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A London based brand consultancy

We put strategy at the heart of everything.

According to the majority of CMOs, BRAND STRATEGY is the most vital capability they need. It’s why the majority of our clients seek us out.

Companies are struggling to make sense of things and need experienced, knowledgeable partners to help. That’s what we do. We are a strategic, brand consultancy that helps figure out the best way forward to deliver the best results for people and their organisations.

Our approach isn’t new. Nor is it full of jargon. It’s just better. Tried and tested techniques, employed over decades of working with the best brands, people and agencies.

We use primary and secondary data, a range of analytics tools and a lot of headspace to properly diagnose the situation. We then build strategy from the bottom up. Audience segmentation. Audience targeting. Brand positioning and brand narrative.

Once the direction of travel is agreed we figure out the best of getting there via creative.

It’s that simple. Discovery to better understand the problem using advanced analytics and brain power. Diagnosis isolates the critical issues – the ones that are really affecting business –  and builds a smart strategy to tackle them. We then build a creative programme that targets the problem using multiple channels to surround sound it. And then measure and refine as we go. Doing things in that order is better.  Doing things together is better.  Being integrated is better.

Discover. Diagnose. Deliver.

Multi-layered expertise

Build Better Brands


MMBA  marketing
MMBA brand management
+25 years experience

Brand diagnosis

Customer targeting

Brand positioning

Brand narrative

Marketing plan

Creative platforms

Deliver Better Ideas


80+ award recognitions
across marketing,
pr, social & digital

Creative rooted in strategy

Creative platforms

Channel integration

Tactical ideas

Global to local


Create Better Culture


Qualified change experts
helping FTSE 100 clients
deliver critical change

Change management

Internal engagement

People mentoring


A Better Planet

A BETTER PLANET: brand consultancy in London


Developing thought leadership platforms

Commissioning research

Producing white papers

Creating change campaigns

Sentient was founded by agency veteran, Daniel Cohen.

Over the course of his career, Daniel has created many, multi-award-winning, global and domestic campaigns for a veritable ‘Who’s Who” of brands.

Roles have included head of strategy for various British Government departments and Global Head of Strategy and Creative for British Airways across 64 markets. He was Head of Strategy and Creative for Diageo and various brand groups within Pernod Ricard and lead creative for Hilton across Europe. He was the client lead across Nestlé’s business, the National Lottery and Skype. And he led the franchisee programme for McDonald’s, including McJob, as well being global lead creative for PayPal.

Responsible for building three of the UK’s most successful agencies

He was responsible for building three of the UK’s most successful consumer agencies in Harrison Cowley, Trimedia and Grayling. He also built Atomic across EMEA, a renowned integrated shop and the pioneer of analytics in PR. It was an agency which would go onto be heralded as the ‘Moneyball of PR’ due to its advanced way of thinking and its ability to create truly integrated programmes. Daniel was also noted for being one of the first agency heads to introduce proper flexible working; where all members of staff, regardless of level, were free to choose when and how they worked.

As SVP EMEA, Digital and Consumer at LEWIS, he was responsible for integrating and strengthening practices across eight markets. His roles have included Global Strategic and Creative Director, Global Head of Brands, Managing Director EMEA and Executive Board Director. He has also been included in PR Week’s PowerBook, which celebrates PR people who lead the way in their respective areas.

A network of strategic, creative and production geniuses providing brand consultancy and more

To drive campaigns forward, Sentient is surrounded by a collective network of strategic, creative and production geniuses. People who are brilliant at what they do and who decided that they’d had enough of spinning the wheel in traditional agency life.

It means clients get the best and smartest people, delivering smart strategies and creative communications, when they need them. Everyone gets involved in activation and everyone is deeply passionate about helping people and organisations to be better.


Daniel Cohen Brand Consultancy
Sentient - a brand consultancy in London

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