Joint managing director, Ideal – values-led agency, established in 2004, specialising in wordsmithing, brand language and CSR communications.
Writer for business, charity and not-for-profits – six years self-employed; five years at Interbrand; seven years at The Body Shop, including Corporate Editor and Director of The Body Shop Foundation; three years at The Guardian newspaper.
Branding consultant – 20 years’ experience of brand communications, working with commercial and not-for-profit clients, creating attention-grabbing ideas, messages and communications.
Ghostwriter and writing coach/mentor – effective profile-raising for leaders and senior executives – through writing articles, speeches, books; hands-on coach, mentoring teams and individuals on language usage, tone of voice, on-brand messaging.
Published author – ‘Nice little ERNIE: a 21st century national treasure’, Cyan Books, 2007; ‘Guinness is Guinness: the colourful story of a black and white brand’, Cyan Books, 2004.
Mark Griffiths is co-founder and joint managing director of Ideal. He's a writer and branding consultant who takes a strategic approach to brand communications and has the intellectual ability to capture his thinking clearly to the benefit of clients. Adding feeling to thinking, Mark is able to empathise with those on the receiving end of messages. His understanding of the role of individuality within organisations enables him to help people contribute to a collective vision of the future.
Mark helps organisations simplify then express their messages for a variety of stakeholders, translating brand positioning into consumer-friendly and digestible information. His experience with commercial brands ranges from easyJet and M&S to the Financial Times and TNS. In the public sector, Mark has worked with the NHS and Becta.
Mark has worked for creative agencies, including Interbrand, the leading international brand consultants, in London, setting up and making a success of the company’s tone of voice consultancy over five years. His wordsmithing facility and curiosity about the real meaning of brands and their messages have enabled him to work across hundreds of brands.
People have always told Mark they were looking for a copywriter, but what they got when they worked with him was a thinker, strategist, creator, motivator, someone who challenged their perceptions, helped them think differently, someone who really made words count.
Mark met business and life partner, Debbie, at The Body Shop, where both worked closely with Anita Roddick’s personal communications team to tell the world about the company’s pioneering stance on fair trade, human rights, environmental issues and ethical business.
Together, Mark and Debbie work with commercial and not-for-profit organisations large and small – from Yell, TNS and VSO to SeeAbility, Speaking Up and Woodland Trust. We give strategic branding and writing support to creative agencies of all kinds in places as far apart as Newcastle, Dublin, Manchester and London.
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