2. Who we are

DAVID PANOS and KAREN WARING bring together skills and mindsets coming from different and DISTINCT WORLDS.

David is immersed in cutting edge global TRENDS and applies a lens rooted in CULTURE that combines a FUTURE – FOCUSED perspective with instinctive CREATIVITY.

Karen’s experiences in business (and as a mum) means she tends to be GROUNDED and is well known for her no-nonsense, STRAIGHT-TALKING, approach, rooting her thinking in the EVERYDAY reality of CONSUMERS.

Despite, (or maybe because!) of their differences they have found themselves collaborating on successful BRAND BUILDING for over 20 years.

DEFINITION formalizes their unique partnership and process.

David is a semiotician and ethnographer. He has delivered multidisciplinary research projects to clients such as Nike, Nando’s, BBC, Pepsico, P&G, Cadbury, Netflix and Universal Music Group. He is also a cultural academic lecturing on visual culture at institutions such as Goldsmiths and the Royal College of Art.


Karen has spent the past 25 years building brands in various guises. As a senior brand manager, building powerful global brands like Guinness and Stella Artois; as a planner at agencies such as Lowe, Havas and AMV.BBDO; as a qual researcher using consumer insight to build brands including Cadbury, Red Tractor and Nando’s and finally as an entrepreneur building her own children’s toiletries brand scrubbingtons.