Nicole Shapiro is an associate director Added Value, retained to boost its brand insights team.

Shapiro has worked on both client and agency side. She joined Standard Bank as part of the global strategic marketing team and led key segmentation projects across Kenya and Uganda, group sponsorships and brand.

She then moved to marketing strategy, brand development and design consultancy, Yellowwood, working across a number of industries including retail, consumer goods, alcoholic beverages, telecommunications, hospitality, education and pharmaceuticals.