About
The right brains for the problem.
The model
Not a consultancy. Not an agency.
We build senior, specialist teams around the problem: researchers, strategists, commercial thinkers, creatives and operators who've worked inside some of the world's biggest organisations and fastest-growing challengers.
The biggest challenges don't sit neatly in one part of a business, so we don't work in silos. We use whatever the challenge needs: research, workshops, strategic sprints, customer immersion, proposition development, commercial modelling, prototyping and creative thinking.
No enormous strategy deck that nobody opens again.
A clear answer and most importantly, what to do next.
Founder
Led by Carly Osman Holme.
I’m a strategist, founder and professional poker-around-in-things-er. I’ve spent my career getting underneath businesses, brands and people to understand what’s really going on, particularly when the obvious answer isn’t quite cutting it.
Over the years I’ve worked across everything from FMCG and retail to healthcare, travel, neurodiversity and women’s health, with businesses ranging from start-ups and scale-ups to established global brands. I’ve helped businesses find new audiences, move into the mainstream, rethink propositions, enter new markets and work out where their next stage of growth might come from.
My work has included BBC, Coca-Cola, Nestle, Cheeky Panda, Coconut Collab, Cawston Press, Pip & Nut, Oddbox, Typhoo, London Centre for Neurodiversity and Valerie, amongst others. The problems have all been different, but the bit I’ve always been most interested in is the same: understanding people properly, questioning the things everyone has started taking for granted and finding the opportunity sitting underneath it all.
I’m also the host of Why Aren’t We Talking About This?, where I have conversations about the things we tend to avoid, oversimplify or pretend aren’t happening.
It turns out whether I’m poking around inside a business or talking to someone about sex, grief, ambition or divorce, I’m basically doing the same thing: trying to understand what’s actually going on underneath the obvious answer.
Founder of Sprowt · Host of Why Aren’t We Talking About This?
Creative Marketer of the Year 2025
Global Women in Marketing