Rob Fletcher
Creative Lead
A proposition worth expressing
Rob Fletcher began his career in advertising as an art director at Gold Greenlees Trott and went on to co-found the London creative agency isobel. His work has been recognised across the advertising industry, and his approach has consistently emphasised finding a distinctive, intelligible proposition before creating the expression around it.
The truth of the product
A technical improvement does not automatically become something a person understands or wants. Rob's creative approach begins with the particular truth of the product or organisation, and asks how that truth can be expressed with originality, warmth, emotional relevance and character. Different products deserve different creative worlds rather than a uniform group-brand treatment.
Creative Lead across the NUMBRZ relationship
Rob leads the creative contribution to NUMBRZ Studios, not the scientific programme. His work nevertheless sits at the meeting point of two disciplines: Science can clarify what is technically distinctive, while Studios must discover why that difference matters to people and how an excellent product should be experienced. Consumer responses and creative questions can, in turn, expose assumptions that deserve closer scientific examination. Each brand is free to develop its own voice rather than inherit a uniform group character.