Welcome to Curious Industry

man with moustache

We are a small, global strategy and innovation consultancy founded in London in 2013.

We passionately believe that strategy and innovation cannot be separated. Both have to be done brilliantly and together.

We apply this principle in all that we do: creating brands, propositions, business strategies, product innovation, and tactical plans.

The skills at the heart of our work are creativity, commercial pragmatism, and emotional insight. We deliver actionable results that will excite and motivate your business, customers, and consumers.

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Our Clients

We work across multiple industries and across the globe on projects and programmes
that are changing the fortunes of some of the biggest and
most exciting companies and brands in the world.

novo nordisk
full tilt
vifor pharma
Cancer Research UK
johnson and johnson
live nation
marie stopes
sab miller
zenith optimedia
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Work We're Proud Of

We have many tales of our experiences, and we’d love
to share them with you on a call or in person. Here are a few…

For a leading drug manufacturer in the Nordics facing flattening sales, we discovered 16,500 patients that nobody knew existed.

For an international drinks brand looking for product innovation, we created a new energy drink, evolving from initial concept to full-scale national launch in just 10 months.

We worked with the world’s largest employment website to optimize their comms strategy, resulting in a 15-percentage-point increase in consumer engagement.

We created a customer journey for a premium travel brand, leading to the launch of ground-breaking ideas that boosted their NPS ranking by 98 places.

We partnered with one of the world’s largest food and drink companies to define a 10-year vision leading to the launch of 5 major innovation work-streams.

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Our approach

Every business problem is unique, so we operate on principles, not process.

gold miners

You don't need more ideas

Focusing on strategy and insight produces fewer ideas,
but with greater potential, saving time and resource for iteration.

find the possible, make it inspiring

Commercial results don’t come from blue sky thinking, but rather from
applying creativity to your assets and constraints.

workshops don’t

Workshops are tools of exploration and opinion gathering - but
they're rarely the source of the final answer.

The team should fit in a car

A small empowered ‘editorial team’ behaving like entrepreneurs can
achieve far more than a large, consensus-driven committee.

Get on with it

Speed and agility produce big and exciting results.
Obsessing over perfection and completeness can kill inovation.

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Meet Curious Industry

We use only senior talent - each of us with
over 20 years experience leading and transforming businesses

Meldrum Duncan

Meldrum Duncan


Meldrum began in advertising as an account director, strategy planner and then a copywriter. He went on to be a consultant at What If, before becoming a partner & board member, setting up & running their New York office, and becoming Director of Innovation. Meldrum is currently launching a games company with his kids.

Rupert Millington

Rupert Millington


Rupert spent years as a communications planner in London and Stockholm. He was the Global Head of Innovation at Dentsu Aegis before striking out into consultancy. Rupert is also a commercially successful inventor in the car industry, and lectures in strategy and innovation at INSEAD.

Blake Glen

Blake Glenn


Blake was a chemical engineer, product development scientist, and brand manager in the food industry before becoming a director at the innovation consultancy What If in New York. Blake holds several patents on obscure confectionery technologies.

Annette Duncan

Annette Duncan

Financial Director

With a background in big-brand project management and property development, Annette has a keen eye for detail and belief in the importance of meeting both our suppliers' and our clients' expectations, on time and on budget. Basically, Annette makes sure the whole circus is shipshape.

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We’re always on the lookout for great people to join us or work with us as associates. If you're a senior consultant with 10+ years experience, give us a call

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contact us

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General Enquiries:
+44 7811 358676
+44 7966 133046
+44 7415 005724
+44 7545 384224

Mailing Address
New Derwent House,
69-73 Theobalds Road,

Curious Industry, Ltd. Registered in England at New Derwent House, 69-73 Theobalds Road, London, WC1X 8TA. Company no. 8752944