Teddy is the co-founder and Business Director of Wherefore.
He is the one who asks what a brand is actually supposed to change, and keeps asking until there is a real answer. He leads the business side of the studio, which in practice means he sits in the least comfortable part of the conversation: what the work costs, what it is worth, and whether it will do what the client is hoping it will do.
Clients tend to notice quickly that he is less interested in how a brand looks than in what it is for. It catches some of them off guard. Most of them end up grateful for it.
He is also the hardest reader of a plan in the building. Every strategy that reaches a client has already been through him first, which means it has survived the most sceptical audience it is ever going to face. If an idea cannot hold up in a room with Teddy, it was never going to hold up in a boardroom.
He started the studio with Danyal in 2022 on one principle, and still runs it that way. Why before how.
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