This consumer-focused perspective helps create practical solutions for marketing teams, agencies and clients that cut through the digital noise and deliver meaningful and measurable results.
With more than 30 years of design, marketing and digital experience, Dean is a recognized expert at navigating through the maze of emerging media. He’s told numerous stories about how digital shifted consumer behavior; moving from direct mail to Twitter, through QR codes on mobile to RFID interactivity and converging onto ACR enabled Dual Screens, connected IPTV or inCar Advertising… He’s looked at the permeation of all advertising channels and focused on how digital crept across the media landscape from fixed digital billboards in New York City’s Time Square to as far east as floating eSignage on Shanghai’s Huangpu River all powered by AI-driven insights and algorithms driving media exchanges. Yet to Dean, all this is simply a precursor to the next wave of genetically-targeted brand engagement – and is now focussed on how location-based advertising will shift to genetic profiling and bring a new brand relevance to consumers. Balancing such advancements by remaining composed on the concerns surrounding user profiling and asks if BlockChain holds the answer to turn the consumer’s shift of power?
Focussed on tackling the ethics of shaping the future of addressable advertising using Near Field Communication (NFC) and Genetics, Dean is an active vocalist on moral obligations and privacy concerns in light of tracking via technology or biology as we approach GenoMedia. He seeks to ensure the continued commercialisation of content across a fragmented range of viewing devices – with targeting based on people’s own DNA – is balanced against a consumer who is truly in control. Dean’s investigation into privacy concerns surrounding proximity based advertising earned him a Masters degree from the UK’s leading research and innovation centre based at Bournemouth University, and led to him advising European Ministers on the effects of media convergence on future EU policy. He has recently completed a CRISPR: Gene-editing Applications course with Harvard and is also an RSA Fellow.
His latest international partnership project, Kaleidoko, is a change agency working with global brands, agency networks, industry bodies, charities and governments – from start-ups to Fortune 500;
- Helping with the difficult but necessary journey of realignment; empowering organisations to transform by realising their true potential to grow into market leaders.
- Filtering a futuristic outlook through a consumer-focused lens and infuse it with grounded research to provoke all stakeholders to rethink ways that can impact their bottom line and overall ROI.
- Optimising an organisations’ brand strategy and position them with the best possible advantage to embrace new technology, offering creative and innovative product and marketing solutions that drive actual and measurable business change.
- Taking responsibility for driving vision and articulating a structured approach to rollout, adoption and implementation, working closely with necessary teams to bring ideas to fruition.
Dean has published multiple articles and frequently serves as an industry source for leading business and advertising trade publications including AdAge, Adweek, Adotas, Bloomberg, Forbes, Wall Street Journal, NPR, San Francisco Chronicle, Huffington Post, OMMA Magazine, Media Post, ClickZ, iMedia and Revolution among others. He also serves on the video, measurement and mobile councils at the IAB, consulting frequently for leading brands across the globe about new ways to measure and integrate offline and online channels. An engaging public speaker and powerful creative storyteller, he has delivered presentations at over 250 industry events across more than 35 countries from the Americas through out Europe to across Asia. Recent speaking engagements include PromaxBDA, EGTA< ScreenForce, iMedia, OMMA, AdTech, IAB, JDPA, ClickZ, dmexco, i-Com Global, SIME as well as MSN Roadshows, DG’s Inspire Series and MediaMind’s Digital Experience Days.
Dean is also currently leading research in personalised programmatic Television with VR; IoT / M2M and connected devices, loyalty programmes and contactless payments; the relationship between AR and AI, proximity and privacy across earned, owned and paid media; identifying big data collation and hyper psychometric personalisation and target genetic profiling.
And when he’s not living out of a suitcase, Dean ‘sometimes’ resides on the Sussex Coast.
A copy of my current resume is available to download from here.
NB. The opinions and stances expressed here are entirely personal and as such may not reflect those of any employer.