Amelia is one of England's sharpest strategic minds. Inspired to join the ad business by a personal response from a letter she wrote to Sir Martin Sorrell.She joined the WPP fellowship program and worked directly with Jon Steel and from there built an amazing resume of experience including stints at Naked, TBWA, and VCCP where she was part of the team that won the ad account for the 2012 London Olympics. Today, she is the co-founder of the Fawnbrake collective- a network of strategic thinkers that are deployed on teams to work on client projects. In this episode, we cover her career trajectory and the evolution of strategy from a discipline that mainly existed inside of agencies to one that is now thriving outside of its traditional confines. This is the world of Fawnbrake,  a world where everything and everyone is a brand and they all need strategic thinking even if they do no advertising.