Bruce McKinnon is the founder of
Mission Brand, and has worked in
Europe and the US in brand
development and marketing for
thirty years.
 
Bruce started his career in brand and marketing as a graduate trainee at FCB Advertising working on brands for Gillette and Pepsico. After a number of years in the trade he joined specialist communications agency Media Natura, eventually becoming their Managing Director.

Whilst at Media Natura he led the team providing the marketing communications for the launch of Cafédirect. The brand helped to usher in the idea of a values based product that both tasted good and did good too – at the time it was quite a radical concept! The brand achieved a 4% share of the Roast and Ground coffee market within a year of launch and 20 years on is still the leading fair trade coffee brand in the UK.

Bruce then went across the pond to join Equal Exchange, the pioneering organic and fair trade coffee company based in US with a brief to rejuvenate the brand and build up the marketing department. Working closely with the sales team, the organisation was re-branded, its product re-packaged and its first national advertising and PR campaign rolled out. This work directly resulted in Equal Exchange winning the contract to supply the national grocery chain Trader Joe’s which still remains its biggest customer today.

After taking a year out to gain an MBA from Cranfield School of Management Bruce took on the role of Head of Brand at Orange at a time of great uncertainly for the mobile operator. New players were coming into the market threatening Orange’s position and its iconic brand had become disjointed and muddled. Working directly to the CEO Bruce oversaw the successful company wide brand re-alignment initiative to bring cohesion and consistency back to the brand.

Most recently Bruce has worked as a partner at a global communications agency that included incubating the business start up United Bank of Carbon, the re-branding of US firm Oké bananas, and strategic consultancy to Neal’s Yard Remedies, Cafedirect, Twin Trading and Triodos Bank.

In 2009 Bruce left to set up Mission Brand, a brand and marketing consultancy.