Dan Germain has worked at Innocent since the company started in 1999 and is the company’s Head of Creative. One of the country’s best loved brands, Innocent started making smoothies in 1999 and from selling 24 bottles on the first day now sells over 2 million a week. These days his duties include running the in-house creative team, and overseeing all design, copy and creative tasks, from web to books to packaging to advertising.
His greatest achievement is helping to create the brand, tone and bad jokes that people have come to associate with Innocent. He tells the story of how they came to be one of the UK’s most successful business start-ups, and it’s a story that involves entrepreneurial ability, innovation, creativity, original marketing and fruit by the bucketload.
Dan focuses on specific areas, such as the key to effective marketing; how to get noticed without spending a lot; how to start your own business; building a brand from nothing; tone of voice; and innovation and creativity on a tight budget.
Clients include Orange, Unilever, O2, BBC, Shell, Interbrew, Cancer Research UK, Ogilvy and Mather, Creative Review, Five TV, Lever Faberge, Coors, EMAP, ?WhatIf!, Marketing Week, D&AD.
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