Our Team For Winning Ideas

Ideas First® is a specialist new ideas and product innovation agency, inspiring leading leading brands to generate and identify winning concepts and claims to drive business growth. We use a creative and insights driven approach, with our team of Insight Agents, Trend Scouts, Creative Agents, Hothouse Facilitators, Idea Artists, Idea Copy Editors and global research partners. All our projects are now run using Zip-Zap Ideas®, our powerful online collaboration tool.  

Michael Simpson

Chief Ideas Guru

Michael Simpson CEO Ideas First And Zip Zap Ideas

Michael Simpson

Chief Ideas Guru

Michael is our "Chief Ideas Guru" with over 30 years of branding and innovation experience from P&G, PwC and J&J. He founded Ideas First® in 2000 and is passionate about helping companies generate new ideas to drive growth.

Fiona Hortopp

Chief Creative Agent

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Fiona Hortopp

Chief Creative Agent

Fiona runs our network of Trend Scouts and Creative Agents for all our projects.  She also manages our "insight deep-dives", where we revisit available data sources with fresh eyes or run online depth interviews with target consumers.

Sue Gutierrez

Creative Agent and Trend Scout

Sue

Sue Gutierrez

Creative Agent and Trend Scout

Sue is one of our Global Trend Scouts and a Creative Agent with Zip-Zap Ideas®. She studied in Oxford, is fluent in Spanish and English, and has over 20 years of rich marketing innovation experience from the food and drinks industry. 

Hugh Vivian

Innovation Training Coach

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Hugh Vivian

Innovation Training Coach

Hugh has worked with us for over 15 years and is a leading management impact coach. He supports our creative facilitation training with Zip-Zap Ideas®, helping to coach and guide delegates to maximise their creative potential.

Nina Börnecke

Creative Agent and Trend Scout

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Nina Börnecke

Creative Agent and Trend Scout

Nina is one of our Global Trend Scouts and Creative Agents, using our Zip-Zap Ideas® platform to share deeper insights and key trends.  Based in Germany, she has over 20 years of insight experience across a wide range of industries.

 

Tracy Mitchell Brown

Creative Copy Writer

Tracy Mitchell

Tracy Mitchell Brown

Creative Copy Writer

Tracy is an experienced advertising copywriter and story teller, who supports our copy writing work with a specific focus on refining insights, concepts and claims prior to consumer screening with our Zip-Zap Ideas® platform.

Clare Rickard

Creative Designer

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Clare Rickard

Creative Designer

Clare is a creative designer with over 20 years of experience for leading FMCG brands. She provides key support on our claims innovation projects, developing on-pack design options for the winning claims that are identified.

Philip Benton

Social Media Insights

Phil Benton

Philip Benton

Social Media Insights

Philip is our social media specialist who provides support to our team of Insight Agents and Trend Scouts in using different social media platforms to capture fresh insights and trends linked to specific innovation objectives.

 

Carlos Soares

Insights Agent LTAM

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Carlos Soares

Insights Agent LTAM

Carlos supports our team of Insight Agents and Copy Editors with a specific focus on Brazil and Latin America. He helps track Social Media sites and online forums, capturing insights and trends on a range of categories.

Julie Logan

Creative Agent and Copy Editor

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Julie Logan

Creative Agent and Copy Editor

Julie is based in LA and has worked with Ideas First® for over 15 years as one of our leading Creative Agents. She is also a Copy Editor who helps to refine leading concepts prior to online consumer screening with Zip-Zap Ideas®

Peter O'Malley

Creative Writer and Facilitator

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Peter O'Malley

Creative Writer and Facilitator

Peter is part of our Creative Writing Team, helping develop and refine concepts prior to online testing with Zip-Zap Ideas®. He is also an experienced facilitator, and has developed and run international sales training programs for Samsung.

Jennie Rayner

Creative Copy Writer

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Jennie Rayner

Creative Copy Writer

Jenni has over 10 years of rich copy writing experience, including work in the fashion industry.  She is a new member of our creative writing team helping to refine insights, concepts and claims prior to consumer testing with Zip-Zap Ideas®.

Andy Ferguson

Creative Facilitator

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Andy Ferguson

Creative Facilitator

Andy has been an associate with Ideas First® for 10 years and has over 30 years of deep experience in retail innovation.  He supports our team as a Creative Facilitator, and has worked on our projects with J&J and Samsung.

Elena Petevi

Creative Agent and Trend Scout

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Elena Petevi

Creative Agent and Trend Scout

Elena is based in India and supports our global team with Zip-Zap Ideas® as a Creative Agent and Trend Scout. She is also a great workshop facilitator, with over 20 years of consultancy experience with leading international companies.