We are elmwood

With over 35 years of brand, advertising, research and media experience garnered from his time living and working in the UK, Europe, Asia, the Middle East, Africa and the USA, Daniel is a true global marketing leader. He has lead transformational programs for some of the world’s biggest companies from Coca-Cola to General Electric and Nissan to Unilever. His career spans almost 20 years at McCann, 11 years at Interbrand and since the beginning of 2024 has lead the team at Elmwood. He is a regular media contributor on branding topics having appeared on CNN, CNBC, Cheddar TV.

Abi is a highly experienced finance leader with a proven track record of guiding businesses through periods of rapid growth. Having started her career in investment banking, Abi moved into the creative sector and knew this was where her combination of commercial acumen and love of great creative made a perfect fusion. Her expertise spans a wide range of financial and accounting disciplines, and she possesses exceptional communication skills that enable her to build strong relationships both within and outside of the finance department. Abi is adept at translating complex financial information into clear and concise terms, making it accessible to colleagues across all departments.

With over 20 years of business and brand consulting experience, Angeline has a burning passion for achieving business objectives through brand experience. This allows her to serve as a bridge between logical and creative concepts, working with her team to transform brand strategies into touching and relatable brand stories and building a strong foundation for an unforgettable brand experience. Angeline aims to lead her team to establish excellent partnerships with clients and create more brand value for them with the collaborative efforts of the several professional teams within Elmwood. She believes that branding is important in adding value to a business, and great branding can go a long way in driving demand.

Kam White is a highly experienced global business leader with over 30 years of experience, having worked in brand and comms consulting and HR across WPP, Enero, and now MSQ. With a strategic approach rooted in data-driven insights, Kam has led numerous transformational projects across global markets. Her expertise extends to organisational design, scaling up businesses, cultural awareness, change management, talent development, inclusion, and implementing people strategies that align with business goals to drive growth, client and employee satisfaction, and enhance everyday culture for colleagues and teams.

Susie is an Asia specialist, working and living with her family in the region for over 20 years. She has spent the majority of her career working in marketing and branding, including roles as Chairman for FutureBrand Asia Pacific (based in Singapore), Advisor to the CEO, Museum for the United Nations and  CEO ADNA Greater China (based in Beijing). Susie also founded and sold her own retail brand experience agency, HuntHaggarty. With her wide regional experience partnering with companies, institutions and governments, Susie specializes in developing growth platforms within the region and outbound branding strategies for the next wave of Asia and China multinationals.

Emma leads the Elmwood NYC studio bringing 20 years of experience managing and developing client partnerships across a wide range of industries from CPG to healthcare to corporate. Emma has led global clients including Reckitt, Lifescan, Diageo and Mondelez across a variety of projects from major rebrands to strategic initiatives.Emma is passionate about relationship and brand building and aims to lead her team to establish honest and long-standing partnerships with clients and create more brand value for them through the collaborative efforts of the Elmwood team. However, Emma’s true passion is the journey from data to design, her diverse background enables her to utilize data to activate brands and drive ultimately drive brand growth.Originally from the UK, Emma now calls NYC home. As a queer woman in the industry, Emma is passionate about building an inclusive environment that champions diversity and equality.

Polly Hopkins is UK Managing Director and Global Head of Corporate Brand at Elmwood, where she leads the London team and the corporate client offer across the global network.

Polly brings over 20 years’ experience in brand and business transformation, shaped by senior leadership roles across London and New York. She has partnered with blue-chip clients across corporate and consumer categories, including Meta, Sanofi, Nestlé, Verizon and Neom. Her expertise covers the full spectrum of branding—from corporate positioning and architecture through to identity and packaging—and she’s consistently focused on leading work that creates meaningful impact for clients.

Polly is a huge cheerleader for the branding industry, believing it is a vital specialist area with the power to solve complex problems for individuals and create opportunities for businesses.

Andy has been responsible for the creative direction of many of Elmwood’s largest clients across corporate, consumer, consumer health and retail sectors. Over the last 30 years, he has contributed to Elmwood’s growth from a single studio to a successful international Tier 1 consultancy. Andy enjoys working closely with clients, leading teams and developing strong award winning creative ideas. A regular participant in many global awards juries Andy has served as a Trustee board member at D&AD, served as a small business mentor for the DBA and more recently, acted as visiting professor of innovation at Staffordshire University.

A founding member of Elmwood Singapore, Celeste has nearly 20 years of experience shaping FMCG and corporate brands across across categories and geographies; from Beauty and Personal Care, Homecare to F&B. Recognized in Campaign Asia’s 40 Under 40, she has led Elmwood to Silver wins at Campaign’s SEA Agency of the Year Awards in 2023 and 2024. A judge for the prestigious ADC One Club Awards, Celeste is passionate about mentorship and fostering a culture of balance. A fitness and nutrition enthusiast, she champions holistic well-being for her team, believing that a strong body and mind fuel creativity and leadership.