STRATEGY WITH A GRUDGE.
I am a freelance creative strategist & comms planner who helps brands turn frustration into firepower.
Head of Revenge
I’m Daniel - or DDC if we’ve met before. I’m a Revenge Strategist.
That means I help brands find the thing they can’t ignore anymore; the frustration, the broken system, the norm that needs burning down, and turn it into creative firepower.
Because I believe the best brands aren’t just liked. They’ve got a little grudge.
The Revenge Approach
After 15 years in agencies (and launching three businesses of my own), I’ve learned that strategy doesn’t need to be polite. It needs to be clear, emotional, and unmissable.
Whether it’s Google, Dollar Shave Club, or a challenger brand starting out, my work helps brands see what they’re really fighting against; and how to win in ways people remember.
Revenge Strategy starts with a frustration; a ‘why does it have to be this way?’ moment and builds a brand that fights back. Not with chaos, but with clarity. Because taking revenge gets you noticed.
Think about it…
Dove doesn’t stand for beauty - it stands against unrealistic standards.
Patagonia doesn’t preach sustainability - it fought overconsumption.
Liquid Death didn’t join wellness - it mocked it.
These aren’t brand positions. They’re grudges, turned into creative power. And that’s what I do. I find the things that frustrates the customer and culture, and create campaigns that bit bite.
My Philosophy
Most strategy has become overcomplicated. Frameworks, pillars, and platforms/
I believe any strategy should be simple, directional, and outcome-focused.
Consumers see 3,000+ messages a day, so brands can’t afford to blend in. Brands need to find different, disruptive way to answer a challenge so it pays back. And revenge is the cut-through way to do this. This concept is born out a workshop I run called Be More Villain.
Raspberry Ripple
I love ideas. And I myself had grudge with an industry that made it expensive to source creativity. In 2021 I launched Raspberry Ripple, a creative collective that delivers 7 disruptive ideas in 4 days. Along with Creativity, Storytelling, AI and Strategy training to agencies and brands.
See it in action
The following are snippets of some of my creative approaches to clients challenges. Click the icons to read.
More available on request
Making a low interest, but important product, engaging to a new and younger audience.
Standing out ahead of competitors on a fraction of the budget to promote the new range.
Putting Google at the heart of the UK’s post Covid recovery by helping those that need it most.
Taking a deliberately focused and emotional approach to winning over ambivalent consumers.
Discover more about the workshop I run to help brands Be More Villain.
At its heart of Revenge Strategy is a 4M process that turns brand frustration into fame driving creativity:
Motive → Define your grudge.
Mask → Select your archetype.
Manifesto → Choose what you do and don't do.
Method → Unleash disruptive ideas.
My CV
I’ve held a variety of strategic and creative positions, for a variety of clients across the category spectrum. From supermarkets, to telcos and banking to tech , and many more in between. I’ve been responsible for 3 year strategic plans to implementational ideas that cut through.
In addition, I’ve also launched three start-ups, one in publishing, one tech platform and now Raspberry Ripple which is already working with some well-known SME’s.
I’m based in London, and happy to travel within the UK when required.
A Few Testimonials…
“Daniel brings with him a strong strategic mind, a creative heart and a drive to get things over the line. He was a key advocate for creativity across the business and an excellent collaborator with various departments and lifting the output of the teams he worked with.”
— Nick Baughan, ex-CEO Maxus
“Every now and again in your career you meet someone that from the very first hello you know they are going to be fabulous. Daniel has never let me down. His passion, work ethic and sheer bloody mindedness has created some of the best planning work I’ve seen.”
— Jen Smith, Co-Founder Craft
“Daniel is a brilliant creative thinker. He never stops looking for the most creative and distinctive ways to solve client problems. I loved working with him at Mindshare, he brings rigour to his strategic planning and is clear, concise and collaborative in how he works. He also always hits his deadline!”