Phil began his career in marketing, after completing a degree in Psychology, Computer Science and Simulation. He moved from wanting to create brand images out in the world, to wanting to understand how people perceived brands, and so migrated into a research environment. Working for large FMCG brands like PepsiCo and Nestle, Phil steered his research career towards futures; using research to help forward-thinking brands create products that would speak to future markets.
From imagining what the future might look like, Phil segued naturally into design. His aim now was to be part of a movement where design is used to uncover those things people find valuable, and then adapt and create products and services that better serve them; customer-centric design.
“I spent six years contracting before coming to EY-Seren in 2017. I accepted a permanent role here because it gave me the opportunity to grow a very busy Service Design practice; a challenge that wasn’t open to me as a freelancer. I gained a lot of valuable experience as a freelancer, but there comes a point where you reach a ceiling.
I had previously grown a Service Design practice while working in Edinburgh, and I wanted the opportunity to do that again. EY-Seren has access to exciting projects, large, influential clients, and is expanding rapidly. For me, it is an exciting time to be with a company when it is growing; being part of defining an organisation’s future.
That is what I enjoy about our client work also; that we are helping organisations develop their capabilities and vision. We are on the edge of a tipping point, where organisations are realising that priorities are shifting, and that finding a niche is also about understanding purpose and the role they play in a wider context. The future of business lies in companies embracing their role in delivering a better world and in delivering more meaningful products and services that enable people to live better lives. It is very rewarding to be part of that shift in attitude.”