Tom Warden

Tom Warden

Senior Strategist at Siegel+Gale
United Arab Emirates, United Arab Emirates


I believe that great impact and innovation needs to come from disciplines beyond our default field of view. I believe that a multidisciplinary approach is important and necessary to solve problems facing business and society.

In addition working through multiple industries in a variety of roles, my study has taken me through a wide range of disciplines in order to achieve this way of working.

I help clients improve their brand as an asset of their business and understand its role in society.

Having worked throughout developing nations in Asia and Africa I have seen the effect brands and business can have on society and the environment. Whether in rich countries or poor, I believe that brands will need to increasingly connect with customers through improving lives, not impairing them.

I spent several years working throughout the Asian and African continents, for various leading multinational businesses across the service sectors. I have worked for luxury hotel groups, liquor companies and an emerging international airline.

Looking for involvement in challenges outside the liquor and lodging sectors I returned to New Zealand, attained a masters degree and became a senior strategist for a global brand consultancy.

Always reading, always learning. My areas of research are: brand innovation through sustainability and resilience, place branding, corporate citizenship and 'base of pyramid' development.

Sector Experience


Senior Strategist
New York, United States
September 2016 - Present (1 year 6 months)
LocationEurope and Middle East
Senior Innovation Strategist
Dubai, United Arab Emirates
2015 - 2016 (1 year)
Jumeirah Central - brand strategy
Dubai Holding - corporate wellness programme, brand architecture, brand strategy
flydubai - brand strategy, OPEN Rewards: customer journey, naming, brand strategy, verbal identity
Majid Al Futtaim - brand comms strategy
Jotun Powder Coating - brand strategy, CRM strategy, comms planning

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