Anne McCrossan

Current

Advisor at Pharos Partners
Founder at Visceral Business

Past

Director of Consultancy, Client Services and Business Development at Pauffley
Client Services Director and Associate Board Director at Enterprise IG (now Brand Union)
Brand Advisor at Arthur Andersen

Brand Advisor at Safeway
Senior Consultant at Bamber Forsyth
Marketing & Research Director at North London Training & Enterprise Council
Business Development & Marketing Manager at The London Enterprise Agency
Account Director at Saatchi & Saatchi
Account Executive & Account Manager at Publicis

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Education

The University of Dundee

Recommended

1 person has recommended Anne

Connections

149 connections

Industry

Marketing and Advertising

Websites

Anne McCrossan’s Summary

My experience covers brand communication in all its forms, as advertised communication, as managed identities across all stakeholder groups and as co-created social promises in conjunction with consumers.

I work with the strategic, practical and creative aspects of brands with the aim of helping them transact more effectively, building valuable dialogue with audiences and developing their levels of engagement, response and contribution from audiences as the fuel for future strategy.

My professional passion is the social and commercial value of brands, organizations as trusted networks and making better connections with customers using social influence marketing.

I’m a founder member of www.triiibes.com, Seth Godin's online community that’s been developing the agenda around social strategies for leadership and consumer participation.

Prior to this I spent 5 years as an independent brand advisor working with a diverse range of clients and assignments, including developing the retail strategy for a major UK bank, brand strategy and positioning for Europe's first air taxi service Blink, strategic positioning and brand development for the UK's largest rail franchise, CrossCountry, internal development for a large oil company, strategic development work within the sports sector as well as executive coaching, leadership and marketing capability training.

As Director of Client Services at Enterprise IG, now The Brand Union, I was involved in creating brand standards for the EIG Group worldwide as well as leading brand change management for a range of clients including Arthur Andersen, Thompson Holidays, Safeway, SEAT and Legal & General, Bulgari, BT and Shell.

I blog at 'A Bit Visceral' covering open-source economics, business governance, brand reputation and corporate social responsibility, social communities and social media, business and consumer behaviour.

Anne McCrossan’s Specialties:

Organizational change management, facilitation and consensus-building, executive coaching, brand marketing, internal and external engagement, social marketing, community organization.

www.annemccrossan.com
http://annemccrossan.typepad.com/a_bit_visceral/
www.visceralbusiness.com
Follow me on twitter @Annemcx

Anne McCrossan’s Experience

Advisor

Pharos Partners

(Management Consulting industry)

2004 — Present (5 years)
Founder

Visceral Business

(Management Consulting industry)

September 2003 — Present (5 years 11 months)

Independent boutique offering strategy, social marketing, brand development and organizational effectiveness support with a strong blue chip pedigree across a range of industry sectors.
Director of Consultancy, Client Services and Business Development

Pauffley

(Public Company; Design industry)

March 2002 — September 2003 (1 year 7 months)

Head of consultancy, client services, marketing, and business development for Pauffley working with a range of clients across financial services, petrochemical, building & construction and retail sectors.
Client Services Director and Associate Board Director

Enterprise IG (now Brand Union)

(Public Company; Design industry)

August 1995 — February 2002 (6 years 7 months)

As Head of Client Services, led the team and was responsible for training and resourcing for the company and as Client Services Director advised and developed brand strategy for a wide range of multinational clients in retail, financial services, leisure, professional services, telecommunications, luxury goods, sports.
Brand Advisor

Arthur Andersen

(Marketing and Advertising industry)

1999 — 2001 (2 years)

Led the global implementation of the Arthur Andersen rebrand encompassing organizational change across 450 offices in 85 countries.
Brand Advisor

Safeway

(Public Company; SWY; Supermarkets industry)

1995 — 2000 (5 years)

I led the ongoing brand partnership between The Brand Union and Safeway over this period developing joint ventures, internal communications, customer relationship management, category management, the launch of an award winning platform for retail digital media and retail format development for the estate.
Senior Consultant

Bamber Forsyth

(Privately Held; 11-50 employees; Public Relations and Communications industry)

August 1993 — August 1995 (2 years 1 month)

Member of the Management Team advising senior clients on corporate communications
Marketing & Research Director

North London Training & Enterprise Council

(Government Agency; 51-200 employees; Professional Training & Coaching industry)

June 1992 — August 1993 (1 year 3 months)
Business Development & Marketing Manager

The London Enterprise Agency

(Government Agency; 51-200 employees; Professional Training & Coaching industry)

September 1991 — June 1992 (10 months)
Account Director

Saatchi & Saatchi

(Public Company; 501-1000 employees; Marketing and Advertising industry)

May 1985 — September 1988 (3 years 5 months)
Account Executive & Account Manager

Publicis

(Public Company; 51-200 employees; Marketing and Advertising industry)

September 1983 — May 1985 (1 year 9 months)

Additional Information

Anne McCrossan’s Websites:

Anne McCrossan’s Interests:

Brand thinking, business, design and art, dot.life, finance, leadership, lifestyle and social observation. My primary interest is in ‘visceral branding’, brands capable of spontaneous growth, brands with 'blatant integrity', working with brand reputation to be socially and ethical responsible as well as commercially better able to perform.