Buchanan arrives from Phenomenon, the Los Angeles-based brand innovation consultancy, for which he established a London outpost. He will report directly to Mans Tesch, Razorfish’s executive strategy director.
The incoming strategy director's brief will be to lead the innovation strategy at Razorfish, whose clients include McDonald’s, Audi AG, Argos and Lloyds Banking Group.
Before joining Phenomenon, Buchanan, who has described himself as "very hands-on", spent almost three years at SapientNitro, where he was lead strategist on a range of projects in sectors ranging from retail banking to FMCG and fashion. He was previously a director at Iris Concise.
He said: "I help clients uncover breakthrough innovations and make difficult decisions. I believe in the importance of evidence, rigour and clear thinking. It is the most direct route to truth and it brings teams together, setting them free to create the best ideas."
A graduate of Durham University and the London School of Economics, Buchanan began his career as a consultant for Future Foundation, the global consumer trends agency.
He also founded Graduate Promotions, which he ran for four years, offering advice and support to graduate employers. He also helped to launch teijaeilola.com, the womenswear label.
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