Agency CEOs & Heads of Strategy:
Senior strategy support when the brief demands more.
When a pitch needs a stronger story, a live project needs deeper thinking or your team needs extra senior capacity, I plug in quickly and turn complex evidence and ambitious brand goals into clear commercial narratives, sharp strategic territories and creative briefs that unlock better work.
“She brings the right balance of finding hard facts, softer trends and applying the art of strategic thinking.”
Paul Gillam
Executive Creative Director
“She has the unique ability to bridge specific data with deep, culturally relevant consumer insights to deliver market opportunities.”
Dominic Shaw
Head of Sales
“Tina’s process and methodology can really help get under the skin of the challenge. Tina is brilliant at bringing clarity and direction.”
Charlotte Derra
Category, Insight & Shopper Marketing Director
Get a knotty brief moving into clearer focus
Find the commercial opportunity & narrative
Decode shifting demand in categories or industries
Shape positioning and territories
Unlock stronger
creative work
Build AI-enabled
strategy workflows
IF YOU'RE THINKING...
How do we get this knotty brief moving?
Where is the commercial opportunity hiding in all this evidence?
How do we turn big brand goals into sharp positioning and creative territories?
Where can we find senior strategic support that can plug in quickly?
How can we use AI to move faster without making the thinking generic?
I can help.
ALSO TRUSTED BY
When briefs move faster than the thinking, valuable opportunities get lost between data, strategy and creative.
That is where I work best. I connect market, consumer, shopper, cultural, digital and commercial evidence, uncover the demand others miss and turn it into a clear story teams can act on.
Clear positioning.
Stronger strategic territories.
Better briefs.
More confident client conversations.
Why bring me into the knotty briefs?
Because the answer rarely sits in one data source, one channel or one discipline.
I combine more than 20 years of marketing, digital, shopper and strategy experience with social listening, AI powered research and workflow design.
I plug into the messy middle, make sense of the complexity and create a clear strategic platform that creative, account and delivery teams can confidently take forward.
From fragmented evidence to a clear commercial story
Just clear thinking, a compelling narrative and a direction everyone can build from.
Case Studies
William Grant & Sons
Strategy delivering 104.6% online growth and £700k+ agency revenue.
VCT Europe
Fresh insight is now shaping commercial & brand planning for 2027.
Müller
Strategy built from 27.5 million cultural and behavioural engagements.
Trangs
Strategy helped secure over 80% of Sainsbury’s following-year range.
BLOKTV
A physical-to-digital strategic pivot contributed to 700% membership growth.
WRAP
AI-powered insight turned a $383bn food-waste challenge into an actionable roadmap.
“It was superb, plenty of new insights we are already working with, and using for commercial & brand planning.”
Alex Price, Head of Category and Insights
VCT Europe
Need a Strategist Who Can Actually Cook?
Bring me the pitch, project or knotty brief that needs a clearer commercial story, sharper strategic direction and ideas your team can build from.
A focused 30 minute call to understand the challenge, what is getting in the way and whether I am the right strategic support.
WHY SENIOR STRATEGY SUPPORT?
The right strategic thinking can turn a £100k win into £700k+ in agency revenue.
Senior strategy support is more than an extra pair of hands. It can uncover the bigger opportunity, create a story clients believe in and give them compelling reasons to keep investing.
Strong strategy does not just improve the work. It helps agencies win, grow and multiply the opportunity.
£700K+
CUMULATIVE AGENCY REVENUE
NEARLY £500K
THREE-YEAR APPOINTMENT
46
FURTHER ACTIVATIONS
FROM BRIEF TO STRATEGIC PLATFORM
Turning Fragmented Evidence into Work Everyone Can Build From
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Decode the Opportunity
I get under the skin of the brief, the business ambition and what is really getting in the way, so we solve the right strategic problem.
Connect the Evidence
I join the dots across commercial data, market shifts, consumer behaviour, shopper insight, culture, search and social signals to uncover the opportunity.
Shape the Strategic Story
The evidence becomes a clear commercial narrative, sharp positioning, strategic territories and a creative brief that gives teams somewhere exciting to go.
Make the Thinking Usable
Depending on the brief, I can turn the strategy into client-ready decks, workshops, practical frameworks or an AI-enabled insight system your team can continue using.
The outcome: commercially grounded strategy that gets the brief moving and gives every team a clear direction to build from.
WHO YOU ARE WORKING WITH
More than 20 years of turning complex evidence, shifting markets and ambitious brand goals into strategy teams can act on.
I’m Tina Thompson, founder of Sweet Spot and a senior strategist with experience spanning brand, shopper, digital, ecommerce, social, cultural and commercial strategy. I have built capabilities inside agencies, supported major pitches and helped teams turn ambitious briefs into work that delivers.
That breadth helps me see connections others often miss. I bring together hard data, softer cultural signals, commercial realities and human behaviour to uncover the opportunity, create a compelling narrative and give teams a clear direction forward.
Today, through Sweet Spot, my insight and strategy supports the brand, category and commercial planning of organisations including Müller and VCT Europe. I can work quietly behind the scenes or become part of the client-facing team, depending on what the brief needs.
Tina Thompson
Founder
WHO YOU ARE WORKING WITH
TINA'S WORK HAS BEEN FEATURED IN & QUOTED ON
I can support with...
Pitch & New Business Strategy
Senior strategic thinking for tissue meetings and competitive pitches, from opportunity framing and audience insight to the commercial narrative, strategic territories and creative brief.
Live Brief & Project Support
Extra senior capacity for a defined workstream or entire brief, plugging in quickly to turn fragmented evidence and ambitious objectives into clear, usable strategic direction.
Category, Shopper & Commerce Strategy
Consumer, shopper, cultural and commercial signals joined together to reveal what is driving demand, where the growth opportunity sits and how brands can unlock it.
Brand, Campaign & Creative Strategy
Clear positioning, propositions, campaign platforms and creative territories rooted in real behaviour, giving teams a sharper story and a more useful springboard for ideas.
AI-Enabled Strategy Systems
Reusable insight and strategy systems built in Claude or your chosen AI platform, combining your data, methodologies and evidence with structured human judgement, so teams can work faster without making the thinking generic.
Need a Strategist Who Can Actually Cook?
Bring me the pitch, project or knotty brief that needs a clearer commercial story, sharper strategic direction and ideas your team can build from.
A focused 30 minute call to understand the challenge, what is getting in the way and whether I am the right strategic support.