WE HELP BRANDS TURN PROBLEMS 

INTO POSSIBILITIES

Untapped Strategy is an independent brand consultancy. We partner with progressive businesses to help solve today’s most difficult problems and anticipate tomorrow’s greatest opportunities.

WE COMBINE BOLD THINKING WITH

RADICAL OPTIMISM

Brands, businesses and humanity are all facing up to fundamental challenges. We believe that making progress in a complex world demands provocative thinking coupled with the belief that a better future really is possible.

WE ARE EXPERTS AT

ASKING ‘WHAT IF?’

We work directly with brands or partner with their agencies to ask ‘What If?’ of the world.

Here are some of the big, transformational challenges we’ve helped turn into opportunity for our clients:

What if Nike could harness its athletes to resolve sport’s most important tensions?

What if O2 + Virgin Media could create greater meaning from their merger?

What if Hellas Direct could make the leap from Fintech challenger to market leader?

What if the United Ukrainian Ballet could use the power of dance to overcome brutality?

We thrive on challenges like these - the more complex, difficult and meaningful, the better.

  • “Untapped Strategy came in at a critical point in our growth and was a highly effective partner in helping develop and focus our overall brand marketing approach. Nick got right to the heart of our challenges, he delivered incisive, provocative thinking and he was instinctively collaborative. Most importantly his work has helped set us up for our next stage of international expansion.” 

    Alexis Pantazis, Founder, Hellas Direct

  • “Nick is one of the very smartest strategic thinkers I’ve come across in my career. He has the gift of translating complexity into clear and actionable insights, strategies and plans. Nick is always a pleasure to work with, he is very low ego, open and collaborative. He would always be on my shortlist of ‘go to’ people for any significant piece of brand or marketing strategy work I need support with.” 

    Simon Groves, Director of Marketing., Virgin Media O2

  • “Nick has ben a great partner to our team. A strategic, storytelling mind, working with us on mining insights to formulate brand values, positioning and storylines for some of our key athletes. Nick is rigorous, creative and a pleasure to work with. I would love to work with him again”.

    Katerina Zherebtsova, Athlete Marketing Director, Nike

A POWERFUL APPROACH TO FINDING

UNTAPPED SPACE

How do we turn your problems into possibility? Through a simple but powerful framework that uncovers the Untapped Space your brand needs for the future.

It’s based around three strategic services that can be treated as a single process or separate modules:

UNTAPPED INSIGHT: An in-depth process of discovery and research that takes different perspectives to uncover the fundamental brand challenges and opportunities.

UNTAPPED VISION: An exploration of the brand position, narrative and vision that asks ‘What If?’ to give new direction for the future.

UNTAPPED INNOVATION: An articulation of a framework for internal and external innovation, brought to life through strategic proof of concept.

The result is disruptive new strategic insight, vision and innovation ready to transform your brand and business from the inside out.

UNTAPPED

PEOPLE

Untapped was founded in 2020 by Nick Docherty, a Chief Strategy Officer with twenty years’ experience in global brand transformation.

Before Untapped, Nick worked as a strategy leader for some of the world’s most innovative agencies, including ten years for Wieden + Kennedy on both sides of the Atlantic, finding new opportunity for brands like Nike, Heineken, Booking.com and Bud Light. He’s won multiple effectiveness awards including IPA’s, EFFIE’s and the inaugural Cannes Effectiveness Grand Prix.

After living and worked in the UK, US, France and the Netherlands, he’s developed a truly global approach to strategy driven by progressive values and a commitment to brand, business, people and planet. He can currently be found amongst the canals of Amsterdam with his wife, two young sons, and three bicycles.

Depending on the project, Nick taps into his wide network of experienced strategists and creative partners with the proven ability to find opportunity everywhere.

SOME PROVOCATIVE

UNTAPPED THINKING