Darren Watson

Darren Watson

Independent Brand Experience Consultant at WATSON&
Singapore, Singapore

Summary

I’m a curious thinker, experience maker and doer. I see what I do as a journey more than a job.Infatuated with the role brands and shopping have in this dramatically changing world and how their experiences can make people's lives better.
A senior retail brand creative director from London with over 20 years experience spanning categories and countries. I’ve had the opportunity to work with the most respected brand consultancies working with some of the worlds most adored brands.The last decade of adventures across Asia have made Singapore my home. I see Asia as the beating heart of the most advanced consumer and a constant source of inspiration.
I believe true transformation comes from long term partnerships and collaborations.My 12 years of work with the Forbes awarded most innovative brand Asian Paints is testament to this belief. Across all the clients and projects I've strived to deliver to performance metrics with deep, meaningful change across and beyond their business.
Change is the only constant now amplified by disruptive technologies.More than ever brand experiences are now dictated by consumers whose expectations are rarely matched.As online shopping becomes the norm I believe brands and their experiences need to evolve.Importantly the role of physical experiences now offer the most authentic and important moment of interaction for brands.
- Building memories through emotive experiencesI believe great brands are now made through emotive design building memorable experiences connecting people and communities around their goals.
- Building advocacy by helping people achieveIts no longer what they will buy from you but how we help them achieve.A shift from 'story-selling' to 'story-doing' with consumer as the star of their own life-story.
- Value of Time; the new currency of experienceBeyond channels to staging contextual experiences where and when it matters.How do your audience want to spend time and save time with you. 

Positions

Independent Brand Experience Consultant and freelance Creative Director
WATSON&
December 2016 - Present (10 months)
I partner with ambitious business leaders and collaborators to create radically better brand experiences.

I believe true transformation comes from long term partnerships and collaborations.
My 12 years of work with the Forbes awarded most innovative brand Asian Paints is testament to this belief. Across all the clients and projects I've strived to deliver to performance metrics with deep, meaningful change across and beyond their business.

Change is the only constant now amplified by disruptive technologies and the agency world hasn't kept pace. I see this as the opportunity to think and act differently with a new approach to respond to this ‘experience gap’ where people meet brands.

- Brand experiences with people at the heart, nothing less, nothing more
Focused expertise across brand and retail strategy, customer journeys, experience design, prototyping, technology, analytics and production: everything you need to stage, make and amplify a successful brand experience.

- Prototypes not presentations
From over twenty years of design experience I’ve learnt the best solutions come from an energetically collaborative process based on a clear challenge, agreed success measures and an agile approach of rapid prototyping and improving. Less time invested in lengthy design phases, presentations and arbitrary deliverables.

- Consultant, collaborator or coach: 
Focused, flexible and fit to you
As a freelancer or collaborator within your design consultancy or business. I can take on specific projects or curate the A team from a global collective of strategists, storytellers, designers, sensorial experts, technologists and production specialists to fit the bill.

Theres never been a more exciting time for brands and shopping...
If you're a brand that wants to get closer to your audience
a consultancy with a specific freelance project need
or collaborator that wants to work on the most ambitious brand experiences.

Let's create something great together, get in touch.
Consulting Creative Director
FITCH
December 2016 - Present (10 months)
A senior creative director consulting at one of the most respected brand retail consultancies, working with some of the worlds most ambitious brands.
After just over twelve years at FITCH and in the true spirit of collaboration I'm continuing with focused senior team consulting and project coaching across selected key brand programmes.
Responsibility includes brand and retail strategy, customer journeys and experience design.
Making and amplifying a successful brand experience.

Currently designing the future of...
Real Estate
Mobility
Wellbeing
Executive Creative Director
FITCH
February 2015 - December 2016 (1 year 10 months)
Creative Director
FITCH
January 2005 - February 2015 (10 years 1 month)
Creatively directs the work from the Asia studios of FITCH.
Studio leader
i-am associates
January 2001 - 2005 (4 years)
Creatively directs the work from the I-AM studios, based in London.
Designing and delivering 360 degree brand experiences that delight customers, build brand advocacy and drive business performance.
Brands and experiences across banking, Food and Beverage, Fashion, Real Estate, Telcom and Tech, Home and Decor and destinations.
Senior interior Designer
The Design Solution
1998 - 2001 (3 years)

Education

BA Hons Architecture

Middlesex University, London NW4 4BT
1992 - 1996 (4 years)

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