WHAT MAKES A BRAND EXTRAORDINARY IS
THE CATALYST FOR OPPORTUNITY

OUR PHILOSOPHY

We founded The Brand Advisory to help businesses of every scale uncover and articulate their true proposition - the heart of every distinctive brand.

Our careers have been defined by elevating brand perception to create desire, build reputation and drive growth. Today, we distil that experience to identify the opportunities that will launch, strengthen and advance your brand. 

As brand architects with international experience working across sectors, we bring sharp thinking, refined execution, and a clear perspective - hallmarks of brands that endure.

 
 

SAM NEWALL

An accomplished brand and communications specialist with deep experience across luxury goods, hospitality, hotels, drinks, retail and wellness, Sam partners with global corporations, fast-scaling ventures and entrepreneurial founders to define and articulate what makes them truly distinctive. She played a key role in laying the foundations of Diageo’s Reserve luxury portfolio and has led and advised brands including The Lanesborough, Johnnie Walker Blue Label, Holland & Holland and Hilton International, as well as private wealth businesses in the luxury sector.

HANNAH LAWRENCE

As a creative advisor with an intuitive eye for fashion and luxury, Hannah bridges the gap between creative direction and commercial strategy. She ensures brand concepts are as effective as they are beautiful, helping brands refine their DNA through elevated content and partnerships. Her background includes executive roles at Jimmy Choo, Yves Saint Laurent, and Helmut Lang, alongside an editorial tenure at British Vogue and American Harper’s Bazaar.

CAROLINA OTERO

Art director and graphic designer Carolina specializes in building creative consistency across film, print, and digital. She sharpens a brand’s vision to ensure its persona and visuals feel perfectly aligned, effortless, and intentional. Drawing on an international perspective from Madrid, London, and Antwerp she has delivered refined craft for luxury names including Graff, St. Regis, Unsaid, and Beauty Papers.

  • Sam Newall is one of the world’s leading brand and communication specialists. She truly understands and articulates that a powerful brand is a combination of great product, storytelling, and analytics. A master of merging culture and commerce, Sam is truly and industry leader

    Anthony Kendal, Founder Kendal and Partners.

  • I would love to recommend Sam for her experience & unique personal talent & style, in deciphering what the brand situation is, what the opportunity for growth is, how the brand intrinsically fits within culture & how to enhance & magnify that to create brand discovery & fame.

    Tanya Clarke, CEO The Lost Explorer Tequila Mezcal

  • Sam’s passion and understanding for how quickly cultural evolves is at the heart of her ability to see and develop authentic roles for brands within it. Getting to the right answers often starts with asking the right questions, making Sam a pleasure to collaborate with and learn from.

    Robin Clarke, SVP 160 0ver 190

OUR EXPERIENCE

  • A man in a suit and sunglasses sitting outdoors, with a boat's steering wheel and deck in the background.
  • A black silhouette of a person riding a bicycle, holding a flag, with a circle and stars above.
  • Two doormen standing outside a large building entrance with tall columns and a wooden door.
  • Diageo Reserve logo with the tagline "The Luxury Portfolio of Diageo".
  • A man and woman walking together, dressed in formal black attire, in an indoor setting with metallic vertical bars in the background.
  • Harper's Bazaar logo in black text on a white background.
  • Stack of Harper's Bazaar magazines with a model on the cover, featuring the headline 'Look Gorgeous'.
  • Black background with the white text 'Johnnie Walker Blue Label' in stylized fonts.

  • British Vogue logo in black text on a white background.
  • Red flag with white text hanging outside a beige building with multiple windows.
  • A simple line drawing of a person walking a dog on a leash.
  • A man in a tuxedo adjusting his jacket at a formal event, with other people in tuxedos in the background.
  • The official logo of Holland & Holland, featuring a crest and text.
  • A large yacht sailing on the open ocean, creating a wake behind it.
  • Yves Saint Laurent logo in black text on a white background.
  • Black and white photo of a woman lying on her back on a table while another woman stands over her, leaning down and holding her arm. Text in the bottom right corner reads "Yves Saint Laurent".