Written in partnership by Chris Kaufman
Jonathan Pattinson is an industry innovator and cultural design strategist with an exceptional talent for bringing creative visions to life. His aptitude for innovation was evident from an early age when, at just 24, he was made managing director of Bottletop. This innovative charity blended fashion and music for fundraising.
His career turned pivotal when he joined Life Integrated, a prominent creative agency. As a cultural design strategist, Jonathan was instrumental in acquiring P&G Prestige as a client. He introduced groundbreaking cultural innovations in the fragrance sector for brands like HUGO BOSS. Through this work, Jonathan achieved P&G Prestige’s largest digital plan with 43 million unique users. His pioneering work included developing and globally implementing Augmented Reality in-store units and interactive installations for luxury brands such as Dolce & Gabbana, revolutionizing the retail experience.
2012, Jonathan founded Reluctantly Brave, an award-winning creative consultancy in London. Under his leadership as a cultural design specialist, the consultancy focused on culture, brand, and innovation, catering to major clients in the UK and USA. Reluctantly, Brave’s client roster included global leaders like Kellogg’s, DLA Piper, Starbucks, Nandos, Thomson Reuters, Walgreens Boots Opticians, Sainsbury’s, and LDC. Under Jonathan’s leadership, the consultancy delivered groundbreaking work for Boots Opticians, leading to a 7-figure annual recruitment savings. This redefined the optician market and operational strategies for the brand.
A key achievement at Reluctantly Brave was winning the ‘National Diversity Award,’ where Jonathan’s team collaborated with clients to deliver innovative business solutions. His commitment to diversity and creative strategy was evident in these successful collaborations.
In addition to his work in the boardroom, Jonathan has interests he pursues outside of work. He is a decorated Sanda (Kickboxing) British Champion and represented Great Britain in Martial Arts at the WuShu World Games in Turkey in 2011. His dedication to sustainable fashion led him to the Oscars Red Carpet, where he has been a key figure in promoting eco-friendly fashion for over a decade. His involvement with the Oscars’ Talent Relations Committee, managing the press room and assisting guests, showcases his versatility and commitment to excellence in various fields.
Before his ascent in the corporate world, Jonathan grounded himself with practical experience, working in residential children’s homes. This period helped shape his understanding of human behavior and motivation. His career path through BSKYB, advertising, and the Clinton Climate Initiative gave him a comprehensive understanding of big business and the creative industry.
Jonathan’s journey has also been shaped by his neurodivergence (dyslexia), which required him to develop unique learning and working strategies. His sporting endeavors in Judo, Rugby, Shaolin Kung-Fu, and Brazilian Jiu-Jitsu further emphasize his commitment to maintaining peak performance.
He has always focused on identifying and filling market gaps in his career. His tenure at creative agencies like Grey and FutureBrand provided insights into these opportunities, leading to the inception of his venture. He centered his business model on people-focused strategies, blending innovative brand and cultural solutions. This approach was driven by his desire to take charge of his future and create a legacy of cutting-edge business solutions.
Jonathan Pattinson stands as a figure of innovation and excellence in his field. His career trajectory as a cultural design strategist consistently challenges the status quo and introduces novel concepts. His guiding principles include continual learning, collaboration for shared goals, and maintaining high personal and professional standards. Jonathan’s story is not just about his achievements but also about his approach to overcoming challenges and leveraging his unique strengths. As he continues to influence the creative industry, his journey offers valuable insights for those aspiring to leave their mark in their respective fields.
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