7 Original Thinking methodologies leading to 1 integrated strategy to tackle everything from sales growth to brand resilience, cultural relevance to futureproofed reputation.
ALIGNING ORIGINAL THINKING WITH YOUR BIGGEST OPPORTUNITIES
Observatory
Anchors AI search and cultural strategy by uncovering the insights, language, and cultural codes both algorithms and audiences respond to build a detailed view of your audience behaviours.
Originality
Establishes brand stance and cultural alignment, critical for differentiation in a noisy world of Ai genericness and lazy content. Creates uniqueness, engagement and long-term brand value.
Orbit
Builds community ecosystems that both feed AI signals (engagement, authority, advocacy) and drive real-world conversation and loyalty.
Omniverse
Delivers the content systems and brand worlds that perform across fragmented channels and sales cycles.
Opinion
Directly addresses the content marketing ‘character chasm’: earned, intelligent and expert thought leadership created by humans that ask great questions.
Outreach
Ensures PR and reputation work hand-in-hand with AI-driven discovery, securing brand visibility in the right digital and editorial spaces.
Oracle
Future-proofs reputation in an age of accelerated, fast-moving crisis and misinformation, giving you confidence to lead boldly.
WE ONLY WORK WITH ORIGINAL THINKERS…JUST LIKE YOU
Our approach is designed for those with the ambition and appetite to change things:
Scale up CMO's
Who need to accelerate growth with lean, effective spend.
Brand leaders
Who must protect reputation whilst winning in their category.
Ambitious entrepreneurs
Who want to build belief in a new category, product or mission.
Our Senior Strategy Team
Kari Owers
Founder & CCO
Kari has been a brand comms consultant for 30 years and has worked with some of the UK’s most exciting brands and entrepreneurial fast-growth companies, sitting at the top table from early seed funding rounds right through to exit, during mergers and acquisitions, pivots, product launches and expansion – advising founders and leadership teams on how to communicate effectively at each stage of the business journey. Kari leads on the creation of a clear brand story that will stand the test of time. She has decades of expertise in comms ensuring a long-term brand is built with a powerful PR strategy.
Outside of O Kari is an active non-profit board director for bodies in entrepreneurship, tourism and creative industries and mentors early-stage female entrepreneurs.
Kirsty Ostell (MCIM)
Managing Director
Kirsty helps ambitious businesses cut through the noise. From start-ups with big plans to global brands, she brings clarity, creativity and commercial focus to every project. A Chartered Marketer and strategy specialist, she leads our Original Thinking methodologies and Marketing Offectiveness™ programme and has spent the last 17 years driving marketing effectiveness across in-house and agency roles.
Whether she’s working with scale-up CMOs, shaping brand strategies or building high-performing marketing teams, Kirsty turns ambition into action, with results you can measure in the boardroom.
Beyond O, she’s a board member for Business Beats Cancer in the North East and a lecturer and Programme Director at Northumbria University, inspiring the next generation of creative talent.
Kayleigh Keys
Head of Client Services
Kayleigh is Head of Client Services and strategist at O, overseeing the concepting, development and smooth running of growth strategies across sectors. Kayleigh works closely with clients from discovery through to activation to develop strong communications strategies and ensures activity consistently aligns to deliver results that have real business impact. Having been with O for 9 years and with over 15 years in the sector, Kayleigh has extensive experience in communications and PR strategy and brand campaigns. Kayleigh is a former winner of the CIPR North East Young Communicator of the Year Award and sat on the North East Committee.
Emma Roberts (ACIM)
Strategy & Insight Lead
Emma is Strategy and Insight Lead at O, leading on strategy planning across our client portfolio, alongside managing insight driven content marketing projects. As a CIM qualified marketing strategist, Emma ensures that our clients’ strategies are delivered to best practice industry standards, backed by current data and insights. Emma has marketing experience within a wide range of sectors, including tech, property, construction, professional services and FMCG.