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

Colleague advocacy is an integral part of our Being a Co-op Colleague strategy. Having worked with Flintlock during our brand relaunch, we engaged them to support us in our work to create colleagues who are proud of our Co-op. Their specialist expertise, knowledge and insight culminated in a number of recommendations which challenged our thinking, and have delivered real improvements in colleague advocacy across the business. They were great to work with, and I have absolutely no hesitation in recommending them.

Catherine Muirden, Director of People, Co-op UK Food

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

Flintlock managed to help us pinpoint what was really important to us as business owners and therefore how we should be positioning and growing our business going forward. The whole Flintlock process enabled us to make some significant steps forward with our business’ development within only a short period of time and has set us up for a focussed and long term future.

Patrick O'Gorman, Principal, Bywater Properties

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.

Strategy into Action

Translating the brand purpose into a new communications strategy and launch plan for the Simplyhealth brand

Occasion Campaign

Development of the campaign to position Guinness at the heart of the ‘after work’ occasion – Guinness Time is now rolling out across multiple markets around the world

Brand Comms Leadership

Brand and Comms Director responsible for the creation of the highly successful Christmas 2018 and Summer 2019 campaigns along with the Glamour and Women’s FA Partnerships


Coming soon

Brand Positioning

Customer and brand deep dive as input to the development of a number of brand territories for research – one territory signed up to by the executive team as the new positioning

Strategic Planning

Development of the Lipton Ice Tea three year strategic plan and recommendation of the key actions and resources required to step-change performance

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

Our Leadership Team

Graham BG Profile1
Graham Appleyard

Graham is a commercially astute marketer with over 25 years experience leading brand, shopper and customer marketing teams. Initially working for Diageo & Moet Hennessy in London, Dublin and Paris he created impact far and wide across Europe, North America, Africa and Asia. Since setting up Flintlock in 2014 he has been involved in a number of different projects spanning a wide range of categories. He has successfully completed strategic projects for Co-op Food, Akzo Nobel, Lipton Ice Tea and Cambian; brand positioning work for Costa Coffee, Dulux Decorator Centre and Co-op Insurance and marketing plan and communications development for Hovis, Baileys, Caffe Nero, Boots and Guinness. Graham 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. He has also worked with a number of start ups and spends time in schools discussing marketing as a career option and the benefits of speaking a foreign language (don’t forget to ask him about his early career as a winemaker in South West France!).
Natasha Gladman

Tasha is a highly creative marketer with over 25 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. 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 has created and designed the innovation pipeline for Hovis, developed a global e-commerce and digital strategy for Grant’s and acted as the ‘drop in CMO’ for the Customer and Marketing teams at both B&Q and Co-op Food. Most recently, she has led the development of a new brand communications campaign for Boots and is currently working on a brand communications project for Simplyhealth. She also has an advisory role at Breedr, an agri-tech start-up business, along with a NED role at the RYA.
Hugh Wood
Associate Partner

Hugh is a seasoned commercial professional with over 25 years experience across packaged goods, hospitality and leisure. After starting his career in sales and brand management with Procter & Gamble he led marketing for Burger King across Eastern Europe and the Middle East, before roles in brand marketing and as a Business Unit Director within Diageo. After time as a Sloan Fellow at London Business School he was Chief Marketing Officer for Pizza Hut UK & Ireland. He spent ten years within Disney’s Parks & Resorts business, the last five leading a team of 800 based in 10 countries across sales, marketing, tour operating and contact centres activities for Disneyland Paris. He increased turnover by 45%, in particular through transforming distribution models and growing new markets within a challenging environment. Hugh is also a Board Member of NSPCC/Childline, a Governor of London Business School, and an experienced early stage investor and Board Advisor to start ups, advising on brand proposition and commercial strategy. He combines a broad strategic outlook with deep pragmatism and a non-political style that focuses teams on the real value drivers of their business.
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. Natasha splits her time between marketing and coaching and is also a trained mindfulness teacher delivering mindfulness programmes to young people in schools.
Kerry Betsworth

Kerry supports Flintlock in the creation of strategic content and building storylines. Well-versed in the art of putting pen to paper, she has worked with a multifaceted range of clients in both the creative and corporate sectors. She brings a distinctive take to any brief that helps clients to pin down and express their thoughts into the written word. Her approach is to listen carefully, to question clearly and be alert to broader trends, so that the final edit will sound true-to-message and relate to your target market. After a ten year career in PR, marketing and client relations management, she set up as a freelancer in 2003 and has successfully helped her clients to communicate, through words, ever since. 
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

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We all love a good story, and The Royal was a marketing fairytale in the telling. A fading, heritage icon of the Bognor Regis seafront about to be returned to its former glory - yet this…
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Co-op win IGD Shopper Excellence Award

Flintlock are thrilled that Co-op 2018 Festival Activations in partnership with Live Nation Entertainment Festivals won the IGD Shopper Activation Excellence Award. As the interim Marketing Director of Co-op Food Tasha worked with the team to…
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New Guinness Campaign goes live

Graham is proud to have been involved in the new Guinness Time Campaign for Europe which went live in Ireland in May and we look forward to seeing it across a range of channels throughout the…
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