Founder of the company, Malcolm helps brands compete and communicate better in rapidly changing cultural contexts. Involved in the application of semiotics to brand strategy since the early 1990s, he specialises in cross-cultural communication. He has particular interests in extending the reach of cultural brand analytics into emerging markets globally and into areas of cultural and social change that challenge received marketing wisdom around individualism, aspiration and consumption.
Winner of three UK MRS Conference awards, including Best Paper twice for joint presentations with clients (Michael Harvey of Diageo and Katja Maggio-Muller of P&G) and winner of WPP’s Atticus Grand Prix award. Malcolm also runs the Advanced Semiotics training programmes for the UK’s Market Research Society and for ESOMAR.
Before Space Doctors, Malcolm wrote, researched and taught on literary, cultural & design semiotics courses at universities in UK, US, Germany and Japan. He worked as a consultant with Semiotic Solutions and as Added Value’s Director of Semiotic Insight, inspiring the roll-out of their Decoder methodology internationally across the group. Malcolm maintains a flow of new thinking into Space Doctors through ongoing academic connections. He is also joint founder of the online independent culture & semiotics magazine semionaut.net