"Every single piece of research that Jo conducted on our brands unearthed true insights that helped us unlock brand building...I could not recommend her highly enough."

Severine Brichard-Rooney, Chief Marketing Officer,

Greater China Danone 
"Jo is a massively talented thinker, easily among the best I have been lucky enough to work with. Her mind is flexible - she will never stop at an easy answer, and will always push an insight, strategy or solution to its ultimate point. She isn't satisfied until she has all the dots joined up."

Fred Gifford, Strategy and Partnership Manager, SonyAI

"Josephine is one of only three or four truly brilliant market researchers I have worked with in my career. Not only does she offer real insight about what consumers think, she also thinks long and hard about how that can be translated into profit for her clients. I thoroughly recommend her."

Matt Willifer, Chief Strategy Officer, Carat UK


Jo Shaw has been working with some of the world's most successful brands and organisations for over 30 years. Her background spans Board level account planning in three international advertising agencies, a senior role at cultural insight specialists Flamingo, running her own businesses and being part of the management team at innovation and co-creation pioneer, Promise Communispace (now MRS Best Agency winners, C Space).

She's run projects in more than 25 countries through her career, along the way pushing the thinking time and time again to help...


P&G find the product breakthrough that gave them market leadership for their biggest global brand (Pampers) in their biggest market (Europe).


The British Labour government develop communications strategy.


Canon create advertising that made one of their cameras the world No 1.


Disney Theatrical make The Lion King a $5 billion show all over the world.


Smirnoff create its first truly global proposition with advertising that won over 50 major awards including a Golden Lion at Cannes.


Skoda find the positioning that turned their brand round in Britain.


She's worked with Danone Early Life Nutrition all over the world. With Sony, British Airways, Philips, Unilever, Volkswagen, The Royal National Theatre and many more - from aid charities to banking, supermarkets to video games.


Increasingly focusing on Third Sector, healthcare and creative arts projects, Jo has a long-standing relationship with Omron (world leaders in blood pressure monitoring) and Amnesty UK, with whom she has worked for 15 years. In 2019 she gained an MA (Distinction and Department prize) in Digital Culture and Society, from King's College London.