Five minutes with... David Gray

Tell us about your role at Creative Leap

As CEO I am responsible for the overall health and wellbeing of the company. I also make great coffee and stand drinks at the bar.

What's the biggest/most exciting challenge in the pharma/wellbeing/beauty industry for the coming year?

Succeeding in the emerging space we call ‘enjoyable wellness’ presents a challenge to established brands. Traditionally brand identity and visual language, category navigational codes, design cues, copy and claims have been very different in healthcare and FMCG. Attempting to blend previously distinctive design codes can create confusion amongst consumers and disrupt shopper behaviour - often to the detriment of legacy brands & businesses.

Working out how established brand owners navigate the complex ‘grey’ areas between food and health to create distinctive, relevant and credible propositions that engage consumers makes for exciting times!

Who's branding do you most admire and why?

The BBC. Recognised worldwide for world-class programs and broadcasting excellence. Trusted by millions of people all over the globe. There are very few brands that have truly delivered so well on creating MEANINGFUL DIFFERENCE.

What's the best business advice you've been given? 

My mum quoting the bard:

To thine own self be true, thou canst not then be false to any man.

What's your favourite guilty pleasure?

Kentucky Fried Chicken Boneless Dips. There is just something about the Colonel’s blend of herbs & spices