Graeme Murray

Background

About Graeme Murray

One-liner: I help clients, agencies, and students rethink what marketing is for, in a world that needs more than growth - by bringing sustainability and the common good into the heart of strategy, creativity, and decision-making. Longer description: I work at the intersection of brand strategy, sustainability, and education - helping leaders, teams, and students rethink what marketing is for, and how it can create value that lasts. Over the last 25+ years, I’ve worked across Europe and Asia (London, Amsterdam, Hong Kong, Bangkok, Prague), and that journey has slowly shifted my focus: from helping brands grow, to helping them grow well — in ways that are commercially sound, socially useful, and environmentally responsible. Today, my work lives in three connected spaces:(1) With marketers and brand leaders, I help integrate brand strategy and communications through a sustainability lens - bringing it upstream into the strategic and creative work where meaning and desirability are shaped, rather than leaving it as an afterthought or storytelling layer.(2) With communication agencies, I explore how the industry can move beyond relying on human insecurities and short-term desire to drive consumption, and instead use marketing’s influence to make more sustainable behaviours feel normal, attractive, and aspirational.(3) With marketing students, I help the next generation connect profit, purpose, and planet - and develop the critical thinking needed to navigate an increasingly complex marketing landscape with the common good in mind, recognising that many of our traditional models were designed for a different era and now need to evolve. I’m less interested in “best practice” and more interested in what might be better practice: new models, new questions, and new forms of collaboration that make marketing more meaningful - not just more effective at optimising growth and performance within a narrow definition of success. If you’re working on (or curious about): – sustainable or post-growth brand models or strategies – rethinking what success means in marketing – bridging business, ethics, and creativity – communicating sustainability in a meaningful and responsible way - teaching employees or students about a more sustainable approach to marketing – or simply trying to make your industry a little more thoughtful, human, and useful …then I’d genuinely love to connect and explore what we might build, test, or learn together. Based in Prague. Working globally. Always curious.