Dan has worked at Innocent since its inception and is the Head of Brand and Creative. He tells the story of how they came to be one of the top three fastest growing companies in the UK. Dan focuses on how to get noticed without spending a lot; how to start your own business; building a brand from nothing and innovation and creativity on a tight budget.
Dan Germain is the Group Head of Brand and Creative at Innocent, a nice little place where they make smoothies and other healthy drinks.
A speaker on the corporate circuit, Dan aims to help others make their business better.
In his presentations, he focuses on specific areas, such as the key to effective marketing; how to get noticed without spending a lot; how to start your own business; building a brand from nothing; and innovation and creativity on a tight budget.
Having worked at the company since it started, Dan shares the journey of how Innocent came to be one of the top three fastest growing businesses in the UK. It's a story that involves entrepreneurial ability, innovation, creativity, original marketing and fruit by the bucketload!
These days his duties include overseeing all advertising and creative tasks, from the web to books and packaging to advertising. He endeavours to make sure that the innocent brand grows up to be big and strong, as well as still finding time to draw rubbish pictures for the front of the smoothie labels.
He also focuses on the areas of culture, sustainability, innovation and ethics, maintaining the brand's most important values.
His greatest achievement, apart from once growing a big beard, is helping to create the brand, tone and bad jokes that people have come to associate with innocent.
In 2014, he was named Designer of the Year in the UK, beating Apple’s Sir Jonathan Ive and Sir Paul Smith, amongst others.
He also spent a 2-week stint as Visiting Creative Director at Wolff Olins in London (2013), and a similar spell at Method in San Francisco (2010).
As a consultant and speaker, his clients have included Orange, Unilever, O2, BBC, Shell, Interbrew, Cancer Research UK, Ogilvy and Mather, Creative Review, Five TV, Lever Faberge, Coors, EMAP, Marketing Week, and D&AD.