Ruth established the Lifestyle practice at Insight Strategy Group (ISG) in 2017 – focusing on consumer products, services and experiences – ranging from Alcohol, QSR, Beauty, Wellness, through to the essential apps (Travel and Food) that make life seamless. In her 2 years, Ruth has diversified the client portfolio, and built out a focused Lifestyle team. Methodology agnostic across a full-service offer, Ruth works with some of the world’s leading brands to support them via the strategic insight needed to drive growth – building bespoke approaches, scalable by need and speed. A champion of the consumer voice, Ruth leans on her Anthropology background to humanize data and bring empathy to the people behind the insights.
Ruth’s path was informed by her time with Clear – (part of M&C Saatchi) where she helped grow the New York office and overall US business (moving from the London base in 2011). Ruth loved Clear’s focus on clarity, as she helped brands solve their toughest marketing challenges through the entire insight to innovation cycle. Prior to that, she started her career as part of the Brand Strategy team at Interbrand (London). Ruth believes this triad of experiences: brand – innovation – insight has helped her thrive as a strategic partner to marketeers – bringing a wealth of experience to deciding the right approach, identifying insights that have impact and delivering in powerfully simple way.
Outside of work, Ruth is found (weather permitting) raising a small but hearty crop of vegetables and feasting upon the results, training her puppy – including navigating his relationship with the incumbent cat, and going on adventures with her partner and his kids.