Fiona Gilmore

Camfed International Board - Member

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Chairman, Acanchi Limited

Fiona Gilmore founded Acanchi in 2003, with the purpose of specialising in country brand capital development. Acanchi was created to advise governments on how to devise compelling positioning strategies to enhance a country’s competitive advantage and help build pride amongst local people, celebrating shared values and talents. Fiona’s project experience is worldwide - over the past twenty years she has become a leading expert on country positioning strategy. She has published a number of articles on this subject and has worked with many countries and regions around the world helping to sharpen and focus their offer, including: Hong Kong, Bahrain, Mauritius, Dubai (code of behaviour study), Israel, Dominican Republic, England, Wales, Zambia, Rwanda, Lagos (pilot study), Northern Ireland, Isle of Man, Lebanon and the Blue Mountains Region in Australia.

Before Acanchi, Fiona established brand consultancy Springpoint, which advised on communications strategy, brand positioning, architecture, migration, innovation, internal communications and identity for global corporate leaders. These included Vodafone, Unilever, Lloyd’s, Giorgio Armani and Saudi Telecom, as well as brand capital strategies for regions and countries, including Hong Kong, Wales and England. Fiona successfully sold Springpoint in 2001 to the international group IPG before launching Acanchi.

Fiona is a thought leader and the author of three books, Brand Warriors (1997), Warriors on the High Wire (2001) and Brand Warriors China (2003), published also in Chinese that year. Fiona is a regular speaker on communication and innovation and has participated in TV and radio programmes including The Money Programme and the BBC’s Question Time. She is a fellow of the Royal Society of Arts and previously, was a Trustee of both the United Learning Trust and of WaterAid for 6 years. Fiona is a graduate from Cambridge University with an MA in French and Russian and also speaks Italian.