who we are

Some people love art, some love chemistry, some even love trains.
We love brands & creating amazing futures with like-minded souls.

We think life’s too short for a job. It should be an adventure.
We think the world’s too full of self-important, self-serving consultants.

That’s why we have made it our purpose to

“inspire and empower a world of brand evangelists.”

the approach the team the home group
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whole brain branding™

The marketing world is now waking up to the power of neuroscience, but its what we’ve been practicing since our birth in 2000.


Our entire approach is based around the concept of whole brain branding™ – understanding how we and our consumers think and then applying a fusion of precise art and beautiful science to create extraordinary possibilities that work.


Its why our innovation, positioning and insight programmes create true behaviour change. Its why we have tripled concept success rates. Its why we can embed a brand religion in an organisation from board to shop floor. Its also why we don’t have standard processes – brains don’t work that way…

brandventures™

If you spend your life having things given to you on a plate, you stop getting hungry. That’s what we saw in businesses that depended heavily on outside consultancies to bring them answers.

We believe the future lies in collaboration. That’s why we take our client partners on creative journeys we call brandventures. We bring process, tools, external scientists from our Techo-thinktank and inspiration from other countries and categories BUT we create possibilities with you that you can embrace with head and heart.

Its also why we created FUSION FUEL, our prosumer™ collaboration business…

meet the team

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  • Myles Ritson

    Founding CEO

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    Myles Ritson

    Founding CEO

    Experience

    Myles is a founding partner of fusion and responsible for developing fusion IP while driving chunky Insight, Positioning and Innovation projects. In a previous life he started at P&G and then the National Trust, where The Lake District itself was his brand, before becoming Global Marketing Director at Reckitt. His P&G & Reckitt days made him an expert in toilets, but since then he has worked on more than 250 brands and over 60 countries with some of the world’s greatest global and fiercest local brands.

    Why Myles founded fusion

    As Global Marketing Director, a bill for £1m for a Big 5 consultancy project (that verged on unworkable), and the offer of a Managing Director role combined to encourage him to leave to create a different kind of consultancy, one that allowed him to indulge in and share his passion for brands.

    Following that instinct has led to projects from reinventing water to repositioning the world’s largest skincare brand, from humanising banks to building ecosystems for breakthrough stroke-prediction devices, from insights into acne to customer service breakthroughs in hospitality. And even occasionally, the odd toilet project.

  • Nina Aggarwal

    Global MD

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    Nina Aggarwal

    Global MD

    Experience

    Nina builds high-performing teams that move fast, think sharp, and deliver impact. From Procter & Gamble to Reckitt, she’s turned global brand ambition into commercial reality; always with clarity, energy and edge. Now she leads fusion with the same intent: building teams that don’t just perform, they set the benchmark.

    Why Nina founded fusion

    Give Nina a challenge and a team, and she’ll give you a movement. fusion was built on a belief: people are capable of more than they think. Nina helps them prove it; bravely, brilliantly, and with impact that lasts.

  • Patrick Tully

    Managing Director and Partner | IMA & fusion

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    Patrick Tully

    Managing Director and Partner | IMA & fusion

    Experience

    Patrick started out at Diageo and William Grant & Sons, shaping global brand strategy at the top tier. But curiosity pushed him further. He moved into consultancy as a Managing Partner, diving into innovation and strategic growth. That path led him to fusion, where he took on a bold mission: expand into Asia Pacific. Landing in Sydney, he built a thriving business from the ground up, working with iconic brands across borders and categories.

    fusion and Patrick

    Patrick blends big-brand thinking with sharp human insight. At fusion, he unlocks performance by unlocking people—challenging, listening, and lifting those around him.

  • Caroline Cutress

    Consulting Partner

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    Caroline Cutress

    Consulting Partner

    Experience

    Caroline’s career kicked off in healthcare with Schering Plough before moving into beer brands like Fosters Lager and Miller Lite. Whether pharma or pints, her superpower has always been understanding people. She’s built a career on sharp insight and smart brand thinking—switching gears seamlessly between big-picture ideas and precision execution. Caroline cuts through noise, finds the signal, and moves work forward with purpose and pace.

    fusion and Caroline

    Caroline is fusion’s oracle. Calm, curious, and endlessly generous, she shares wisdom without ego and always makes time for others. When in doubt, we call Caroline.

  • Sarah Williamson

    Consulting Partner

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    Sarah Williamson

    Consulting Partner

    Experience

    Sarah knows FMCG, consumer healthcare, and pharma inside out—shaped by years in marketing at Cadbury and GSK, and deep agency-side experience. Her focus? Building marketing capability that sticks. She helps teams do the real work and do it brilliantly.

    fusion and Sarah

    Sarah is endlessly curious about people and brands. She asks the questions that get to the heart of the challenge, blending rigour with imagination. Whether in a workshop, a meeting, or a quick-fire huddle, she brings clarity, energy, and collaboration; because for Sarah, bringing out the best in others isn’t a strategy, it’s second nature.

  • Juliet Oosthuysen

    Consulting Partner

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    Juliet Oosthuysen

    Consulting Partner

    Experience

    Juliet spent most of her career client-side, leading brands across FMCG, retail, healthcare, pharma, beauty and hospitality. A former brand director and board-level operator- including at The University of Staffordshire – she finally joined fusion in 2022 after years as a trusted collaborator.

    fusion and Juliet

    Juliet carried fusion thinking long before she joined. For her, it’s not just a method, it’s a mindset. She brings clarity to complexity, precision to language, and warmth to every relationship. Creative, rigorous, and a great cultural fit, she was happy to come home.

  • Deborah Perry

    Consulting Partner

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    Deborah Perry

    Consulting Partner

    Experience

    Deborah knows skincare, beauty, and wellbeing inside-out, honed over two decades leading foresight, insight, innovation and incubation at Boots. She’s steered strategy, positioning, and capability work for global icons and challenger brands alike, always pushing beyond the expected to spark fresh thinking and brave ideas. Clients don’t just feel inspired – they get ignited.

    fusion and Deborah

    Deborah’s a provocateur at heart, fearlessly exposing the superficial and unlocking meaningful possibilities. She rewires thinking, connects the dots others miss, and helps teams unbottle their creative genius to create opportunities previously unimagined

  • Natalie Greatorex

    Consulting Partner

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    Natalie Greatorex

    Consulting Partner

    Experience

    With a career spanning both agency and client-side roles, Natalie’s built strategic range across categories, including FMCG, skincare, apparel, and financial services. From brand positioning to planning and proposition development, she’s delivered work that balances big-picture thinking with commercial sharpness.

    fusion and Natalie

    At fusion, she brings order to chaos. A strategist who connects dots, Natalie’s all about clarity, simplicity, and plans that actually land. She’s a detail-slayer, a collaboration champion, and your go-to for integrated thinking that drives brands forward.

  • Christina Miller

    Senior Consultant

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    Christina Miller

    Senior Consultant

    Experience

    Christina brings deep category knowledge across travel, finance, tech and retail, and knows how to make brands resonate from the inside out. Whether shaping positioning or building capability programmes, she focuses on empowering teams and embedding brand thinking that sticks.

    fusion and Christina

    For Christina, it’s all about the people. She sees the heartbeat behind every brand and builds strong, empathetic connections; whether with clients, teams or partners. Marketing works best when it listens, and Christina makes sure every audience is heard.

  • Sam Bannister

    Fuel Director

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    Sam Bannister

    Fuel Director

    Experience

    Sam gets consumers—because he’s spent decades listening to them. With deep roots in research leadership, he’s worked across almost every sector, with standout expertise in FMCG, retail, financial services, and health & beauty. He’s endlessly curious, digging past the obvious to uncover insights that drive real impact.

    fusion and Sam

    At fusion, Sam is our link to the real world. He keeps thinking grounded, strategy sharp, and conversations human. Clear-headed, practical, and always insightful, he helps turn knowledge into momentum.

  • Anna Hodgson

    Head of Operations | IMA & fusion

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    Anna Hodgson

    Head of Operations | IMA & fusion

    Experience

    With a sharp eye for detail and a no-nonsense grip on deadlines, Anna turns complex, high-pressure projects into smooth, streamlined deliveries, In short, she makes the messy manageable, so brilliant work always gets out the door – on time, on budget.

    fusion and Anna

    After 15+ years at fusion, Anna now steers the ship across both fusion and IMA. As Head of Operations, she keeps the engine running, the work flowing, and the people focused. Need clarity, direction, or a reality check? Anna’s your go-to. Around here, she’s less of a manager, more of a mission control. We’d be nowhere without her.

  • David Bunn

    Design Director

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    David Bunn

    Design Director

    Experience

    David’s no stranger to variety. He’s navigated the fast pace of start-ups, the grit of growing SMEs, and the scale of global corporates; always adapting, always delivering. From category to category, he brings a curious mind, a sharp eye, and the instinct to spot what really matters. Whatever the brief, David makes it click.

    fusion and David

    For David, strategy is just the starting line. He brings thinking to life through visuals that speak volumes, adding flair, focus, and that final polish that turns smart into standout. He’s the one who makes the work sing and makes sure it doesn’t just land, it leaves an impression.

  • Hannah Bosomworth

    Delivery Manager

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    Hannah Bosomworth

    Delivery Manager

    Experience

    Hannah is the calm, clear force behind every seamless project. With experience across retail, healthcare and more, she balances big-picture thinking with precision delivery to keep momentum moving and teams on track. Clients trust her to deliver. The team trusts her to hold it all together. And she does – without ever breaking a sweat.

    fusion and Hannah

    At fusion, Hannah is the go-to. Steady, sharp and quietly brilliant, she builds the conditions for creativity to thrive.
    Whether she’s shaping a workshop or keeping ten plates spinning, she brings clarity, warmth, and a reassuring sense that everything’s under control.

The Home Group

To provide a greater and truly full service, we combine a group of agency specialists that work together to help grow brands.
So, we also create beautiful packaging for retail products and combine consultant know-how with agency delivery to create a sustainable impact on brand performance.

Home

Home is a flexible, agile, strategic marketing partner combining consultant know-how with agency delivery to really help brands grow. There are now over 200 Homies working across four offices in Leeds, London, Gibraltar and New York.
We believe an idea is always stronger when built from multiple perspectives. Blending insight, creativity, data and technology, we know how to influence the entire brand experience, creating a sustained impact on brand performance.

With a client list including Argos, Asda Money, Jaguar Land Rover, Jet2.com & Jet2holidays, Kohler Mira, Principal Hotel Company and Science in Sport, Home is proud to have been named one of the Top 30 Agencies in the UK, as well as becoming a Google Premier Partner and featuring in the Top 1000 Companies to Inspire Britain.

Chilli. The Food Brand Workshop

CHILLI is a leading brand and packaging design consultancy within the food and drink sector, focusing on strategic projects covering brand creation and brand development delivered through impactful packaging design.
Our insight-driven model gets right to the very heart of brands, as well as the market and the consumer profile.

By establishing precisely what makes everything tick, we create solutions that make brands grow stronger.
With a portfolio including work for Butterkist, Fox’s Biscuits, Hartley’s, Lakeland, Percol Coffee and the Co-op, CHILLI is proud to be one of Design Week’s Top 100 UK Consultancies and also features in The Drum’s Top 100.