001 / Studio / UK / USA
Who we are.
Imposition was founded by Gellan Watt, a creative director and strategist who has spent twenty years deciding what businesses stand for.
Positioning and proposition work for uSwitch and Ovo in utilities, Caterpillar across its product brands, Marshall, Naim, and Cambridge in audio, Mizuno and Beckham in Sport, John Lewis, Barbour, Richer Sounds, and Westfield in retail, and Wyke Farms, Heineken, Kallo, Organix in FMCG, and more.
He also built the agency that did it. Founded in 2003, grown to £60m and 300 people without outside investment or debt, named UK Agency of the Year, sold in 2016. Since then, board and advisory work across independents and networks in the UK and the USA, and agency ventures in Saudi Arabia, the USA and the Netherlands.
Which means the positioning here has been tested against a P&L rather than a whiteboard. Every position we recommend is one he has had to live with.
