Creatively-fuelled brand, innovation and category strategy, built to accelerate global and insurgent CPG brands.
CPG is faster, more fluid and tougher than ever before and completely different to any other sector. For brands to find new growth, companies need genuine expertise and dedicated specificity. Not more generalism. The competition is too fierce, culture moves too fast and customers are too demanding for homogenised, formulaic thinking.
That is why Haines is a dedicated CPG growth partner. Working non-stop on the future of food, drink and wellbeing. Our strategy consultancy is powered by a full-house creative engine built to make your team unstoppable.
Brand
Transforming global giants and insurgent start-ups into cultural icons.
Iconicity generates value and power which can be built into brands through our Iconicity System creating Identity, Indispensability and Impact.
Igniting growth by bringing markets together in one brand vision and how to execute through comms, experience, activation.
Understanding the practicality of how sales, customers and agencies engage with brands by clarifying and distilling the brand into one powerful, easy to understand framework.
Innovation
Scaling ideas that stick. Powered by our Innovation Engine, through a Where-To-Play and How-To-Win lens.
Using Cultural Signals™ to understand how to construct NTW innovation that taps into tailwinds, creates consumer desire and can become a Category King.
Refreshing and reframing innovation pipelines that maximises penetration across the next 2-5 years.
Building ‘The Future Of…’ with pioneering clients who understanding the power of long-term thinking and the need for radical proactivity amid change.
Portfolio
Strategic partners to the world’s leading CPG companies to uncover and unlock the levers of disproportionate growth.
Maximising adoption of segmentation models (e.g. Demand Spaces) by landing them with impact across global CPG firms with creativity, clarity and inspiration.
Creating growth acceleration, efficiency and effectiveness through global repeatable models across teams, markets, brands.
Defining different portfolio strategies to expand global penetration through M&A. We often become the connector between large CPG companies and insurgents within our network.
We partner with global brands and insurgents who understand that the new chapter of CPG is here. We have the tools to build iconicity into brands, redesign categories and innovate to capture future demand.
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Provocations & Playbooks
Opinions, Reframes and New Thinking from the Haines team.
You, Me & CPG
The podcast that cuts through the noise to make sense of the biggest shifts reshaping CPG.
Roundtables
Selective F2F events connecting you with topic, expert & network.
We believe creativity is the glue to get strategy to stick.
So we built a strategy consultancy with a full-blown creative team. We are 25 strategists and creatives working non-stop on the future of CPG. Creativity is our engine. It gets thinking moving. And gets business growing. Together, we create Strategy that Sticks.
A Bristolian bookworm and the thread that binds our pages together. He’s always focussed on the next chapter and it’s a guaranteed page-turner.
A culinary cowboy, who shoots from the hip. The Good, the Bad and the Ugly collide in Will’s kitchen, but his intuition for what works usually prevails.
Our in-house David Bailey is a real talent behind the lens and away from it. Balancing technical skill with big-picture thinking, Freddie’s focus is on agency exposure that can break the fourth wall.
With a fierce Northern wit and a passion for cultural shifts, she has a clarity and conviction in her work that even God’s Own County would be chuffed with.
Our resident Kiwi has the All-Black mindset built in, from sweeping the sheds to leading our biggest account, everything is done with calmness, accuracy and serious skill.
Our master model-maker and in-house Frenchman is obsessed with detail, but when he steps back from his meticulous miniatures, his focus is on bringing the big ideas to life.
Our Venezuelan sculptress and multi-linguist, whose illustrative abilities are living proof that the pen is mightier than the sword.
Part-time songwriter, full-time strategic rockstar, Cam never misses a beat on the detail and has the poetic flair to amplify every project.
A competitive rower and superstar strategist in the making, Lily’s efficiency and commanding cox energy ensure projects glide along at a formidable pace.
Our in-house film critic and sci-fi buff, Aidas has a sixth sense for directing the future of categories with blockbuster energy that keeps audiences on the edge of their seats.
A rare blend of sensational design and sparkling character, our vino aficionado serves up a splash of effervescent energy that makes every project pop.
Our swing-bowler and maestro of multi-disciplinary design, Matt seamlessly plays all positions in the creative field with work that knocks everyone for six.
Our resident pod-cat, Dan can download the detail and mix together a seamless creative story that has people reaching for the subscribe button.
Our shy performer with a hidden singing talent, Laia harmonises her love for theatrics and design in perfect symphony and always strikes the right note.
A nomadic creative on a journey to discover all things craft. From cooking to conceptual art, Jess’s intrigue and restless imagination know no boundaries.
A strategist with a Bake-Off obsession, Antonia knows how to rise to any challenge. She whisks together data, insight, and instinct to serve up showstopping projects.
A curious explorer equipped with all the gear to take on the mightiest of strategic challenges. Whether bouldering at his local spot or grappling with a global re-positioning, Josef’s eye is always on the crux.
Our live music lover brings the festival spirit to the strategy stage; curious, collaborative, and always in tune with what moves people.
A true crime fanatic and Leeds United diehard, our finance whizz has a forensic attention to detail that is only matched by her bloodthirsty desire to take the premiership title.
A curator of contemporary art and savant of studio supervision, Vanessa’s masterful management style and attention to the finest of details are utterly priceless.