University of London

St. Paul's School, Sao Paulo

Consultant, Trainer and Facilitator at Cognitive Edge

Skills: Strategic Thinking · Team Facilitation

Banco Itaú

Head of Transformation Consultancy

Business Agility Designer

Emergee

Executive Director

The Cynefin Company

Cynefin Company Associate

Consultant, Trainer and Facilitator

Cognitive Edge was founded in 2005 with the objective of building methods, tools and capability to utilise insights from Complex Adaptive Systems theory and other scientific disciplines in social systems.

Cynefin Trainner & Practitioner

Ian was a member of the CHIE Integrators team where he supported and designed solutions, possibilities and a path of evolution and overcoming through communication and personal development for individuals working in client organizations and  thus influencing healthier relationships within companies as well as robust systems that are more adaptable to deal with the complexities of our present world.

Chie

Integrator

I designed and managed the internal communication strategies for Engagement, Diversity and Welfare, in alignment with corporate Strategic Plan, to stimulate and improve communication, autonomy, integration, commitment and the well-being of the approximately 10,000 employees of the company. Furthermore, I facilitated and organised staff meetings with various departments and areas of the company to co-create and be part of the necessary changes that an evolution of the organisational culture require. Additionally, I conducted a Corporate Marketing project aided by my research with the largest subways in the world as well as important national institutions to create and plan possible paths for the restoration and subsequent communication of the Metro’s collection of over 90 works of art spread over 36 stations. My conclusions suggested joining the strength and relevance of public art and its preservation in the sake of the Metro brand - thereby creating strong ties with the installations of the Metro while sharing the importance of art as a source of education and encouragement of creative thinking for both employees as well as the population of the city as a whole.

Metrô de São Paulo

Head of Department for Culture, Engagement and Diversity

CostDrivers is a pioneering and innovative market intelligence on-line system used for acounting and procurement departaments in over 100 of the largest domestic and international companies in Brazil. Together they representing a purchasing capacity in the order of R $ 200 billion a year. Besides conducting the management of its corporate brand in various media and events, I renewed the design and functionality of the user interface as well as helped develop a new strategy for Sales and CRM with the sales team, based on the experiences and analysis of client visits, demonstrations and training reports with customers from widely varied market segments. CostDrivers is a complex system and so an important achievement was to achieve synthesis and bring clarity to the perspective of each customer implementing various B2B marketing staretegies and thereby increasing trust, understanding and their perception of value in the system in order to support greater sales.

CostDrivers

Marketing & Sales Manager

I created McRay to become a boutique branding consultancy firm, working with clients in my passion to co-create strategies that increase the relevance of their repective companies and brands to their customers and internal teams. I created and planned proposals focused on customer empathy, field research, interviews with managers, customers and suppliers. While working within co-creation and systemic perspectives, I renovated old brands that gained new positions and vitality in the face of competitive challenges, while other clients initiated new dreams where communication was vital to reach the achievements in highly conflicted and complex environments.

McRay Design Thinking

CCO - Chief Creative Officer

As a partner, my responsibilities were directed towards two main directions. Firstly, as an entrepreneur, developing the business in a profitable and sustainable way while keeping tabs on excellence in delivery, efficient use of resources (both client and agency) as well as  relationships with current and prospect customers. Secondly, in my "executive position"​ as Creative Director, I was responsible for the planning and creation of the creative concepts for our customers'​ communications. I created solutions, together with my team for demands in Advertising, New Brand Design, Graphic Design, Internal Marketing, Corporate Event Design, Corporate Films, Photography, Promotions, Radio, Web (sites and social networks) Brand Experience; Brand Entertainment as well as Branded Content. In each of these communication formats, my responsibility was to capture the real challenges presented by our clientes and translate brand values, benefits and final customer engagement into a message of high impact, striking aesthetics and undeniable clarity (to eith or internal or external clients). During the 10 years I participated in the agency's history, we had hundreds of successful cases, large client aquisitions and no loss of customer by dissatisfaction with our services. Some of our main clients were; ABF, Applied Biosystems, Avaya, Blockbuster, Bradesco Bank, Complexo Hospitalar Edmundo Vasconcelos, Claro, Disney, Discovery Networks, Johnson & Johnson, Lucas Films, Nickelodeon, Paramount Studios, Saint Gobain, Solvay Pharma, Sony Pictures, Universal Studios, Whirlpool and Wyeth.

BYSide Promoções e Eventos Ltda

Owner - Creative Director

Diretor Financeiro
Supervisão do departamento de criação (arte):
Publicidade & Propaganda (Comunicação)
Design gráfico
Desenvolvimento de marcas (Design)
Endomarketing
Fotografia
Rádio

Ian Macdonald