Creating brands that shine
needs people with talent and
knowhow. On this page you will
soon be able to meet our team of
thinkers and creators. Together
they represent big consultancy
expertise in a small package.
In the meantime here are the
profiles of our founders.

Gillon Campbell

Gillon is a strategist with x-ray vision. His ability to decode and simplify complex issues has led to bold strategies capable of transforming organisations and engaging both their people and customers.

He left St Andrews University with an MA in Economics and Management to start his career in brand management with Procter & Gamble. Later he moved to integrated agency FPP and set up a new office for the company in Geneva. Prior to co-founding Principal Ingredient in 2009, he was a Director of Forward Thinking Inc. leading brand strategy for a wide client portfolio from property to vodka.

Gillon has executed numerous marketing campaigns, new product launches, corporate repositionings, brand refreshes, brand identity development and destination branding across a diverse range of consumer and B2B brands. The variety of client, consulting and creative agency roles he has undertaken in both the UK and Europe, has helped develop his rare skill of seeing challenges from more than one point of view.

Gillon is passionate about making things better for his clients, converting strategy into winning brand identities that create commercial success and long-term brand growth.

Based in London with his family, Gillon is a keen skier, hiker and photographer, as well as being rather partial to a game of ultimate Frisbee.

Igor Jocic

Igor is a creative mind with an exceptional ability to articulate strategies effectively and bring brands to life. Since he graduated from Central St Martins, he has worked with some of the world’s most innovative brands.

Before co-founding Principal Ingredient with Gillon Campbell, he built a wealth of experience with a number of world-class brand agencies, including Twelve Stars, Landor, Interbrand, Corporate Vision Strategists and Brand Architects.

During that time, Igor has worked across the full spectrum of brand design from identity to expression in print, packaging, interactive, web, retail and environmental. He often led and coordinated teams of designers and specialists while always working closely with his clients and strategic consultants.

Igor has worked on and managed a diverse range of projects for clients throughout Europe and North and South America, including BP, Morgan Stanley, Johnny Walker, MasterCard, Coca-Cola, Pirelli, Scottish Power, Xerox, Como Hotels and Virgin Airlines.