The Founders

With over 35 cumulative years of brand strategy and advertising experience between us, we founded London Brand Innovations as we believe the future of branding lies in expert, media-neutral companies who can provide you with a professional, yet personal service.

We strongly believe that our offering is unique in both its approach and the results it achieves and we are passionate about helping clients and producing the most innovative and effective solutions for them.

Founding Partners :

Carole Lee, Managing Director

During my time at Oxford University studying PPP (psychology & physiology), I became fascinated by how the brain works and finding the best way of solving problems.

Since then I have continued to study across a wide range of related areas and have qualifications in NLP, facilitation, teaching yoga and performance coaching.

I worked in planning with a number of branding and advertising agencies including Lansdowne Euro, The Creative Business and WCRS, before joining Leo Burnett as a Planning Director.


I have a wide experience of many clients and areas including FMCG (Kellogg's, P&G (Daz), Inbev (Leffe, Stella Artois, Becks), Leonidas chocolates, Lotus biscuits); Transport (Shell (Helix), Fiat, GNER trains); Health & Beauty (Max Factor, Wash & Go, Lipfinity, Breil jewellery and watches); Financial Services (NatWest Corporate Finance, Western Union, Bradford & Bingley); IT & Telecoms (Getronics, Lebara Mobile); Durables (Maytag, Electrolux) and Leisure & Entertainment (Ministry of Sound, Disney Theme parks).

Whilst at Leo Burnett, I set up their in-house strategic brand consultancy, which specialised in both setting brands off in the right strategic direction and generating a wide range of ideas to support them on their way. I then co-founded London Brand Innovations, an independent consultancy designed to give clients the very best techniques and thinking for their brands.

Away from my desk, I love practising yoga, tending my allotment & escaping to the great outdoors.

Gemma Appleby, Brand Strategy Director

After graduating with a 1 st class (Hons) in Business Management and Performing Arts from Manchester University, I worked in various marketing and media agencies before joining Leo Burnett advertising.

I first worked on the global Always account before making my decision to move into the area of brand consultancy as I wanted to work with a variety of different clients and markets. On joining LB Innovations (the internal strategic brand unit) I worked closely with both international and local clients such as Heinz, Kellogg's, P&G, Disney, Inbev, Lebara Mobile & Ladbrokes on a large number of diverse strategic projects as well as facilitating international training sessions to help people think more strategically.

After co-founding London Brand Innovations, we developed our philosophy of "Optimal Thinking" purely because we believe that our 4 core values combine to produce the optimum solution for your brand. I particularly enjoy the early stages of a project when we get to meet the client, work through their objectives with them and then devise the most effective approach.