FERGUS O' CARROLL
Founder, Lead Strategist
Truth is, assumptions are the enemy of strategy.
I started Junction Lab in 2013 to create an option for clients who want a fresh, objective perspective. I believe strategy should be rooted in the reality of today’s consumer experience, yet is too often unduly influenced by assumptions or so-called trends that rarely, meaningfully materialize.
Strategy has to be approached with an open mind and a realization that the facts of the matter are rarely the heart of the matter. Meaningful strategy comes from understanding what drives decisions rather than post-rationalizing actions.
I started my career at The Martin Agency. I went on to work in planning at Ogilvy, and later as head of planning at digital agency Sarkissian Mason in New York.
I’m based in Chicago, where I live with my wife and three teenage daughters. I’m supposed to have lots of personal hobbies, but, as I mentioned, I have three teenage daughters.
I’d love to talk with you about whatever project you’re considering.