Alison Ali, Director/Creative director
Having spent years observing big agency practice and pricing at first hand, Alison launched her own streamlined editorial consultancy in 2006.
With a background in languages and journalism (from Marie Claire to the Financial Times and everything in between), she pioneered international customer magazines and relationship marketing in the UK, beginning with the launch of a 12-language magazine for IBM in 1992. She went on to spearhead the international creative division at London-based Forward Ltd, launching magazines for Patek Philippe and Lexus, closely followed by communication programmes for Lancôme, The Body Shop, Camper and Migros, among other international brands.
In 2000, Alison set up the interactive agency, Real Substance, with three colleagues, presiding over the launch of major sites for Tesco, Egg, NCR and BA Holidays.
Her thorough understanding of how to create and deliver compelling offline and online customer communications made setting up her own consultancy a natural next-step. It’s the best move she ever made.