Data tells you what. Culture tells you why. I deliver cultural intelligence.

The best marketing doesn't just capture attention; it captures cultural truth. I'm Giles Crouch, a digital/cultural anthropologist with 20+ years as a marketing executive (12 as a CMO) all those (pre-AI, ha!, and yeah, I love working with AI tools!) years managing multimillion-dollar budgets taught me this: knowing your market's cultural DNA isn't just insightful. It's the difference between marketing breakthroughs and careers that break down.

While your competitors translate words, I decode worlds. Through my years of netnographic research and cultural intelligence (over 200 projects delivered BTW), I find those invisible patterns that make audiences connect or reject a brand. The cultural tripwires no focus group or endless surveys can tell you about. The "why" behind the data everyone else has but nobody understands. The kind of insights Claude or ChatGPT can’t deliver…because they don’t understand culture.

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.