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Founding Director, Firebrand Insight


A strategic b2b specialist with over 40 years experience. I worked as client services director at major agencies before turning independent in 2004. Now working primarily for clients in the energy, transportation and business services sectors, UK and worldwide.


Firebrand is an insights-based consultancy providing high quality direction and focus for service-sector clients worldwide.

Firebrand specialises in the energy, business services, transportation and logistics sectors and also has significant experience of not-for-profit clients. We are well equipped to undertake research in any B2B or B2C environment.  Additionally we have great experience of change-management and employee research.

Firebrand Insight's work is truly global.  We have developed a talented team of associates who work with us in all key markets.

Firebrand was formed in 2012 by ICG members Andrew Smith and Andy Booth to leverage our joint experience of the global services sector. We provide our skills as individual consultants or as a team.

We help organisations attract and retain customers, understanding what drives customer loyalty and the link to product development, branding and communications. Please visit our website for case summaries and testimonials.

Our 'Customers in Britain' syndicated project has been published every spring since 2005. Supported primarily by UK regulators and utility companies, this annual survey tracks market behaviour, satisfaction, customer service sentiment and future trends.


I consider myself a trusted advisor to many senior clients, ICG colleagues and industry peers. It was my great privilege to serve as Chairman of the ICG (2007-2012) and serve on the Committee for over 10 years.

Outside of work I am often spotted walking, cycling and golfing in my local Surrey Hills. I'm also a long standing member of my local Rotary Club, aiming for it to be a more vibrant force for good in the local and global community.


Contact details

15 Groveside
Great Bookham
Surrey KT23 4LD

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