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Core disciplines: Brand Activation, Brand strategy, Branding / design, Innovation/NPD/Service Design

One of the Top 30 most viewed agencies for 2016

Key people

James Byrne
James Byrne LinkedIn
Growth & Reputation Director

Having begun his career in import and export living and working in Spain, James entered the world of branding and design at Claessens International, combining business development with account management for premium drinks and food clients. There he managed and grew several key accounts including Diageo, The Nolet Distillery (Ketel One vodka), Heineken and Grupo Modelo (Corona) in Mexico.

He then spent four years leading business development at bluemarlin in the wider FMCG sector, opening and developing key accounts such as Unilever, Danone, Pernod Ricard and Church & Dwight.

Before joining Dragon Rouge, James led business development in corporate branding for Saffron, established by Wally Olins. Key client wins included Gulf Air, DONG Energy, University of Oxford, M7 Group, Mourant Ozannes, Stewarts Law, Kyocera and The V&A.

At Dragon Rouge, James is in charge of all marketing, business development, communications, and content for Dragon Rouge in London.

Joe Hale
Joe Hale LinkedIn
CEO, London

Joe is the Managing Director of Dragon Rouge London. He has over 15 years experience in brand strategy and marketing communications and has led significant rebrand and positioning projects for global clients such as Rio Tinto, M&S, eBay, InterContinental Hotels Group, Hempel and AkzoNobel. 

He brings clear-sight, creative thinking and inexhaustible energy to complex projects, helping clients focus on the most effective route to achieve their business strategy and marketing goals. Joe's passion lies in helping organisations wire simple and powerful ideas down through their business. 

He is a member of the Marketing Society and a frequent speaker at specialist industry and sector conferences. His experience and passion for all things digital means he brings a fresh perspective to our work. 


Kate  Waddell
Kate Waddell LinkedIn
Global Insight & Innovation Director

Kate has a rich knowledge of consumer trends and how brands are driving them and responding to them. Her experience spans strategy, innovation and research across most sectors from confectionery to charity, grocery multiples to petrochemicals, travel to pharmaceuticals. 

Whilst at Dragon Rouge, her clients have included Sainsbury’s, Jacobs, B&Q, Diageo, Heineken and Arla. Before that she headed up the consumer offer at Brandsmiths and was an Associate Director at Interbrand.

Dorothy MacKenzie
Dorothy MacKenzie LinkedIn

Dorothy is usually to be found talking and working with clients in their offices, discussing ideas and solutions with the teams at Dragon Rouge or helping to guide and develop the agency’s talent. She also finds time to speak at conferences and explore and write about the top issues brands face. Dorothy’s particular focus of interest is integrating sustainability into brands, something she’s championed since the outset. Dorothy is a Non Executive Director to the Board of the Carbon Trust.

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