The Tulip Partnership is a small (but perfectly formed) strategic brand consultancy, founded by Andrea Berlowitz and Keir Cooper.
After reading Neuroscience and Psychology at Oxford, Andrea began her career in advertising at Publicis and JWT. In 1990 she moved into Qualitative Research, ultimately founding Leapfrog, a highly successful agency that grew to have offices in London, Windsor and New York, before being acquired by the Cello Group in 2006.
On leaving Leapfrog in 2010, she founded The Tulip Partnership. Now based in Bath, she has continued to work with long-standing clients such as Tesco, with whom she has a relationship going back 20 years. She has also developed her interest in helping smaller and start-up companies to flourish in challenging marketplaces.
Andrea is renowned for helping companies find a competitive advantage through insights based on a deep understanding of their target consumers. She has expertise in a whole range of areas, from ‘value’ propositions to luxury goods. In addition, she knows how to motivate internal audiences and make sure that strategies are ‘lived’ throughout the business.
After reading English at Cambridge, Keir began his career in advertising at JWT in 1988. Over the next two decades he worked for many of the world’s leading agencies on many of the world’s most famous brands, including Magnum, Kit Kat and Flora.
He was Managing Director of Walsh Trott Chick Smith from 1999 to 2002, when the firm was one of the fastest growing agencies in London. There he developed a reputation for working with challenger brands, particularly in the media sector, producing a slew of award-winning work for Channel 5 TV and The Independent newspaper.
He left the agency world in 2007 to split his time between consultancy and writing projects. In 2010 he founded The Tulip Partnership with his wife, Andrea Berlowitz, and shares her passion for helping fledgling businesses succeed in challenging times. His particular expertise lies in building and developing brand identities – understanding what makes them strong, what makes them different and what makes them relevant.