Data tells you what. Culture tells you why. I deliver cultural intelligence.

The best marketing doesn't just capture attention; it captures cultural truth. I'm Giles Crouch, a digital (cultural) anthropologist and former CMO who helps marketing leaders bridge the gap between human behaviour and breakthrough strategy.

With two decades of experience managing multimillion-dollar budgets and leading high-performing marketing communications teams, I now specialize in revealing the human truths that transform good campaigns into unforgettable ones. Through cultural intelligence and netnographic research, I decode the 'why' behind your customers' decisions, turning invisible cultural patterns into visible competitive advantages.

While others analyze what happened, I uncover what matters; the deeper intelligence that drives behaviour, builds loyalty, and creates lasting results. Because knowing your market's cultural DNA isn't just insightful, it's profitable.

I’ve been featured in WIRED, Forbes, National Geographic, CBC News, CTV News, BBC Channel 4 and others on the intersection of culture and technology. And I’ve delivered many speaking engagements and keynotes.

I’m also managing partner and Chief Strategy Officer at HumanMedia Inc., a marketing agency focused on the health and wellness sector.

You can also find me on LinkedIn. And my Substack here.

So. Let’s have a chinwag:

Email: giles@nordspark.com
Mobile: +1.902.329.7240
Based: Halifax, Nova Scotia | London, England

P.S. - Check out my Field Notes for real-time insights on digital culture and emerging trends. Or see my recent media interviews where I break down what's actually happening in digital communities.