Empowering global consumers through cultural attunement, insights and intuition | Perspectives with Jason Fulton
Perspectives with Jason Fulton | Founder This Memento (ex-Nike director, designer and DJ).
Outgoing fashion, boundless charisma and a must-have, statement hat. When Jason Fulton walks into a room, you know you’re in the presence of a superstar.
Jason is the visionary founder of This Memento, a people-centric insights and strategy agency based in Amsterdam, with an extensive portfolio of work for clients such as Nike, Reebok, Huawei and Sonos, just to name a few. For the past decade, the company has been cultivating lasting, memorable relationships between global brands and consumers, connecting them through a plethora of uniquely tailored campaigns, experiences and products. Their secret to success? Diligent listening.
““You need to listen first, keep your eye on the street and your ear to the ground. Do you know your marketplace, do you know your consumer, do you know what they need, what they want, what they desire, what they demand? (...) We have a lot of responsibility. We reach thousands of millions of people through the projects that we’re doing.””
A proud South London native, Jason studied design at Kingston University, worked in sales and marketing for Diesel, before relocating to Hilversum in 1999 to become the Consumer Culture Director for Nike. Jason began designing and launching limited edition shoes which were later stocked by exclusive retailers, cementing himself as a true tastemaker within the Amsterdam art scene.
This attunement to trends and intricate changes in consumer behaviour led Jason to create a pioneering, insights-based culture, which he carried over to This Memento a couple of years later. He is now a mentor to some of the biggest and most influential international companies, championing the narratives of diversity, gender equality, healthy masculinity and sustainability within the consumer culture.
““We’ve got so many issues, from health and safety, the environment, the economy, racial equality, sexual equality, the list goes on. Where could be the opportunity for companies to grow and new companies to come up? (...) It’s really a combination of information and intuition. This is what we try and do with the agency.””
During our insightful yet light-hearted conversation, Jason gives a sneak peak into what it’s like to work with some of the world’s most exciting brands. He reflects on his 24-hours in Los Angeles with Rihanna, being witness to the success of tennis sensations Destinee and Essence Martin, and interviewing young Christiano Ronaldo right at the start of his career. He also discusses his love for hats and reveals the ultimate tip for maintaining a youthful appearance.
But glamour, funny anecdotes and celebrity encounters aside, when talking to Jason one thing becomes instantly evident - he is a man on a mission to give back. Through his workshops, interviews and mentorship sessions, he nurtures a new generation of fearless changemakers, opens doors to talent from underprivileged communities and fights to ensure that the creative industry is an inclusive, safe and supportive space for all, regardless of ethnicity, gender, sexuality and status.
““It’s time to share the experience that you’ve had, and to uplift and empower others, whether they choose to listen to you or not. You can empower them with your experience with giving them the belief that they are being seen, listened to, and advised.””
Join us for a conversation with this inspiring groundbreaker.