JACK COLCHESTER, DIRECTOR OF DATA STRATEGY


Our ambition at Wonderhood Studios is to create work that impacts culture. Helping to fuel this is a unique approach to data insight. Using propriety tools, we tap into the engines that drive cultural change; analysing the things people are watching, sharing, talking about, searching for and listening to.

Jack Colchester heads up our data capability, bringing 10 years experience in using data to help inform creativity. Before joining Wonderhood he worked at BBH where he saw first-hand the transformational affects that data can have on the creative process. His data driven insights lead to multiple award-winning digital work for KFC, such as the Dirty Louisiana Burger campaign which won the Grand Prix at WARC in 2017. He was also the deputy editor of BBH Labs, and in 2018 he created global headlines with the Three Billboards outside Grenfell Tower activation. In 2019 Jack was named a Campaign Magazine’s Face to Watch.

Jack is supported by David Abraham who as CEO led Channel 4’s strategy to be the first broadcaster in the world to build a first-party data platform and data science capability at scale. At Wonderhood they are bringing a shared knowledge of and passion for the transformational role that data insight plays throughout the creative process and for how brands, channels and platforms can strike an effective balance between digital automation and creative cultures.