’s drinkers. Their contribution at the height of the project was much valued and will undoubtedly have a positive impact on the performance this year.

Lizzy Johnson, International Brand & Marketing Director, Quintessential Brands Group

Flintlock really understand brands and the retail space. They got to the heart of our issue fast and helped define an exciting new customer proposition. This, in turn, was used to refine our strategic direction and create a rallying cry for both head office and our store colleagues

Allan Dickson, Commercial Director, Dulux Decorator Centre

The Flintlock team created a compelling proposition and a comprehensive marketing plan that helped us integrate our two fostering businesses. They injected real energy and pace into the Cambian Group, built commercial plans that impacted the broader business and helped develop our marketing capability. A joy to work with such an experienced team

Mark Fisher, CMO Cambian Group

Flintlock have shown great skill in quickly understanding our industry, company challenges and internal dynamics in a way that has been translated to a powerful customer focussed strategy and execution. They have never seemed like an external partner, but an intrinsic part of our internal team and I wouldn't hesitate in recommending Flintlock as a superb company to work with.

Richard Sherwood, Customer & Marketing Director, B&Q Plc

We work with our clients to develop their entire marketing and innovation plan as well as accelerate key projects

Strategy to Execution

A very broad reaching brief including business strategy development, new positioning and packaging, a three year innovation pipeline and the subsequent execution of the plan.

Strategic Innovation

Acted as the industry expert on an innovation project on Frozen Food to define strategic direction and future innovation concepts.

Acceleration Workshop

Development and facilitation of an acceleration workshop across a large portfolio of brands to help identify the key growth drivers for the category.

Customer Proposition

Identifying the Dulux Decorator Centre customer proposition, how best to bring it to life in store and the resources required to embed the work across the entire business.

Customer and Brand Strategy

Development of a new marketing strategy shifting the business from DIY to Home Improvement - new positioning, visual identity and campaign delivered through to execution.

E-Commerce Strategy

Development of the global e- commerce strategy exploring a variety of options from direct platform through to both retailer and etailer partnerships.

Strategy to Execution

Working with one of the UK’s largest providers of specialist behavioural health services to combine two different fostering business within one integrated strategy and marketing plan.

Global Commercial Plan

Creation of the global commercial strategy and the development of a clear set of growth drivers for execution across Europe and North America.

Agency Model Design

Full agency review and design of a future facing model. Significant focus on the Customer Journey and Digital & CRM capability. Management of agency shortlist, RFP, pitch and agency selection.

Global Positioning & Comms

Development of a global brand positioning, communications model and platform idea for multi-market usage. Enabling a more streamlined and consistent approach to future campaign development.

Global Brand Strategy

Review of the Global Brand strategy and positioning, leading to development of the marketing plan and communications brief. Management of the new pack design and launch plan.

Strategic Development

Working in an advisory capacity to develop and grow the business. Building the five year plan, identifying the big strategic bets and the overall size of prize.

Retail Innovation

Development of a range of new propositions for grocery retail. Leveraging category, consumer and shopper insight to build concepts and execution plans for launch in the UK and US.

Business Strategy & Identity

A full ‘why, what, how’ process intervention for Bywater Properties to create a clear business growth strategy. The creation of a new brand identity as well as new content and design for the website.

Marketing Team Leadership

Leading the day to day management of the Coop Food business with a focus on improved trade planning, a new own brand strategy and a compelling customer plan for 2018.

New Channel Strategy

Assessment of a wide range of new channel opportunities through consumer and customer research to drive rapid growth for the new Private Equity investor.

We tailor our approach and our team to suit your requirements.

Our Leadership Team

Graham BG Profile1Graham Appleyard

Graham is a commercially astute marketer with over 20 years experience leading brand, shopper and customer marketing teams. At Diageo he led teams out of London, Dublin and Paris and his influence has positively impacted brand performance across Europe, North America, Africa and Asia. He is recognised as a dynamic leader with the energy to build strong relationships, influence businesses at multiple levels and create high performing teams. With an impressive track record in brand and category growth and a proven ability to balance clear strategic thinking with a more pragmatic, commercial approach, he retains a strong passion for great execution. Since setting up Flintlock, Graham spent nine months leading the team tasked with reinvigorating the Hovis brand, has led projects at Dulux Decorator Centre, Barratt Homes, Baileys and Cambian, and is currently working on strategic projects with AkzoNobel and Costa Coffee. And don’t forget to ask him about his early career as a winemaker in South West France!
Tasha Gladman

Tasha is a highly creative marketer with over 20 years experience working in FMCG and retail, leading both local and international teams. She has successfully led innovation, communication and product development across a breadth of businesses including Unilever, Mars, private equity owned Findus and Tesco. Most recently at Tesco, Tasha led the communications team and was responsible for the entire customer journey from advertising through to in-store POS. She is recognised as an inspiring leader with huge amounts of energy that enables her get the best out of her teams. Her impressive track record in brand turnarounds has been delivered through a combination of compelling vision, new positioning, bold communications and a clear innovation roadmap. Since setting up Flintlock, Tasha created and designed the Innovation pipeline for Hovis, ran strategy workshops for Unilever, developed a Global e-commerce/digital strategy for Grant’s, led the 60 strong Customer and Marketing team at B&Q and is currently working on a high profile project for Coop Food.

Natasha D’Souza

Natasha is an FMCG trained marketing leader and a qualified coach passionate about growing brands and developing the people who build them. Natasha has extensive experience within global marketing teams starting her career at Kraft Foods before moving to Mars working on world leading brands including Maltesers and Galaxy. It was during this time that she discovered her passion for people development and moved her career agency side to a leading capability consultancy working with International clients to improve commercial results through their people, processes and skills. In recent years Natasha has worked across a range of FMCG and retail brands including B&Q, Costa, UCB, City & Guilds, Kellogg’s and Heineken.

Natasha has supported Flintlock on a wide range of projects including developing the Graze retail innovation pipeline, delivering global propositions and communications for Kingfisher PLC and developing the Co-op own brand strategy.

Interested in working with us?

We’re always looking for experienced marketers to work on a variety of projects across a wide range of exciting brands if you’re interested, do please get in touch

Flintlock Post Article 03
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