I provide cultural intelligence (CQ) to brands. The kind AI can’t deliver.

I’m Giles Crouch, a digital / cultural anthropologist with 20+ years as a marketing executive, 12 as a CMO. Those years managing multimillion dollar budgets taught me that culture is where all marketing starts. The in the age of AI, Cultural Intelligence (CQ) is more vital than ever.

Before buyer psychology kicks in, you need to have the CQ on your audience. It’s the why behind the what of your data. AI (LLMs) analyse documented culture brilliantly. But they can’t spot emerging cultural trends and patterns or decode them. CQ requires human cultural understanding where market opportunities form. I help brands navigate and leverage CQ.

I turn cultural chaos into brand advantage.

Pre-campaign cultural scans. Reputation analysis. Digital brand audits. Competitive intelligence that spots what your rivals will do next quarter so you can do it first. Every service built on one principle: cultural intelligence isn't a nice-to-have. It's brand insurance in a complex, rapidly changing world.

I’ve been featured in WIRED, Forbes, National Geographic, CBC News, CTV News, BBC Channel 4 and others on the intersection of culture and technology. And I’ve delivered many speaking engagements and keynotes. Check some of them out here.

I’m also managing partner and Chief Strategy Officer at HumanMedia Inc., a marketing agency focused on the health and wellness sector.

You can also find me on LinkedIn. And my Substack here.

So. Let’s have a chinwag:

Email: giles@nordspark.com
Mobile: +1.902.329.7240
Based: Halifax, Nova Scotia | London, England

P.S. - Check out my Field Notes for real-time insights on digital culture and emerging trends. Or see my recent media interviews where I break down what's actually happening in digital communities.