Our story

With an obsession for brands and a deep understanding of how to create sustainable brand clarity and coherence for customers, we created FRED Ldn.

After spending many years working with some of the world’s top brands and understanding promiscuous consumers and the dynamic environment we now live in, we apply our unique approach. We have developed an outstanding network of industry experts who apply a transformational approach to our multi-sector work. 


Sally O'Rourke


As co-founder of FRED LDN and previously CEO and MD for leading brand, innovation and trend agencies, Sally is an expert at business strategy and creating brands that consumers love. Her style is both punchy yet empathetic and above all results-driven.

Sally is a much sought-after speaker and significant figure within the Innovation, Digital and Trends space. She has lived in London, NYC & Paris. An advocate of collaborative ideas and a believer in disruptive thinking; Sally’s specialist areas include management consultancy, digital commercial strategies, brand development, post M&A integration with PE/VC communities, investment, business transformation and turnaround strategies. She is training to be a Psychotherapist with London’s CCPE and is also a Leadership Coach and Mentor.

Previous roles include CEO Bluemarlin, Managing Director of Europe for C_Space working with clients such as Coke, McDonald’s and Kimberly-Clarke and as Managing Director EMEA for WGSN, the world’s largest trend agency where Sally worked with clients such as L’Oreal, Unilever, Coke, Pepsi and Inditex

Catherine Thomas


As co-founder of FRED LDN and Non-executive Director of re-generation company BeFirst, Catherine has worked in brand strategy, marketing, PR and communications for over 20 years, across retail, beauty, fashion and luxury brands, real estate and investment management in the UK, Europe and Middle East.

Catherine’s remit has included developing marketing and brand strategy, rebranding and place making social media engagement and digital media road mapping in alignment with business objectives, corporate communications for mergers and acquisitions and crisis management, Internal communications, internal brand engagement and executive profile management, corporate rebranding and brand repositioning.

Catherine has worked in business, brand strategy, PR and corporate affairs for Clarion Housing Group, LandSec, Charlotte Tilbury, Debenhams, Jaeger, Sainsbury’s, The Future Laboratory and The British Fashion Council and Common Objective. She holds a BA in Politics, Philosophy & Economics and a post-graduate qualification from University of Liverpool in International Business Law.


3 Princes Street

Contact details

07766 929 692

07960 005 423