Hazel Barkworth is Cultural Insight Associate Director at Added Value, WPP’s global strategic marketing consultancy providing brand strategy, innovation, insight and communications services.

Hazel joined Added Value after spending time in the worlds of copywriting, innovation and insight. Before that, she graduated from Oxford University, where she studied English Literature and Critical Theory. She now specialises in Cultural Insight, using semiotics and trend-based analysis for brand development and innovation.