Emma Flaxman

Shaping the stories that shape your business Click here Click here Experience Experience Who Am I? DEI Services Outputs Services Testimonials Case Studies Case Studies Testimonials DE&I Outputs Reputation Contact Reputation As an award-winning brand marketing consultant with over 20 years experience, I partner with media, advertising and B2B organisations to build brands from the inside out. I help strengthen reputation, alignment and performance across every touchpoint. My work sits at the intersection of brand strategy, marketing, internal communications, employer branding and employee engagement; helping businesses create cultures, messages and experiences that land. I collaborate closely with founders, marketing teams, HR/People leaders and agency leadership; acting as a strategic partner and an extension of their team. My approach blends clarity, creativity and practicality. No jargon, no inflated decks, I help make people and brands gain fame that works. Contact About About Client experience My career spans 20 years in brand design, media, and client-side leadership. I started in brand design, leading marketing for TheTeam, before spending 13 years at PHD Media, part of the Omnicom group, building deep expertise in media strategy and commercial growth. I later moved client-side to lead commercial marketing at Channel 4, leading the reputation for one of the UK’s most-loved brands. This end-to-end experience underpins my consultancy work today. Partnering with media, marketing and creative agencies, as well as B2B brands to deliver brand and communication strategies that drive clarity, confidence and commercial impact. DEI Services Outputs Services Reputation Testimonials Testimonials Case Studies Reputation DE&I Outputs Contact Case Studies Contact About My experience spans the entire communications mix. Which means I can help you: • • • • Create fame for your brand or leadership team Turn strategy into clear, compelling narratives Build credibility and a positive reputation Drive measurable improvements in employee engagement and retention All delivered through a flexible suite of services shaped around your business. Fees Outputs Experience About Services DEI Experience Reputation Testimonials Fees Testimonials DE&I Outputs Case Studies Reputation Case Studies About Reputation Testimonials Testimonials DEI Services Experience About Outputs Services Experience Case Studies Reputation DE&I Contact Case Studies When you work with me, you don’t just get thinking, you get tangible, ready-to-use deliverables that create immediate impact. Depending on your brief, outputs can include: Brand & Strategy • • • Brand positioning frameworks and messaging architecture Clear narrative platforms for brand, campaigns or transformation programmes Go-to-market storytelling and strategic comms plans Content & Thought Leadership • • • Executive thought leadership (LinkedIn, articles, speeches) Editorial content strategies and content calendars Award Papers, scripts, storyboards, and submission support Fame, PR & Partnerships • • • • PR narratives and media angles Partnership strategies to build relevance and reach Campaign ideas designed to earn attention, not just buy in Internal Communications & Culture • • • Internal comms strategies aligned to business goals Employee engagement campaigns and messaging frameworks Leadership comms (town halls, change programmes, cultural narratives) Employer Brand & Talent • • • • Employer value propositions (EVP) and messaging Talent attraction campaigns and storytelling Careers content and internal/external alignment Diversity and Inclusion Strategies and Outputs Execution Support • • • Campaign messaging and copy Decks and presentations that land with senior stakeholders Hands-on guidance to bring ideas to life across teams Contact About Case Studies Reputation Testimonials Case Studies If your audience is diverse, your communications should be too. With extensive experience in DE&I, I help organisations create communications that resonate with all audiences, increasing relevance, reach and long-term value. • Ensuring inclusion builds trust inside and out Internally, inclusive comms help people feel seen and valued. Externally, they signal credibility and authenticity to customers, partners and future talent. • Diverse content protects culture and reputation What you say internally shapes behaviour; what you say externally shapes perception. DE&I-led comms reduce risk on both fronts by keeping messaging aligned, respectful and intentional. • Strengthens engagement and brand impact Employees engage more when communications feel relevant and fair. Audiences engage more when brands reflect the real world, driving loyalty, advocacy and growth. Outputs Services Experience About DE&I in practice Services Experience Testimonials Outputs Contact Reputation Contact About Services Experience Outputs Services Experience About Reputation DEI Case Studies Reputation DE&I Outputs Contact Case Studies Case Studies PHD_Logo_Purple_RGB - #DMWF Asia Canal 4 Logo, image, download logo | LogoWiki.net Canal 4 Logo, image, download logo | LogoWiki.net BRAND REFRESH CONSULTANCY CANNES AWARDS DEVELOPMENT BUILDING BRAND NARRATIVE REFRAMING DIVERSITY IN ADVERTISING DRIVING LONG-TERM REPUTATION Contact 2026_Zero Plus: From Freelance Roots to a Scalable, Credible Brand The Challenge Zero Plus was evolving fast, transitioning from a primarily freelance-led model into a fully-fledged Managed Service Provider. The capability was there. The ambition was clear. But the brand wasn’t keeping up. While the team had deep expertise in delivering technology services, they lacked a clear identity that reflected their growth, credibility and future direction. The risk was simple: without a strong brand, the business wouldn’t be recognised at the level it was operating. The Approach I worked closely with the founders to bring clarity, structure and direction to what can often be an overwhelming process. • I led a discovery phase to understand how the founders saw the business, how they talked about it, and where they wanted to take it • I helped cut through the noise to define what actually mattered, focusing on building a brand that would deliver real commercial value, not just visual appeal • I scoped the right approach to brand development, ensuring time, budget and effort were aligned to impact Crucially, this wasn’t about overcomplicating things; it was about making the right decisions, in the right order. The Execution I acted as both strategic lead and hands-on guide throughout the process. • Introduced and partnered with a design agency to bring the new brand and website to life • Ensured the strategic thinking translated clearly into creative output • Guided the team through key decisions, timelines and trade-offs, keeping momentum and reducing friction • Provided ongoing support to make the process feel structured, manageable and focused This wasn’t a “hand it over and hope for the best” approach; it was end-to-end support to get it right. The Impact • A clear, credible brand that reflects Zero Plus’s evolution into a growing MSP • A new website and suite of collateral designed for real-world use, not just aesthetics • Greater clarity and confidence from the leadership team in how they present the business • A smoother, more efficient process that avoided common pitfalls in brand development The Outcome Zero Plus now has a brand that matches its ambition, one that the team actively uses day-to-day to support growth, conversations and client engagement. By combining strategic clarity with practical delivery, I helped turn what could have been an overwhelming exercise into a structured, high-impact transformation. Because a strong brand isn’t just something you launch, it’s something your business can actually use. See testimonial See testimonial 2026_blowUP media: Turning Innovation into an Award-Winning Story The Challenge blowUP media had created something genuinely innovative with its Vertical Garden®, transforming traditional outof-home sites into living, breathing urban infrastructure that actively improves air quality. The product was powerful. The proof was credible. But the story wasn’t landing at the level required to compete at Cannes. Because at that level, it’s not just about what the work is. It’s about how clearly and compellingly it’s understood. The Approach I focused on reframing the work into a narrative that would resonate with juries, combining innovation, impact and commercial transformation into a single, cohesive story. • Clarified the core positioning: shifting blowUP media from a media owner to an urban infrastructure partner • Refined the narrative to ensure the environmental impact was both credible and easy to understand • Structured the story around clear sections aligned to Cannes criteria, ensuring every claim was supported, every message earned • Balanced ambition with accuracy, creating work that was both jury-baiting and audit-safe • Crucially, I ensured the story didn’t just describe the product; it demonstrated why it matters, at scale. The Execution I worked across multiple Cannes Lions categories, adapting the story to meet different judging criteria while maintaining a single, consistent narrative. • I crafted submissions across Outdoor, Media, Innovation and SDG categories • Rewrote key sections, including Brand Context, Strategy, Execution and Results to maximise clarity and impact • Strengthened the role of data and independent measurement to validate environmental claims • Developed multiple tonal versions of the written entry and translated them into category-fit video scripts for the business to turn around themselves. Every word was designed to work harder, simplifying complex innovation into a story that juries could quickly understand and remember. The Impact • A clearer, more compelling articulation of blowUP media’s innovation and role in the market • Stronger alignment between product, purpose and commercial value • A suite of Cannes-ready submissions tailored for multiple categories • Increased confidence in presenting the work on a global stage The Outcome By transforming a complex product into a clear, powerful narrative, I helped position blowUP media not just as a media owner, but as a business redefining the role of outdoor in cities. Because at Cannes, the difference between being shortlisted and being overlooked isn’t just the idea, it’s the story you tell about it. Results out in 2026. See testimonial See testimonial -_From Brand Platform to Sales Engine: Commercialising ‘Altogether Different’ The Challenge Channel 4 had a powerful corporate proposition, Altogether Different, but it wasn’t translating into a clear, commercially compelling story for advertisers. In a market reshaped by ad-funded streaming and increased competition, agencies understood the brand, but not always the business advantage. The Approach Rather than reinvent the positioning, I focused on unlocking the commercial value of what was already there by: • Conducting a targeted perception study with media agencies to identify strengths, gaps and barriers to investment • Uncovering a clear disconnect between brand affinity and commercial clarity • Reframing Altogether Different for advertisers, evolving it from a corporate platform into a sales-driving narrative • Built a structured proposition around four core pillars, clearly articulating Channel 4’s differentiated value to brands. The Execution This wasn’t just messaging; it was designed to actively sell. • I developed a clear, consistent sales narrative that could flex across different audiences, sectors, and briefs, and be used by a large, siloed, disconnected sales team. • I translated the narrative into a modular sales deck video, designed to be used end-to-end or broken into tailored sections depending on the story required • Brought the story to life through Channel 4 talent, Nick Grimshaw, ensuring the narrative felt authentic, distinctive and rooted in Channel 4’s DNA • Leveraged video as a core medium, reflecting Channel 4’s strength as a content powerhouse and enabling agencies to see the impact, not just read about it • And finally, I led the creation of a new Channel 4 Sales website, rewriting all core copy to better showcase capabilities, products and commercial impact for brands. The Impact This led to a stronger, more consistent commercial narrative in the market • It improved the understanding of Channel 4’s proposition among agencies and advertisers, leading to a spike in sales for the commercial team • Increased engagement through dynamic, content-led storytelling in sales environments, leading to more campaigns and ultimately making Channel 4 the most awarded media owner at the Campaign Media Awards in 2025. The new narrative enabled greater flexibility in how the story was delivered, from full narrative to tailored, pillar-led conversations and finally a digital platform that works harder as a sales tool, not just a shop window The Outcome By translating Altogether Different into a clear, modular and content-led sales narrative, Channel 4 moved from being well-liked to commercially compelling, strengthening its position as a distinctive, high-impact partner for brands. Because in a world of static decks and generic sales stories, Channel 4 didn’t just tell a better story, it showed it. 2025_Channel 4: Reinventing the Diversity in Advertising Award for Scale and Impact The Challenge For nearly a decade, Channel 4’s Diversity in Advertising Award had focused on one underrepresented group each year, driving important, but often narrow, representation. But in a fast-changing landscape, and in the year of the 2024 Paralympic Games, there was an opportunity to go further. Not just to represent one audience, but to rethink how advertising works for everyone. Currys won with ‘A Sigh of Relief’, one of the most talked-about ads of the year, and Curry’s most successful campaign to date, delivering an ROI of 26:01, demonstrating how accessibility can enhance both creative impact and audience connection. At the same time, there was a commercial tension. While Channel 4 offered match funding to all shortlisted brands, brands still had to invest additional budget to bring campaigns to life, creating a barrier to entry and limiting participation. The Approach I reframed the brief entirely. Instead of asking brands to create new campaigns for a specific audience, I positioned accessibility as a creative and commercial advantage. • Wrote a new brief centred on making advertising accessible, not as a niche requirement, but as a mainstream opportunity • Shifted the focus from “creating for one group” to unlocking reach across multiple audiences • Positioned accessibility as something that could be applied to existing campaigns, removing the need for additional production costs • Reframed the value exchange, showing brands that they could save money, extend reach and improve impact simply by adapting what they were already planning This wasn’t just a change in messaging; it was a change in behaviour. The Execution The new brief unlocked broader participation and more ambitious thinking from brands. • Attracted entries that embedded accessibility into existing campaign plans, rather than treating it as an add-on • Enabled Channel 4 to bring more work to air, not just the winner, but multiple shortlisted campaigns • Elevated the role of accessibility from compliance to creativity The Impact The most accessible year of advertising on Channel 4 to date Multiple campaigns were brought to air, significantly increasing representation at scale Stronger engagement from brands, driven by a more commercially viable proposition A shift in how accessibility is perceived, from niche requirement to creative opportunity Crucially, this was also the first time the competition delivered a positive commercial return, generating revenue rather than relying solely on investment, something not achieved in the previous nine years. The Outcome By redefining the brief, I helped transform the Diversity in Advertising Award from a well-intentioned initiative into a scalable, commercially sustainable platform for change. In 2026, Channel 4 decided to repeat the brief for the first time ever, giving more brands an opportunity to enter after seeing how Currys pulled it off. Off the back of this award, Channel 4 also revealed it would now mandate subtitles on all ads from February 2026. Because the real step forward wasn’t asking brands to do more, it was showing them how to do better with what they already had. -_PHD: Cutting Through Complexity with Radical Clarity The Challenge The media agency landscape had become saturated with noise. Every agency claimed to be transformational, pioneering, or future-facing, but in reality, they were becoming increasingly indistinguishable from one another. Clients weren’t short of options; they were short of clarity. PHD had a genuinely differentiated heritage, as the first planning-led media agency, but that story had become diluted by the same industry language everyone else was using. The Approach Rather than adding to the noise, we stripped it back. We returned to what made PHD fundamentally different: a deep understanding of human behaviour, rooted in its planning-led origins. This wasn’t about creating something new; it was about reclaiming and sharpening what had always been true. • Repositioned PHD around its founding principle: planning-led thinking that drives better outcomes • Brought humanity back into the narrative, replacing jargon, acronyms and industry speak with clear, everyday language • Reintroduced powerful proof points to build credibility, including the fact that PHD’s very first client was still a client nearly 30 years later • Took a deliberately contrarian stance in the market, while others overcomplicated, we simplified. Most importantly, we said something no one else was willing to say: We positioned PHD as a planning and buying agency, and stated it simply: we plan and buy media. No spin. No overcomplication. Just clarity. The Execution This thinking was embedded across every touchpoint, from new business materials and marketing to internal communications, ensuring consistency in how PHD showed up. • We rewrote core messaging to reflect a more human, direct tone of voice • Equipped teams with a clear, confident narrative they could actually use in conversations • And used simple, everyday language to clearly demonstrate how PHD delivers for clients’ brands across copy, websites, awards and events, making the work and its impact easy to understand. The Impact • Clearer differentiation in a crowded and often confusing market • Stronger client understanding of what PHD does, and how it delivers value • Increased confidence and consistency across teams in how the agency presents itself • A more accessible, human brand that clients could easily connect with. This clarity didn’t just change perception, it reinforced performance, which delivered regular success at Cannes Lions, demonstrating creative effectiveness on a global stage, consistent ranking at the top of the WARC effectiveness leaderboard and a strong, positive presence within industry press, reinforcing PHD’s reputation as both credible and commercially effective The Outcome By removing the noise and returning to its roots, I helped position PHD as an agency that didn’t just sound different; it was understood. And by using simple, human language to clearly show how PHD delivers for brands, the agency strengthened its position as one of the most successful and enduring media agencies in the market for over 20 years. Because in a category obsessed with sounding complex, the real power was in being clear. Testimonials “ Working with Emma on our Cannes Lions submission was an incredibly valuable experience. Her ability to identify the strongest categories and articulate exactly why they gave us the best chance of success was particularly impressive. She didn’t just advise, she led. Emma defined a clear plan, then executed it with precision, writing the papers to an exceptionally high standard with minimal revisions required. Beyond the written entries, she added real value in shaping our overall submission. Her scripts for the case films were sharp and considered, with clear direction on graphics, assets, and voiceover, ensuring everything worked cohesively. She also guided us seamlessly through the submission process, even providing draft layouts for digital boards, which made a complex process feel straightforward. Emma was highly responsive throughout, always quick to turn things around and consistently delivering ahead of deadlines. Even after her work was complete, she continued to support us, reviewing our films and offering insightful, practical feedback to help us achieve the strongest possible outcome. A true partner in every sense, combining strategic thinking with hands-on delivery. We wouldn’t hesitate to work with her again.” Howard Staines, Commercial Director, blowUP media About Services Experience Reputation DEI DE&I Services Experience About Outputs Case Studies Reputation Outputs Contact Case Studies Contact “ Last year, we made dramatic progress in building Zero Plus from its early beginnings as a primarily freelance organisation, into a fast-growing MSP in our own right. Whilst my team and I have loads of experience at building and delivering great technology services, we also needed to develop our own identity and brand. I’m not ashamed to admit – this is an area in which we needed expert advice. And for this, we reached out to Emma. Working with Emma on our brand refresh at Zero Plus was a gamechanger. She quickly cut through the noise and helped us understand exactly what we needed, what was possible, and how best to approach it to deliver real value to the business. She introduced us to a fantastic design agency, which brought the new brand and our great new website to life. But what really stood out was Emma’s ongoing support. She guided us through the entire process, from timelines to decision-making, making something that could have felt overwhelming feel structured and manageable. The end result is a brand and collateral we genuinely use day-to-day, not just something that looks good on paper. Emma brings a rare combination of strategic thinking and practical delivery, and I’d highly recommend her.” David Twynham, Co-Founder & Director, Zero Plus Reputation in market About Services Experience Reputation Case Studies DEI DE&I Services Experience About Outputs Case Studies Outputs Contact Reputation Contact MAD//Fest Panellist 2024 Campaign 40 over 40 Winner 2023 Interviews with Wellbeing Coaches 2023 Marketing Academy Scholar 2022 Most inspiring Senior Leader of the Year Winner 2023 Behind Channel 4’s Diversity in Advertising Award Podcast interviews with NABS 2023 About DEI Reputation Testimonials DE&I Testimonials GET IN TOUCH I do not believe in one-size-fits-all day rates. Rather than working to a fixed day rate, my fees are shaped around the scope, complexity, the scale of each project and outputs. To ensure pricing is right for you and your business, we’ll talk through your brief in detail, and I’ll recommend a clear, tailored pricing structure that reflects the value of the work. Outputs Services Experience About Fee structure Services Experience Outputs Case Studies Reputation Case Studies