ammunition is a London-based strategic consultancy founded in 2015.


We have exceptional MARKETING-side and commercial experience, combined with effective, big-picture brand thinking.

We are committed to putting senior expertise directly at the service of our clients, without the usual layers

We like to work collaboratively, carefully, but at speed.

We are experienced at navigating projects through complex internal structures - from multiple-stakeholder organisations to venture capital-driven environments.

We also call on our close network of trusted, expert partners for deployment - in design, digital and delivery. 

“You’re giving us a very warm and fuzzy feeling”
— DB, Cardano Group

PARTNERS

Robin Jaffray is a leading industry brand strategist and CSO, having led the strategy departments for some of the most awarded and fastest growing advertising and digital agencies. With extensive experience in the UK, US, and Continental Europe, he’s worked on multiple start-ups, and for some of the world’s biggest brands. He’s also a master’s lecturer at the European Business School in Geneva. He will lead the thinking on your brand and creative strategy.

Andrew McKinlay is an experienced CMO and agency leader, having worked in Media, Advertising and Marketing; with significant experience leading client service, brand, communications, creative and digital campaign development internationally. Across a range of sectors including; Consultancy, FMCG, Food & Beverages, Financial Services, Government, Luxury Retail, Media, Not for Profit, Professional Services, Retail, Telecoms and Technology. Andrew would lead your marketing strategy development and deployment. 

IMPACT

We’re sort of obsessed about ensuring brand strategy is both actionable and commercially effective

Business Services Firm revenues +78% YOY through new proposition development, positioning and identity.

New luxury experience brand revenues 400% of target within 9 months of trading.

Creative services business revenues +39% YOY through new positioning, business development strategy and growth roadmap.