About Mike
Hola! I’m Mike Baggs, a Harvard‑trained neuroeconomist turned global brand strategist.
I help organisations turn human behaviour into brand growth with evidence‑based strategy and culture first execution across brand, content and community. I’m truly nose to tail, involved from the first strategy doc to the final products you hold in hand and content you watch in a feed or read on a site.
I started as a professional musician and fashion writer, then moved into community and content, before progressing to business strategy. I’d been building communities online since I was a teen. Harvard gave me the science, but twenty years in the trenches gave me the instincts.
The theme never changed though: understanding why people do what they do, then build things that demand attention and deserve trust.
Here’s some of my greatest hits you may know me from:
Getting Charlotte Church to book my hardcore band as her support act by convincing dozens of her fans to adopt cats and donate cold hard cash to Cats Protection through comments on her content.
Pulled 30,000 live viewers to watch ice creams melt in real time on the Facebook page of an antivirus company.
During COVID’s first year I helped lead 3D Crowd UK’s social and comms: we fulfilled 300,000+ requests for 3D‑printed face shields and raised £160,000 in the first weeks using only organic posts from my personal account, resulting in hundreds of DMs.
Along the way I’ve worked with the biggest global brands conquesting entire markets and most exciting start‑ups on getting their claws in the door. I even found time to co-found Mash Gang, the cult non‑alcoholic brand that pushed the category forward.
My job, whatever the logo, is the same:
find the behaviour that matters, make the few decisions that count, and build the systems, positioning, content, community, that scale and deliver returns.
I live between London and Edinburgh with my wonderful partner, two brilliant kids, and the most famous cat in UK marketing. I hoop, record experimental hip hop, overthink ramen, and still believe I could be a professional Magic The Gathering player.
