Piers Guilar

Group Director, Brand development, based in London

In his career as a brand strategist, Piers has convinced a client to put giant porcupine decals on cars across Europe, logged time in funeral parlors to learn how they function and chatted with one of the most famous Formula 1 race car designers in the world. “Within our work,” he says, “we experience some truly unusual things.”

Piers balances his appetite for the offbeat with his enthusiasm for precision. (He read all of Ian Fleming’s James Bond books—in chronological order). At Siegel+Gale, that combination helps him to create strong, memorable brands for our clients in the UK.

Piers started his career in advertising at Saatchi & Saatchi, where his projects included work for The Army, Toyota, Mercedes-Benz and Harley Davidson. He left advertising for a six-year tenure at Interbrand as the lead strategist on projects for clients including Orange, Barclays, McLaren, Conservative Party, National Lottery and the Co-op Pharmacy. Piers then joined Jones Knowles Ritchie, where he worked to bring planning capabilities to the world of fast- moving consumer goods. His JKR client roster included Diageo, Britvic, Greene King and Mars. Piers returned to branding in 2007 as the head of strategy for Futurebrand’s London office, where he led brand strategies for Nokia, Wasa and Cobham.

Piers received an MBA from Imperial College. He regularly comments on branding issues in the media, including BBC, Sky News, CNBC, Channel 4, Channel 5 and Radio 5 Live.