Marketing strategy built to make the whole greater than the sum of its parts.
Selected work includes:
Featured in WARC Future Strategy 2025
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In today’s world, the greatest challenge isn’t knowing how everything works.
It’s knowing how everything works together.
The Problem
Modern marketing and business teams are increasingly specialised
With capability demands growing on average tenfold over last 10 years.
The average CMO for example could now be dealing with up to 100 different capabilities
…
As business adds capabilities, the risk of fragmentation grows.
More teams, more tools, more disciplines.
Built fast, yet often not built to work together.
Experts brilliant in their lanes, but struggling to see the bigger picture
Value lost between the layers.
The symptoms…
!! Leadership fails to align around a shared direction.
!! Strategy stays in the room, losing impact with key stakeholders
!! Specialist teams are moving fast to market but not together.
!! The brand eco-system is overloaded and needs a rethink.
!! The creative idea gets everyone excited but gets compromised in execution
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The more fragmented your marketing, the less coherent it feels to your customers - which could be costing c.£3.5bn* over 5 years
Source: System 1/IPA ‘The Magic of Compound Creativity’
How we work
4 Bridges :
That remove risk of fragmentation
What’s at risk of fragmenting? The team are moving fast to great ideas, but lack a complete story.
We will help you find: A compelling pitch narrative that connects your specialisms into one persuasive argument.
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Example: Building Bridges for a Global Consumer Goods Company & Marketing Partner
Helping Publicis Groupe to win the P&G Consolidation Pitch for a new integrated marketing services model; PG One; combining Media, Creative & PR across 5 agencies & 20+ brands.
“…a driving force behind the Publicis / P&G Consolidation pitch and helped shape our proposition, in part helping us secure an integrated contract for marketing services that brought everything together under one roof.”
Nadine Young, CEO Spark Foundry
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What’s at risk of fragmenting? There are too many moving parts that aren’t ‘clicking’, and the eco-system feels overloaded and hard to navigate.
We will help you find: One connected planning framework, design & logic, with clear roles and ways of working.
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Example: Building Bridges for a Global Drinks Company
Setting the ‘gold’ standard for Diageo Global’s new connected planning approach, connecting Brand Building & Sales Activation for the first time.
“…a leading light in our comms planning roll out. Worked tirelessly with our different teams to design and facilitate a Pilot Strategy programme. The outputs of which were seen as "Gold Standard" by the Global Team , and now feature as part of our brand building annual training”
Ross Lincoln, Former Head of Futures, Diageo Global
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Example: Building Bridges for a Global Creative Agency
Defining a new audience-led ‘Connections Planning ‘approach for VML
“…experience of bringing media and creative disciplines together was integral in helping us design a new planning approach for our teams, that brought stronger connections between our different capabilities including CX, Commerce & Brand Planning.”
Dr Andreas Ortner, VML Agency Leader
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What’s at risk of fragmenting? Collaboration feels more performative than productive, and momentum comes from individuals not the group.
We will help you find: An agreed strategy built on shared purpose & collective momentum.
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Example: Building Bridges for a coalition of 4 London BIDs
Helping London Heritage Quarter’s 25+ Board members identify strategic priorities for their levy-payers.
“A series of expertly facilitated workshops, helped our Board Directors and executive team step back from day-to-day operations, focus on the bigger picture, and identify clear strategic priorities… leaving us with greater clarity, stronger alignment, and a practical framework for progressing our ambitions.”
Ruth Duston OBE, OC, CEO London Heritage Quarter
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What’s at risk of fragmenting? You have to land the creative idea, but the plan risks getting executed clumsily across different partners.
We will help you find: A connected campaign logic and agreed roles for every touchpoint, ensuring all the brilliant ideas hang together.
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Example: Building Bridges for a Global Car Company
Turning a bold creative idea for Ford of Europe into a market leading car launch that improved the brand.
“…helped our specialist teams create a groundbreaking activation for a new prized car launch, that moved favourable opinion of the brand.”
Ben Richards, Former CXO VML for Ford Europe
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Founder & Strategy ‘Jack’, James Hart
MediaCat UK Podcast · 22 min
Flying the flag for all the ‘Jacks’ out there
Hello.
I’m fascinated by connections, and the collective creativity they can unlock to solve today’s marketing challenges.
25+ years in agency strategy across media, creative, brand and commerce, has taught me how to connect a range of capabilities and perspectives to move brands forward.
To me it’s simple.
Brands that can create a culture of many disciplines working together, will gain the unfair advantage.
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What it means to ‘Be More Jack’
"Jack of all trades, master of none" is used as a label to judge people with shallow skills.
Yet the longer version offers a different perspective entirely, from one of criticism to compliment:
"Jack of all trades, master of none…though oftentimes better than master of one."
Intended to celebrate trades-people with more than one skill, providing a ‘range’ of skills necessary to work in the village.
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That’s why ‘Jack’ needs a reframe.
To connect across skill-set. Open to learning new skills.
Turning individual talent into collective action.
Building ‘range’ between specialisms.
Helping you see the bigger picture.
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The greater the coherence, the greater the growth.
When leadership collaborate effectively, something changes.
Voices get heard, tensions are embraced, and solutions found.
Silos disappear, layers become invisible.
More aligned decision-making and collective momentum.
Greater consistency & coherence = greater commercial impact.
A whole greater than the sum of its parts.
…
The evidence is clear:
Business — Integrating brand and performance lifts ROI by up to 90%.
(WARC, The Multiplier Effect)
Brand — Consistent brands are 6x more likely to report very large brand effects.
(WARC & System1)
Culture — Teams that collaborate effectively gain higher trust, lower burnout and better problem-solving potential.
(Gallup)