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

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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.

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. She is one of our leading Creative Agents, and as a great copy writer, she also helps to refine leading concepts prior to online consumer screening with Zip-Zap Ideas®

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.

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.

Nina Börnecke

Creative Agent and Trend Scout

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Nina Börnecke

Creative Agent and Trend Scout

Based in Germany, Nina is a new member of our team, with responsibility for Trend Scouting and as a Creative Agent using our Zip-Zap Ideas® platform. She has over 20 years of innovation experience across a wide range of industries.

 

Julie Banks

Creative Agent and Copy Editor

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Julie Banks

Creative Agent and Copy Editor

Julie is a Creative Agent, generating new ideas and claims on a range of projects.  She is also an experienced writer and Copy Editor, helping to refine insights from a different sources such as social media listening and depth interviews.  

John Woods

Creative Facilitator

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John Woods

Creative Facilitator

John is a creative facilitator and trainer who supports our retail and consumer innovation projects with Zip-Zap Ideas®.  He has significant retail and category management experience working with companies such as J&J and Tescos.

 

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.

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.

Elena Petevi

Creative Agent and Trend Scout

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Elena Petevi

Creative Agent and Trend Scout

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

 

Gus Russell

Our Amazing Artist

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Gus Russell

Our Amazing Artist

Gus is our amazing Hothouse™ workshop artist. He can also support our team of our copy-editors to refine and visualise finished ideas and concepts e.g. ahead of our fastSCREEN™ panels or final BASES concept testing.

Nick Hoareu

Creative Facilitator

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Nick Hoareu

Creative Facilitator

Nick is a facilitator who supports retail innovation projects that we have run with J&J and Samsung.  He has significant retail and commercial experience with companies such as Carphone Warehouse and Cisco Systems.

Lucy Robertson

Global Trend Scout

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Lucy Robertson

Global Trend Scout

Lucy has been an associate with Ideas First® for over 10 years, working as Creative Agent on Insights and Ideas.  She also provides support as Global Trend Scout capturing trends and new concepts with our online platform, Zip-Zap Ideas®.