Growing your brand just got easier.
Reid builds Brand and Marketing Strategies with purpose — contributing to growth strategy, community building, and innovation projects for top brands, creators, & startups.
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As a Global Consulting Director within Ogilvy’s Growth & Innovation group, Reid works across many industries with clients including Coca-Cola, Google, Ford, Nike, Facebook, Android, Beautycounter, Mondelez, and several other consumer lifestyle brands seeking to create lasting bonds with users.
Reid’s work focuses on things like growth planning, brand positioning, brand purpose, product innovation, marketplaces, digital experience and membership strategy.
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Fascinated by the rapid opportunities offered by the emerging creator economy, Reid works as Head of Brand for Swan Sit, a former head of digital at brands like Nike & Estée Lauder and leading consultant in Web3. See her work here!
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Reid authors (and co-authors) reports on emerging tech and brand building. His publications span from independent research on co-creation with Gen Z to interviews with leading CEOs on emerging business models in mobility services. Check out the latest below!
my latest publications
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Gen Z & Baby Boomers —How Brands Can Engage Both Groups at Once
Perhaps no two groups are seen as more dichotomous than Gen Z and baby boomers. To Gen Z, boomers are old white men deeply out of touch with societal problems. To boomers, Gen Zers are lazy idealists who traded work ethic for participation trophies.
So, there is no way to reach both groups at once—right? In fact, these cohorts are unexpectedly similar and there are opportunities to create shared communities where both feel heard. To do so, we need to bust three myths about their incompatibility.
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The Support Gap: How Financial Services Brands Can Win With Gen Z
Today, financial institutions – educational, corporate or otherwise – have the rare opportunity to take a leadership role in culture. Instead of pushing the same products or conventions to the next generation of consumers, companies and organizations can actually educate and support youth, helping give back control of their financial futures. And while some organizations have begun offerings such tools, we have to recognize when a moment calls for more holistic support.
As with most issues paramount to Gen Z – their calls for change and improvement are explicit, even if we’re not all behaving accordingly. It’s clear that more that can be done to help curb Gen Z’s emotional spending and facilitate financial wellness that ultimately stands to benefit us all.
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Embracing co-creation at all level: Part 2 of a Gen Z Growth Playbook
We’ve conducted new research and sat down with brand leaders from across the globe in working sessions to craft a playbook that addresses these shifts. In its most basic form, we propose that business leaders must grow comfortable co-creating and giving up complete ownership to gain the next—and largest—generation of potential new users. Such radical decentralization of brand control will likely change business models and internal team dynamics - the cost of entry for winning with Gen Z.
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Embracing co-creation at all levels: A Gen Z growth playbook
Brands that share offer a mix of digital & physical destinations that encourage consumers to meet, engage, co-create, and discover novel ideas and experiences within its own expanding universe of tech-enriched touch points. Winning with youth isn't about brand management at all, it’s about developing a system to cultivate and share with a community who’s passionate about your purpose.
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Mobility: The Future of Brands in Motion
A study into the future of mobility and how all companies, not just those invested in moving people or goods, can use it as a platform to win customers for life.