After graduating with a degree in History from Cambridge University, I joined Y&R Media (now MEC) as a strategist. After three years there, I made the move into research and joined the Starcom Intelligence Unit. I joined Mindshare’s Business Planning team in 2007 specialising in consumer insights around new media behaviours. I currently run our future_medialab research programme which aims to assess the opportunities around emerging media and technology, and to help invent the future of media for our clients.