Richard’s role is to help translate a client’s business strategy into brand identity and positioning, and ultimately into briefs for creative people. His work therefore often mixes business consulting with behavioural psychology, trendwatching and market research. Before joining McCann Enterprise in 2012, Richard was an award-winning copywriter, a market researcher and employer brand consultant working on brands such as Microsoft, Coca-Cola, Castrol, the Metropolitan Police, Amnesty International, the University of Edinburgh and William Grant & Sons. At McCann Enterprise, Richard has worked on a wide variety of brands including roofing brand BMI, telematics company Masternaut, bearings giant SKF, Tata Communications, Cargill, JLL, Nestlé, Caterpillar, Lockheed Martin and ExxonMobil. Richard truly believes that we will all eventually be replaced by robots.