Stephen Cheliotis has joined Gravity Global, the world’s most awarded complex markets and B2B marketing consultancy, in the newly created role of Global Brand Insights Director, further strengthening the Group’s belief in putting brand strategy, data, and technology at the core of delivering transformational growth for its clients.
A high-profile authority on brand, and regular commentator in the media, Stephen is Chair of the UK Business Superbrands, Consumer Superbrands, and the CoolBrands Council – a role which he will continue.
Since starting his career at Brand Finance in the late 1990s, Stephen has provided research, trends, insight, and strategic branding advice to both established and challenger brands across a wide variety of B2B and B2C sectors. He founded The Brand Network, an insights and event business working with over 150 leading global brands and has run The Centre for Brand Analysis (TCBA) since 2006.
Stephen says it is an exciting time to be joining the company’s innovation team, spearheading Gravity’s proprietary F.A.B. (Fame. Admiration. Belief.) growth framework: “I’ve seen Gravity demonstrate the real value of F.A.B. in the work it has done for clients that have become Superbrands as a result,” he explains.
“F.A.B is clinical in its identification of what drives growth in market share throughout the customer engagement journey – all the way from what we think of as ‘brand to demand’. It is also able to assess how the brand is performing against its direct competition at each point in that journey.”
Stephen is also excited by the investment Gravity is putting behind the framework: “I have a team of data analysts and research strategists, as F.A.B. draws on huge amounts of data to analyse complete marketing performance for brands and deliver readily actionable results” he adds. “I’ve got a significant martech stack at my disposal to source that data, and technology platforms to better visualise their performance and to find opportunities to outperform their competitors and optimise marketing spend to drive transformational growth.”
Gravity Global Group Chief Executive, Mark Lethbridge says Stephen’s appointment is exciting news for Gravity’s clients:
“Stephen’s deep expertise will bring even more strength and depth to what we can deliver for our clients globally, with F.A.B. helping businesses decode complexity and bring strategy, data, technology, and innovation together to unlock brand performance.”
Stephen will be based at Gravity Global’s London office and will be working with teams from Gravity’s 15 offices worldwide.
He will be a Gravity keynote session speaker at the B2B Ignite conference in Chicago in May.