Ayup.
Keith Muir (he/him) is a Senior Strategist based in London, UK.
Specialising in brand, culture, creative, and social strategy.
Currently employed at Born Social.
Previously employed at The Midnight Club.
Background in visual culture (art history degree, fine artist, freelance graphic designer).
Northern.
Described by Born Social's Chief Strategy Officer as "the most well-referenced strategist [he's] ever worked with", Keith makes brands better through deep cultural and creative knowledge. He's worked with household names and cultural giants, fuelled by a desire to progress culture forwards.
As AI offers flawlessness en masse through algorithmic flattening, were at risk of repetitive strategies which lead to uninspired output. Keith champions 'subjective strategy', a belief that progress exists by asking what if, not searching for what's right. It is a strategic intersection between insight and imagination, prioritising taste and intuition over data proofpoints and correctness. With a focus on the emotional which is supported by the rational, strategic storytelling can make the world a bit less boring.
Select clients:
adidas. Tommy Hilfiger. Guinness. Netflix. Nando's. Stella McCartney. BAPE. END. Arsenal FC.
Footlocker. Smirnoff. Snickers. Twix. Nutella. Maybourne Hotels. Primark. Sky.
Thought leadership:
Born Social 2025 trend report author. D&AD New Blood Awards judge. Creative Circle Awards judge. Creative Lives in Progress panelist. Creative Brief writer.
Please feel free to reach out and connect to discuss my experience and any collaborative opportunities.