The Orientation Partnership is an independent brand & strategy coaching consultancy founded by me, Roy MacMillan in 1997.

I have had 20 years experience in corporate life, first with JSainsbury and then Distillers Company (subsequently Guinness UDV and now Diageo). The last five years were spent in Tokyo as Marketing and Strategic Planning Director for United Distillers Japan.

Lessons learnt there during extraordinary economic times (the ‘bubble’ burst) created a desire to focus on using my experience to help others in planning and managing their brands and their businesses.

In doing this, I recognise that understanding and motivating people is the key factor for success.

Orientation is about focusing on relative positioning and direction, and adjusting in relation to circumstances.

Our particular expertise is in crystallising focus on positioning, planning and motivating for success.

We take a holistic approach to brand and corporate development and enjoy working with international brands and consumer-facing businesses.

Areas of particular interest are new ventures, new directions, new purpose.

In our working style, we value

first principles, individuality
each project begins with thorough analysis and understanding, allowing us to develop perceptive insights, creative thinking and clear communication

brand potential
every brand has associations which require nurturing, positive direction, and clear expression to achieve effective positioning

alignment of corporate culture and brand proposition
intellectual positioning without direction and drive is pointless, and a full commitment to internal ‘brand delivery’ skills and systems is essential

positive collaboration
open involvement as part of a wider team with shared goals is far more effective than single workstream proposals  

Call us now, let’s talk.